In the research and consideration phase, these numbers shifted rather significantly, with nearly half of all shoppers visiting OTAs, at 49%, while hotelier sites and meta received 36% and 14% of visits, respectively. This tells us that for hoteliers, OTAs play a significant role throughout the research and consideration stage of the travel consumer’s journey to purchase, offering hotel marketers a channel to influence shoppers throughout the process.
In examining the top 10 most prevalent hotel shopping scenarios (which accounted for nearly 40% of the scenarios and 11M individual paths) it was found that five of these top ten journeys started on a hotelier’s site, while four of these ten began at an OTA, and one out of the ten most popular journeys initiated with meta. And although 70% of purchases were made at hotel sites, while 30% were with an OTA, a full 70% of the top ten shopper journeys included OTAs at some point in the middle.
Another key observation to come out of our study was the fact that, while hotelier sites were the leading inspiration and purchase points, shoppers did not necessarily book on the same hotel brand site as where they initiated their shopping journey.
These are only a few of the many findings of our Traveler Attribution study, which our latest whitepaper, A Roadhmap to Traveler Attribution outlines in great detail. In it, you’ll find vital insights on how to leverage the findings of the study to inform your strategy, as well as more details on what the most common travel consumer purchasing journeys can teach us as an industry.