Influencing the Travel Shopper Along the Path to Purchase

Matthew Reichek, Global Vice President, Product & Analytics
July 13, 2016
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Travel purchases are rarely straightforward — research shows that shoppers looking to buy a package visit travel sites an average of 38 times prior to purchase. That’s why as travel marketers it’s essential for us to understand the traveler’s complex journey along the path to purchase.

Drilling into the role OTAs currently play in the decision making process — from inspiration to research and ultimately to purchase —a recent study by Millward Brown Digital discovered that OTAs account for 39% traffic share at the point of inspiration; they comprise nearly half (49%) in the mid-funnel, and 40% of share in the purchasing stage.

Knowing that OTAs play such a significant role in the traveler shopping process, we worked to create and test products that would help brands reach their target audience. The result is Expedia Brands Portfolio.

So what does it look like in action? One of our partners, a large hotel chain, approached us with the objective of filling rooms during the slow season across key markets in their US locations. The solution implemented was Expedia Brands Portfolio, targeted display advertisements that ran across the US network of brands: Expedia.com, Hotels.com, Orbitz.com, Travelocity.com and Hotwire.com.

This approach helped the hotel chain’s offer reach consumers who were cross-shopping and comparing hotels across different sites. With a return-on-ad-spend of 94:1, the hotel chain was able to fill room nights in their soft period effectively with a fantastic return.

Because the consumer travel purchase journey includes many stops along the way, Expedia Brands Portfolio is designed to connect brands with their target audience more effectively in light of that cross-shopping behavior. Learn more about Expedia Brands Portfolio and how it can help you meet your marketing goals here.

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Matthew Reichek
Global Vice President, Product & Analytics
As global vice president of product and analytics at Expedia Media Solutions, Matthew Reichek is responsible for leading analytics and business intelligence along with advertising product development and portfolio integration across the Expedia, Inc. suite of travel brands. Under Matthew’s leadership, Expedia Media Solutions has built and optimized a full suite of innovative marketing solutions that empower partners to reach consumers during all phases of the travel journey. Prior to joining Expedia, Matthew served as vice president and research analyst at two private San Francisco-based investment firms, First Oak Capital Management and Seasons Capital Management. Matthew was also previously an equity research analyst at Citi, where he was part of the top ranked internet and e-commerce team. Matthew has an MBA from the Wharton School at the University of Pennsylvania where he was a double major in finance and marketing. He received his BA with high honors from Wesleyan University.
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