This new study also highlights a decisiveness among British consumers to travel amid uncertainty, as 33% of package holidays were purchased in a single day, while 63% of holidays were purchased within a month over the study period (May-July 2019).
According to a new research Microsoft recently released on the popular package holiday offering, there are three distinct types of online package holiday bookers that range from decisive quick converters (book within 1 day) to curious browsers (book within a month) to cautious converters (take 1 month+ to book). The length of the purchase path has been found to engender many distinctions in user behaviour and preferences but also some similarities too.
Key findings include:
- 33% of online package holiday bookings occurred in 1 day and 63% of online holiday bookings occurred within a month (highlighting great resilience amongst travellers amidst uncertainty)
- Younger demographics were more decisive and had shorter purchase paths
- Brand loyalty decreases in longer purchase paths
- Price sensitivity is a driver of caution and was greater in longer purchase paths
- Destination curiosity increases in longer purchase paths
- Advertising was found to be influential amongst all three types of package holiday bookers, with 60% of online package holiday bookings being influenced/exposed to online advertising
Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.
She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.