With the new study, we found that while shoppers utilize several types of travel sites, consumers touched OTA sites at some point in eight of the top 10 most common hotel booking paths, and seven out of 10 for flight. For inspiration consumers start with Supplier and OTA sites nearly as often (40 percent and 39 percent, respectively) for hotels. Travelers visit OTA sites for research and consideration more than any other category for hotels (49 percent) and flights (46 percent). Also, regardless of where people initiate research for hotels and flights, OTAs are consistently the more common travel category immediately downstream of any influential touchpoint.
A couple key takeaways and suggestions for marketers:
- OTAs are used at all phases of the consumer path to purchase – inspiration, research, consideration and at the point of booking.
- Suggestion: Consider a full-funnel media approach through OTAs, to ensure you are reaching consumers at every stage of the journey.
- Meta sites are commonly leveraged as influential touch points, but Meta drives more traffic to OTAs than to any other travel category.
- Suggestion: Create partnerships that provide efficient and scalable reach on top channels.
- Consumers who start research on supplier sites are more likely to book on supplier, but not necessarily where they initiated.
- Suggestions: Bring them back! Give consumers a reason to remember and return to your site.
To learn more, download the study