The travel journey begins long before the bags are packed. With so many dreamy vacation options out there — and an array of ways of discovering those options — how do travelers today decide where to go on their next trip?
Travel shoppers take many sidesteps, turns and detours as they navigate their way to deciding on a travel destination. So, how do those detours impact destination selection? And at what point in the lead-up to booking do travelers turn to different resources as they decide where to go?
Our white paper, Destination selection during the traveler’s path to purchase, sheds light on
just how complex destination selection is for digital travel shoppers specifically in the U.K., U.S. and Canada. The data shows where, when and how to effectively influence these travel consumers as they research and plan trips.
Digital detours and destination selection
For most travelers, picking a destination and booking a trip isn’t a simple transaction. In fact, more than half of travel shoppers in the U.K. and Canada begin their trip planning with more than one destination in mind. And in the U.S., it’s just over one-third.
Number of Destinations ConsideredSource: comScore Survey, 2016
Even at the end of the purchase funnel, as travelers-to-be are poised to make a purchase, many continue to research different destinations before locking one in.
What does that mean for travel marketers? There are ample opportunities to influence where travelers go.
Understanding how travel shoppers in the U.K., U.S. and Canada choose their trip destination
- The destinations that digital travel consumers in the U.K., U.S. and Canada research most frequently
- How much online research travel shoppers do and the most frequently used resources for each market
- Which resources are the most influential on travelers’ destination decisions
- What factors influence where U.K., U.S. and Canadian travelers go
- How much digital content travelers engage with and the effectiveness of digital travel advertising