As someone in the travel industry, travel is both a matter of business and an area of personal interest. For more and more professionals, regardless of what industry they work in, the same holds true.
It is important to influence and keep your brand top of mind when reaching consumers as they browse the web – which can be challenging, considering how much content people are consuming online these days. For instance, our recent study on the Traveler’s Path to Purchase with comScore indicates that American, British and Canadian travelers make more than 120 to 160 visits to travel sites prior to booking a trip. Add on top of that all the other types of websites consumers are visiting. For example, the average American visits 140 travel sites and 290 total sites, so that includes another 150 visits to non-travel sites. This showcases the huge opportunity for brands to continue engage with travel shoppers throughout the consumer journey, reaching them wherever they are online.
The travel journey begins long before the bags are packed. It starts when a traveler selects where to go from the abundance of destination choices across the globe. But how do they decide where to go?
With the New Year in full swing, looking back can help us move ahead more effectively as travel marketers. Traveler behaviors and preferences throughout 2016 gives us a hint of what lies ahead, helping to identify opportunities for the coming year.
The travel journey begins long before the bags are packed. With so many dreamy vacation options out there — and an array of ways of discovering those options — how do travelers today decide where to go on their next trip?
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.
CNN defines a bleisure traveler as someone who puts the “fun” in a business trip. While we tend to agree, we wanted to dig in further to find out more about this segment of travelers who add an extra day (or more) to a business trip for leisure purposes – something many of us have likely done on many occasions. We know (firsthand even) that many business travelers turn their trips into “bleisure” trips, but why? What type of traveler is doing this, and what influences their decision to do so?
The digital audience in Canada may be smaller than that in the UK and U.S., but Canadian consumers are highly engaged. Collectively, they spend 148 billion minutes per month interacting with digital content, and 70% are consuming digital travel content.
Travel is a large — and growing — sector in the United States. In 2015 alone, American travelers logged 1.7 billion trips for leisure purposes, according to the U.S. Travel Association. We know Americans are traveling, but we also wanted to know how they are consuming digital travel content, what influences their travel decisions, and how marketers can best reach and influence them.