Travel audit reveals how business and leisure travelers are using online travel ecommerce sites

Phoenix Marketing International’s Online Travel Audit found that among business travelers, Kayak is the site most likely to be recommended with more than 76 percent of business travelers willing to suggest the brand to others, followed by TripAdvisor (74 percent) and Priceline (72 percent). Among leisure travelers, the site with the highest recommendation is TripAdvisor at 81 percent, followed by Kayak (74 percent) and TravelZoo (72 percent).

The audit tested 30 of the most popular sites in the online travel space including AOLTravel,,, Expedia, Hotwire, Kayak, Orbitz, TravelZoo, Trivago,, TripAdvisor, Smarter Travel, etc. Additional findings include:

Among online travel agency users, 76 percent of leisure and business travelers consider travel websites as their "go to" for booking hotels, compared to only 24 percent who use specific hotel websites.

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Some of the top hotel booking sites include (18 percent), Expedia (15 percent) and Priceline (10 percent).

Business travelers are more likely than their leisure traveler counterparts, to use travel websites for airline planning and booking. However, the top airline planning sites for both groups are Expedia (19 percent/18 percent), Kayak (11 percent/10 percent), Travelocity (10 percent/9 percent), Priceline (9 percent/8 percent), and Orbitz (6 percent/6 percent).

The three most important characteristics to consider for both business and leisure travelers when choosing a travel site are "ease of use,” "lower prices than booking directly with individual travel providers,” and "price guarantee.”