Internet Use drives Print Travel Directory Growth

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Internet Usage drives Print Travel Directory Growth

The growth in use of the internet by travellers researching their trips has led to a growth in use of printed travel guides as well, says Jasons Travel Media CEO Steven Joyce.

“The Ministry of Tourism research out today shows a continuation of a trend that we’ve all been seeing for some time, said Mr Joyce. “We did a study with AC Nielsen back in October 2005 which showed 63% of respondents used the internet for New Zealand travel research.”

“The intriguing trend for us is the growth in orders of print guides received over the internet”, he said. “Its counter-intuitive in many ways, but we’re receiving thousands of orders a month for our Jasons print guides, over the internet.”

It seems travellers want both the internet, and a glossy brochure. “They do their research on the Jasons site, and then order some of our free guides through the old snail mail”, Mr Joycesaid.

This research underlines that the internet and printed directories remain head and shoulders above other sources of marketing information for travellers planning their trips. “And as we’ve discovered at Jasons, they even reinforce each other” Mr Joyce said.

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