Online travel shoppers have many choices to make as they are booking a trip, from where to go and how to get there, to what site to book on. Today, at Phocuswright 2016 in Los Angeles, we released findings from the new study, The Traveler’s Path to Purchase that we commissioned with comScore. The new study identifies trends of the American, British and Canadian online travel shopper throughout the inspiration, consideration and booking phases.
Considering the complexity of travelers’ purchase behaviors, brands have multiple opportunities to connect with — and ultimately influence — consumers at touchpoints along the way. Advertising can play an important role during the 45-day period leading up to online travel booking; 64% of Canadian travel bookers, 59% of UK travel bookers and 47% of U.S. travel bookers recalled seeing a travel ad while shopping for or booking travel.
You can access the full Path to Purchase research here: https://info.advertising.expedia.com/travel-consumers-path-to-purchase-research-for-marketers