Researching around the world
Travelers consider wide-ranging destinations when planning a trip, from nearby cities to far off international destinations, while their research on destinations spans the entire globe. American travelers are two times more likely to travel domestically, while British and Canadian travelers are two times more likely book international destinations.
Influential resources impacting destination decisions
There are many factors that can influence where travelers book a trip, from recommendations, social media images, travel information sites, and much more. Across the board in all three regions studied, online travel agencies (OTAs) and recommendations from friends and families are the leading resources for selecting a destination.
Source: comScore Survey, 2016
The potential for advertising to influence destination decisions is significant as many consumers keep several locations in mind until the very end of their purchase cycle.
Here are a few ways travel marketers can connect their brand with shoppers throughout the purchase path:
For more findings on how travelers choose a destination, and more on how to influence the location travelers book, you can download the whitepaper here, or access the full
This post was originally published in Tnooz.