Airline Sites Fly High | Adweek
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Airline Sites Fly High

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There is good news and bad news for the online air travel industry. The good news is that traffic to airline sites, like American Airlines and JetBlue, is up. The bad news is that it seems to be coming at the expense of traffic to online travel agencies like travelocity.com and priceline.com.

According to a new Jupiter MediaMetrix study, travel agency sites still hold the lead in user traffic, but traffic to airline sites is increasing at a rate higher than that to online travel agencies -- and higher than the traffic to travel sites in general. In February 2001, airline site visitors increased to 10.4 million, a rate of 26.1 percent over the year before, while traffic to agency sites increased only seven percent to 15.4 million users.

Top Airlines Sites in February 2001
February 2000 and February 2001 - U.S. Combined Home and Work Usage

Site, Unique Visitors February 2000; February 2001; Traffic Change (percent)
Southwest Airlines; 2,456,000; 2,942,000; 19.8
United Airlines; 1,742,000; 2,450,000; 40.6
American Airlines*; 1,080,000; 2,443,000; 126.2
Delta Airlines; 2,227,000; 2,288,000; 2.7
US Airways; 1,156,000; 1,746,000; 51.0%
All Airline Sites; 8,251,000; 10,408,000; 26.1

Top Travel Agency Sites in February 2001
February 2000 and February 2001 - U.S. Combined Home and Work Usage

Site, Unique Visitors February 2000; February 2001; Traffic Change (percent)
Travelocity*; 7,143,000; 6,932,000; -3
Expedia Travel*; 6,168,000; 6,796,000; 10.2
Priceline*; 3,880,000; 3,029,000; -21.9
OneTravel.com; 313,000; 2,031,000; 548.9
CheapTickets.com; 1,009,000; 1,585,000; 57.1
All Travel Agency Sites; 14,437,000; 15,453,000; 7.0

*Represents an aggregation of commonly-owned/branded domain names.
Source: Jupiter Media Metrix, New York