There may be a number of elements written into the recipe for success in the travel industry, but ensuring you gain a thorough understanding of your customers is right up there at the top of the priority list. Analysing the behaviour of travellers is a must in order to properly create the sort of customised experiences that consumers are looking for; so, you can imagine we were most interested in the new study from Expedia Media Solutions, 'The Traveller's Path to Purchase'.
The research analysed the trends and behaviours of British, American and Canadian travellers along the 45-day funnel that led to a purchase, searching for patterns to inform travel businesses for the coming year.
The study highlighted the fact that if your digital offering isn't up to scratch, the New Year might be a time to address the gaps. All three regions had seen substantial growth in digital travel consumption with Canadians spending 806 million minutes on digital travel content, Brits 2.4 billion minutes, and Americans 8.7 billion minutes.
As well as the growth in content consumption, it was found that digital users in all three regions were receptive to new offers they might encounter along their journey – nearly one-third or more were influenced by advertising.
It was also found that this engagement with travel content saw a boost the closer a consumer came to making a booking, though it appeared that those searching in Canada made the most travel site visits during the study period with 161. Next up were those in America who made 140 visits before a purchase whilst the Brits made less at 121.
The study underlined the fact that mobile is fast becoming the device of choice for travellers looking to consume digital content – 75% of those browsing in the US and 82% of those in the UK engaged with travel content on mobile rather than on desktop. However, 65% of travellers in Canada spent more time perusing travel content on their desktop than using their smartphone or other mobile device.
Finally, there was some good news for online travel agents who accounted for approximately one-third of site visits for all three regions and boasted the largest share of visits when regarding the buyer's process in its entirety.
What's the solution?
Opportunities may abound for online travel agents in 2017 - but is your website engaging and user-friendly enough to keep consumers interested? If you would like to know more about our digital solutions and travel technology that can ensure your website stays ahead of the crowd...