Travelocity and Expedia are the most valuable brands in online travel, and their brand equity plays a key role in driving traffic to their sites, according to a new study released today by ACNielsen International Research.
The study, using ACNielsen's proprietary 'WINNING B(r)ANDS' model and audience data from Nielsen//NetRatings, reviewed more than 80 travel sites ranging from online agents such as Orbitz.com and Priceline.com, to specialized sites like Hotels.com, to the sites of such traditional travel providers as airlines, car rental companies and cruise lines.
A strong correlation was found between brand equity and the number of unique visitors to a travel web site. Expedia and Travelocity ranked number one and number two as the most-visited travel web sites during the study period, but in reverse order to their brand equity ranking:
Table 1: Ranking of overall brand equity vs. versus relative site traffic | ||
Web site | Brand Equity Ranking | Site Traffic Ranking |
Travelocity.com | 1 | 2 |
Expedia.com | 2 | 1 |
Orbitz.com | 3 | 3 |
Priceline.com | 4 | 5 |
Yahoo Travel | 5 | 4 |
Source: ACNielsen International Research and Nielsen//NetRatings (July 2002 - June 2003) |
Not surprisingly, the study found that consumer awareness was the foremost factor driving brand equity. ACNielsen defines 'Brand Equity' as the distinct effect brand knowledge has on consumer response to marketing activity - the relationship between what a consumer knows about a brand and what a consumer does as a result of this knowledge.
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
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