June 23, 2010 12:00 ET

Gekko Survey Reveals Consumers' Online Hotel Research Habits

LONDON, UNITED KINGDOM--(Marketwire - June 23, 2010) - Gekko, the online personal shopping assistant for hotels, has discovered new insights into online hotel research habits via a recent survey of its users.

With nearly half of UK online leisure and unmanaged business travel for business hotels being booked online, and a third of hotel bookings being directly influenced by the content which travellers read online (research reported by New Media Trend Watch), the process by which travellers research hotels on the web is of increasing interest to hoteliers and marketers.

Gekko has found that when saving hotel options to facilitate hotel comparison, 40 per cent of travellers bookmark all hotel links they find, 30 per cent open windows on their computer screen for all hotels they find at one time, and 12 per cent email hotel links to themselves or someone else.

Sharing the hotel decision-making process with travel companions is popular, with 80 per cent of respondents indicating that they do review hotel options with the person or people they are planning to travel with.

In terms of how this review stage is conducted, 70 per cent of travellers email details of their shortlisted hotel options to their companions.

According to Gekko CEO Michel Cassius, these findings indicate that travellers take their online hotel decisions seriously, and that the research process can be complex. "It's clear that travellers are putting a lot of effort into their online hotel research, and also that it's important to travellers to discuss their ideas with their companions prior to booking," he said. "The problem is that using traditional methods, this whole process can become laborious and somewhat confusing, especially with multiple windows in a browser open at once."

Mr Cassius says that the Gekko site, and specifically its Save@gekko email service, can dramatically simplify online hotel research. "Today's travellers can really benefit from some guidance through the research process, and that's where Gekko and save@gekko can help – in effect acting as an online personal travel assistant."

Save@gekko allows travellers to collect travel-based links, information and destinations whilst browsing the web, in order to make direct comparisons between hotels and helping the users find the right hotel at the best available price. For more information, please visit

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