1) PROFILE

Prosperous, Well-Educated Adults

• 72% graduated college; 31% have graduate degrees.
  
• 66% have household incomes in excess of $50,000, and 32% make more than $100,000.
  
• 98% are 25 years or older; 61% are over 45.

Heavy Internet Users Who Research & Buy Travel Online

• 53% spend 11+ hours/week online.
  
• 91% research airline flights and 77% book flights online.
  
• 82% research hotels and 70% book rooms online.
  
• 65% research car rentals and 59% book cars online.
  
• 72% are "Likely" or "Very Likely" to purchase travel online in the next 6 months.

Frequent Travelers, for Business & Pleasure

• Classic frequent-traveler demographic skews somewhat male (56% versus 44% female).
  
• 77% traveled 3 or more times during the past 12 months; 25% logged 10+ trips.
  
• 95% participate in airline frequent flyer programs; 46% are members of 4 or more programs.

2) DEMOGRAPHICS

AGE
18-24	2%
25-34	15%
35-44	22%
45-54	30%
55-64	21%
65+	10%

GENDER
Male	56%
Female	44%

EDUCATION
Some College	21%
College Grad	31%
Some Post-Grad	10%
Post-Grad Degree	31%

HOUSEHOLD INCOME
Under $20K	3%
$20K-$35K	6%
$35K-$50K	10%
$50K-$75K	18%
$75K-$100K	16%
$100K+	32%

OCCUPATION
Sr. Management	12%
Other Management	11%
Professional	27%
Technical	8%
Sales	8%
Admin	5%
Retired	16%

WEEKLY INTERNET USE
1-2 Hours	4%
3-5 Hours	16%
6-10 Hours	26%
11-20 Hours	25%
20+ Hours	28%

TRIPS DURING PAST 12 MONTHS
1-2	20%
3-5	38%
6-10	14%
10+	25%

BUSINESS VERSUS LEISURE TRAVEL BREAKDOWN
100% Business	3%
75% Business/25% Leisure	26%
50% Business/50% Leisure	17%
25% Business/75% Leisure	17%
100% Leisure	37%

USE OF THE INTERNET
Research travel destinations	88%
Research airline flights/fares	91%
Research hotel accommodations/prices	82%
Research car rental availability/rates	65%
Book airline tickets online	77%
Book hotel rooms online	70%
Book rental cars online	59%

AIRLINE FREQUENT FLYER PROGRAM PARTICIPATION
None	5%
1-3 Programs	50%
4-6 Programs	34%
7-9 Programs	8%
10 or More	3%