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.
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