For online travel shoppers, the purchase journey is complex. From the inspiration, research and consideration phases to the booking phase, the process may include many twists and turns while navigating online travel information, OTA, hotel and airline sites, and more. With an understanding of the intricate online booking journey, brands can connect with travelers and influence their purchases.
A new study on the Traveler’s Path to Purchase from Expedia Media Solutions and comScore reveals trends in how online travel shoppers in the U.S., U.K. and Canada choose destinations and make travel purchases.
The study found that Americans spent 8.7 billion minutes on digital travel content during a 15-month period, more than a 40 percent increase year over year. In the 45 days leading up to an online travel purchase, American shoppers visit travel sites an average of 140 times, and as they get nearer to making a purchase decision, they seek out even more content and spend a significant amount of time conducting online research and planning.
During this booking journey, American travelers are also paying attention to advertising: 32 percent said advertising or word of mouth prompts their research and exploration of a trip. The impact of advertising is further illustrated in that nearly half of travel bookers recall seeing a travel ad while shopping for or booking travel. This presents a great opportunity for travel marketers to reach and influence the online booker throughout their travel path to purchase.
This artcile was originally published on Skift.
Downloaded the full Path to Purchase research here.