Advertise on Bizcommunity

Subscribe to industry newsletters

Colombian online travel sector grows 25%

BOGOTÁ, COLOMBIA: comScore, Inc, a leader in measuring the digital world, has released the latest results from a study on the online travel market in Colombia.
The study found that in the past year visitation to the Travel category increased 25% to reach 3.2 million unique visitors in Colombia, as more online users utilised the web to research and purchase travel. Despegar-Decolar Sites led as the top travel destination in Colombia reaching 453 000 unique visitors in June, followed by Expedia Inc. and Avianca.com.

"Nearly 1 in 4 online users in Colombia visited a travel site in June," said Alejandro Fosk, comScore senior vice president for Latin America. "Travel sites have witnessed rapid visitor growth in the past year as more consumers embrace the online channel for their travel needs while brands continue to improve the user experience by upgrading site features. Given that more mature online markets around the globe see upwards of half of their online population frequenting travel sites, there is much potential for continued growth in Colombia's online travel sector."

Travel sites see growth across sector


More than 13 million people age 15 and older in Colombia visited the Internet from a home or work location in June. 3.2 million Internet users - or nearly one quarter of the total online audience - visited the Travel category during the month, an increase of 25% from the previous year. Among the various Online Travel subcategories, Travel - Information sites attracted the largest audience with nearly 1.7 million visitors (up 13% from the previous year), while Online Travel Agents achieved the strongest gains, climbing 78% to 1.1 million visitors. The Airline category reached 931 000 visitors in June, an increase of 16% from the previous year, while Hotels/Resorts grew 28% to 687 000 visitors.

Travel Category and Subcategories by Total Unique Visitors (000) June 2011 vs. June 2010 Total Colombian Internet Audience*, Age 15+ - Home & Work Locations Source: comScore Media Metrix
Total Unique Visitors (000)
Jun-2010 Jun-2011 % Change
Total Internet : Total Audience 11,287 13,179 17
Travel 2,585 3,228 25
Travel - Information 1,470 1,666 13
Online Travel Agents 603 1,070 78
Airlines 805 931 16
Hotels/Resorts 537 687 28
Ground/Cruise 151 162 7
Transactions 49 73 47
Car Rental 25 31 24
*Excludes visits from public computers such as Internet cafes or access from mobile phones or PDAs

Most-visited travel sites in Colombia


The average category visitor in Colombia spent 15.3 minutes on Travel sites in June. Online Travel Agent brand Despegar-Decolar Sites ranked as the #1 travel destination with 453 000 unique visitors followed by Expedia Inc. with 430 000 visitors. Airline sites Avianca.com (412 000 visitors), Aires.aero (372 000 visitors) and CopaAir.com (199 000 visitors) secured the remainder of the top five spots in the ranking. Of the top 10 most-visited Travel websites, users spent the greatest amount of time on Aires.aero (12.5 minutes) and Avianca.com (11.1 minutes).

Top Travel Sites by Total Unique Visitors (000) June 2011 Total Colombian Internet Audience*, Age 15+ - Home & Work Locations Source: comScore Media Metrix
Total Unique Visitors (000) Average Minutes per Visitor
Total Internet : Total Audience 13,179 1,507.6
Travel 3,228 15.3
Despegar-Decolar Sites 453 8.4
Expedia Inc 430 3.1
Avianca.com 412 11.1
Aires.aero 372 12.5
CopaAir.com 199 8.6
Viajeros.com 155 2.0
TravelAdNetwork 140 2.2
Hoteles4you.com 131 0.7
Colombia.travel 128 2.3
Lufthansa 117 2.4
*Excludes visits from public computers such as Internet cafes or access from mobile phones or PDAs
Get a daily news update via WhatsApp or sign up to our newsletters.


SOURCE

comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence.
Go to: http://www.comscore.com
Comment

Related

News