You might be asking yourself, where does advertising fit in?
American travelers spend 8.7 billion minutes on digital travel content, representing a 41% increase year-over-year. That’s a lot of travel content that Americans are consuming, which represents a big opportunity for travel marketers to reach them with their content. Our research found that more than one quarter of U.S. online travel bookers stated they were influenced by advertising while considering more than one location for their trip in each of the countries. In addition, 47% of American online travel bookers stated they recalled seeing a travel ad while shopping for or booking travel.
Illustrating the degree to which digital travel shoppers in the U.S. engage with travel content online, the data reveals a profound opportunity for marketers to connect with consumers through an integrated strategy that accounts for behavior at all stages of the booking journey, from inspiration to final purchase.
For more findings on the American traveler’s path to purchase and tips on how to integrate these insights into your marketing, download the whitepaper here.
For even more insights, download the full Path to Purchase research here.