Search


Contact
BlogHeader_withIcons.jpg

New Study: More than 50 Percent of Travelers Are Looking for Help and Inspiration When Planning a Trip


   Andrew van der Feltz, Senior Director, EMEA Posted on 7/11/17 1:35 PM

Travel inspiration can occur at any time, whether it’s from a conversation with a friend or an image you see browsing the web. For a destination marketer, understanding how and when consumers can be inspired and influenced is key.

Today at the DMAI Annual Convention in Montreal, we released a new study, Multi-National Travel Trends <http://bit.ly/multinational-travel-trends>, which provides a snapshot of the preferences, priorities, attitudes and influences of online travelers from Australia, Canada, China, France, Germany, Japan, the U.K. and the U.S.

connectingthedots.jpg

While the consumer journey has become more complex as a result of the evolving digital world, there’s good news for destination marketing organizations (DMOs): the study shows that overall travelers are open-minded about destination choice and seeking information from a variety of sources. Across all eight countries, at least 50 percent of travelers are undecided on a destination and are looking for help and inspiration during the planning and booking process.

What types of content can inspire travel? Here are some highlights from the study:

  • Informative Content: Over 65 percent of travelers from all countries and more than 80 percent of American, British, Canadian and Chinese travelers are influenced by informative content from brands or destinations.
  • Appealing Deals: Advertising featuring deals are most likely to influence Americans, Canadians and Australians, while both French and German travelers place equal value on appealing deals and imagery.
  • Social Media: Chinese travelers are by far the most likely group of travelers to be influenced by social media, followed by Americans and Canadians. Only eight percent of Chinese travelers said social media does not influence their decision-making process, which is in sharp contrast to Japanese travelers, where nearly 60 percent said social media is not influential.

For more findings you can view the full study here: Multi-National Travel Trends <http://bit.ly/multinational-travel-trends>

Topics: Consumer Research, Asia Pacific, EMEA

Subscribe to Email Updates

Subscribe to Email Updates


Contact Us

Get in touch with one of our
Media Sales Consultants

Press Inquiries 

Get in touch with our
PR Team

Follow Us

Twitter

LinkedIn


New Interactive VisitBritain Campaign Entices Spy-Inspired Travel with Kingsman Movie Integration

The highly-anticipated sequel Kingsman: The Golden Circle showcases the exciting, secretive and adventurous side of Britain’s most iconic cities and landscapes. Extending that excitement from the big...Read more

Using Data Insights and Scale to Maximize Your Campaigns with Targeting

As marketers, we know smart targeting is one the best ways to get our messages in front of the right audience. There are a multitude of online advertising opportunities and it can be challenging to...Read more

Data the Secret Sauce Behind Destination Marketing – Then It’s What You Do with It, Just Look at Hawaii And Smile

For Andrew van der Feltz, a 21-year-veteran in destination marketing, his “aha” moment came when he joined Expedia Media Solutions two years ago and he saw the data, as it were. “Getting...Read more

New Study Reveals Differences in Travel Trends of Chinese, Japanese, and Australians

Travellers in the Asia Pacific region represent a dynamic sector of the travel industry—especially considering all the diversity the region has to offer. Our latest research captures some of these...Read more

Canadian Hotel Scripts Turnaround with Expedia TravelAds

After working with Expedia TravelAds for two years, Brent Hohlweg, director of marketing at Water’s Edge Shoreside Suites in Ucluelet, British Columbia pulled the property’s...Read more