Travel shoppers have seemingly endless options for researching and purchasing online travel. Our custom research on the Traveler’s Path to Purchase tells us that American consumers make up to 141 travel site visits in the 45 days leading up to an online travel purchase. This means there are many opportunities for a travel marketer to reach the consumer throughout their purchase path.
As the wisest traveler of them all, I’ve picked up quite a few skills on my adventures — including how to tell an incredible story. There’s a lot you can see from a Gnome’s-eye-view, and it’s this perspective that keeps my fans captivated with each and every journey.
This week at the Expedia Partner Conference, we had the pleasure of presenting our annual partner awards to campaigns launched in North America, Latin American, Caribbean and South America that demonstrate innovation, creativity and achievement in travel marketing. The winning campaigns include:
Expedia Media Solutions, along with other groups from Expedia, Inc., descended on Las Vegas this week for the annual Expedia Partner Conference. We had the opportunity to host an Insights Summit for the seventh year in a row, for over 600 of our global partners. During our time together, we shared our latest custom study findings and a look at how our first-party proprietary data and digital media tools enable marketing partners to engage travelers throughout the path to purchase. We also heard from several of our marketing partners sharing their own success stories and how Expedia Media Solutions helped them reach their marketing objectives whether it was expanding their brand presence in a new region, driving bookings during slower seasons or showcasing a destination in a new way through hotel partnership. We also hosted a panel of our top Expedia, Inc. brand marketing leaders to tap into their expertise on reaching and resonating with today’s consumers, and what is next for digital marketing.
The U.S. car rental market is anticipated to hit $20.1 billion this year, with 95 percent of that anticipated revenue split amongst only nine brands according to Phocuswright. The projected industry growth only increases the potential for car rental companies to tap into this business. Likewise, with such a consolidated industry, anyone willing to innovate has an opportunity to reach, influence, and convert American car rental shoppers.
Expedia is a data-driven technology culture, so at our core is the scientific method of test and learn. We are constantly asking ourselves how we can make shopping for and booking travel easier, and how to help marketing partners bring the right message to the right customer at the right time. These questions are also at the core of our Innovation Lab at Expedia, where they test new technologies like eye tracking and electromyography (EMG) technology to uncover how travelers engage with our sites and content throughout the purchase journey.
The travel industry's top leaders and influencers recently descended on Hollywood, Fla. for the 2017 Phocuswright Conference. We were on hand to present our latest research and hear firsthand from key industry executives what they see could be the next big thing in travel.
Australians are the most deal-driven travelers within Asia-Pacific, but given that they travel the most and are more likely to travel abroad, they invest in travel and are likely looking to get the most bang for their buck. According to our new study with Northstar Research Partners, Australian travelers prioritize activities, deals and low prices, once in a lifetime or “bucket list” trips and cultural experiences, and approximately 48 percent plan and book their trip via an online travel agency (OTA).
New generational insights from our study with Northstar Research Partners show that Japanese travelers may be vacation deprived, as they are traveling significantly less than other Asia-Pacific countries. However, when they do travel, they prefer sightseeing trips and staycations, and enjoy culture and relaxation – perhaps on the beach or at the spa. They prioritize their food experience, the lowest price, activities, accommodations and transportation, and rely on search engines and online travel agencies (OTAs) to plan and book their trip.
We previously shared an inside look at Canadian and American travelers from our study with Northstar Research Partners, looking across generations from Gen Z to Baby Boomers to identify their unique behaviors and preferences when shopping for and booking travel. Today on the stage at The Phocuswright Conference, I shared generational insights on three new countries, China, Japan and Australia – download the presentation and