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.
At Expedia Media Solutions, we have access to billions of proprietary, first-party data points on travel intent and booking from the millions of visitors around the world who are coming to our sites monthly to dream, search, compare and book travel. So, we know when our travelers are searching, what they are searching for, and where and when they are traveling. All this data informs our product strategy and development, including the digital marketing solutions we offer. Our travel marketing and analytics experts tap into our data across our global brands to help our marketing partners create the right campaigns to target the right audiences at the right time with the right message. We have solutions throughout the purchase path—from inspiration to purchase—to move travel shoppers through the funnel and book their trip.
Here are a few examples of how we work with marketers in each phase of the purchase path:
With 2017 coming to an end, we are focusing our efforts in the coming year to creating new digital media products that put the customer first: both the travel shopper and the advertiser.
For instance, we are working on a new category of offerings called LinkDirect, which we previewed during the Expedia Partner Conference last week. LinkDirect helps advertisers reach a highly qualified audience of travel shoppers across the portfolio of Expedia, Inc. brands and offers travelers a choice to book with the advertiser directly. The new LinkDirect suite of products allows advertisers to build brand awareness, drive direct bookings, and capture customer data. While not yet available, if you are interested in learning more about LinkDirect, you can sign up and subscribe to our blog to stay up-to-date.