Four Ways to Influence and Engage Travelers Along the Path to Purchase

Christine Walker Scarce, Director, Product & Sales Marketing, Expedia Group Media Solutions
July 13, 2017
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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.

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  • 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!

Picture of Christine Walker Scarce, Director, Product & Sales Marketing, Expedia Group Media Solutions
Christine Walker Scarce
Director, Product & Sales Marketing, Expedia Group Media Solutions
Christine Walker Scarce leads the product marketing team at Expedia Group Media Solutions, overseeing the go-to-market strategies for the digital advertising products and services across the Expedia Group portfolio of leading travel brands. Her team is responsible for everything from product planning and positioning to marketing strategy to deliver innovative media offerings and reporting for marketing partners. Christine previously spent seven years at Expedia.com as the senior manager for destination management, where she led product strategy for Expedia.com. With more than 20 years in the marketing industry, Christine has experience in e-commerce, merchandising and technology industries, having led product strategy and development previously at Vegas.com and T-Mobile. She is a graduate from the University of Houston and lives in Seattle with her family.
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