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 & APAC
July 11, 2017
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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.

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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>

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Andrew van der Feltz
Senior Director, EMEA & APAC
As senior director for the Europe, Middle East and Africa region at Expedia Group Media Solutions, Andrew van der Feltz drives business development and sales for the growing display advertising space. His team works closely with agencies, destination marketing organizations, hotel and airline partners in the region. Prior to joining Expedia, Andy was the Director of Business Development & Operations at the Netherlands Board of Tourism & Conventions (NBTC) since April 2011. Prior to this, he also worked at NBTC in the London office as country manager for the UK and Ireland. He started his career at NBTC as marketing manager, after his role as an international marketing manager at VisitScotland. Andy studied Marketing and French in Scotland, continued his postdoc education at the Institute of Marketing in Edinburgh, and attended the Executive Educational Programme in General Management at the London Business School.
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