Search


Contact
BlogHeader_withIcons.jpg

How to Influence and Engage Travelers Along the Path to Purchase: The Four Things You Need to Know


People all around the world can now access information about places that before would have seemed unreachable, and can research, consider, compare and purchase through the click of a button. That makes travel that much easier for the consumer, but more difficult for the marketer. Our recent study, Traveler’s Path to Purchase  <https://info.advertising.expedia.com/2016-travelers-path-to-purchase>, indicates that American, British and Canadian travelers make more than 120 to 160 visits to travel sites in the 45 days leading up to a booking.

With so many ways to reach the consumer throughout the path to purchase, the digital marketer has a challenging task to find out how to influence them. We want to make it easy and share our top four digital marketing tools to reach, engage and inspire travelers.

  • Start with Data – Data is the most important tool for a marketer. We use data to understand and engage our target audiences – using targeting to reach the right traveler at the right time – optimize our campaigns in real time and deliver measurable results such as conversion reporting to demonstrate real business impact.targeting visual.png

 

  • Use Interactivity to Engage with Travelers – A picture may be worth a thousand words, but it’s often not enough to cut through the clutter and engage with new visitors. Using interactivity helps involve the user and keep the brand top of mind. You can read about our campaign with Destination BC, where we created a dynamic and interactive online campaign featuring an integrated Concierge Service microsite that gives people the opportunity to pick their ideal holiday.
  • Inspire Travel in an Authentic Way – There is a lot of competition from travel brands to get the traveler’s attention and influence them to book, especially when they are considering multiple destinations. It’s important for travel marketers to focus on what makes their brand or destination unique, and to reach the travel shopper in an authentic way.
  • Always Consider Opportunity for Partnership – Last, but certainly not least, is partnership, which is a core tenant for our business and industry at large, and a key tool to bring scale to your efforts. Consider the opportunities you have for partnership – whether with your destination marketing organization, industry influencers, online travel agencies, and more – to cast a wider net and reach into consumers where they are online.

For more digital marketing best practices and to hear about our campaigns, subscribe to our blog via the form above. We are coming out with more products soon to help you to reach our audience in more ways – stay tuned!

Topics: Best Practices, Consumer Research

Subscribe to Email Updates

Subscribe to Email Updates


Contact Us

Get in touch with one of our
Media Sales Consultants

Press Inquiries 

Get in touch with our
PR Team

Follow Us

Twitter

LinkedIn


New Interactive VisitBritain Campaign Entices Spy-Inspired Travel with Kingsman Movie Integration

The highly-anticipated sequel Kingsman: The Golden Circle showcases the exciting, secretive and adventurous side of Britain’s most iconic cities and landscapes. Extending that excitement from the big...Read more

Using Data Insights and Scale to Maximize Your Campaigns with Targeting

As marketers, we know smart targeting is one the best ways to get our messages in front of the right audience. There are a multitude of online advertising opportunities and it can be challenging to...Read more

Data the Secret Sauce Behind Destination Marketing – Then It’s What You Do with It, Just Look at Hawaii And Smile

For Andrew van der Feltz, a 21-year-veteran in destination marketing, his “aha” moment came when he joined Expedia Media Solutions two years ago and he saw the data, as it were. “Getting...Read more

New Study Reveals Differences in Travel Trends of Chinese, Japanese, and Australians

Travellers in the Asia Pacific region represent a dynamic sector of the travel industry—especially considering all the diversity the region has to offer. Our latest research captures some of these...Read more

Canadian Hotel Scripts Turnaround with Expedia TravelAds

After working with Expedia TravelAds for two years, Brent Hohlweg, director of marketing at Water’s Edge Shoreside Suites in Ucluelet, British Columbia pulled the property’s...Read more