The options continue to grow for consumers looking to book trips online, making gaining their attention and influencing their decisions further up the marketing funnel more competitive. Travel advertisers need to consider developing a multi-funnel approach to reach consumers at every stage of the travel purchasing journey and optimize user engagement.
Today consumers move between travel sites online as part of their purchase path.
The options continue to grow for consumers looking to book trips online, making gaining their attention and influencing their decisions further up the marketing funnel more competitive. Travel advertisers need to consider developing a multi-funnel approach to reach consumers at every stage of the travel purchasing journey and optimize user engagement.
Expedia Media Solutions Traveler Attribution Study Findings
Highlights from the study include:
- While shoppers utilize several types of travel sites, consumers touched OTA sites at some point in eight of the top 10 most common hotel booking paths, and seven out of 10 for flight.
- For inspiration consumers start with Supplier and OTA sites nearly as often (40 percent and 39 percent, respectively) for hotels
- Travelers visit OTA sites for research and consideration more than any other category for hotels (49 percent) and flights (46 percent)
- Regardless of where people initiate research for hotels and flights, OTAs are consistently the more common travel category immediately downstream of any influential touchpoint.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
