When using these travel insights for more successful advertising campaigns, it’s important to consider solutions that allow you to create customized copy and imagery that showcases your location, experiences, and promotions or deals to appeal to travelers’ wallets and wanderlust. Over half (52%) of travelers considered compelling images in advertising to be influential, followed by promotions or deals (46%), content highlighting interesting experiences (41%), and inspirational content (38%). Among those that were influenced by advertising, 67% of travelers recall noticing an influential ad during the inspiration phase. On average, nearly one in five (19%) travelers said advertising influenced their decision to book a trip. The survey findings reinforce the value and influence of travel advertising and illustrate how advertising impacts traveler decisions, especially at the start of the travel consumer journey. The influence of advertising on traveler decisions With our robust targeting capabilities and these insights, it’s easier to reach these travelers at precise points in their journey. On average, the path to purchase is more than two months long, providing travel advertisers with a significant window of opportunity to influence traveler booking decisions. Vacation rental guests have a longer purchase path at 83 days, and they book their accommodations more than three months prior to trip start. For example, the path to purchase for Japanese travelers is only 45 days, which means they book much closer to their trip date than other travelers. The path to purchase varies by country and travel type. Within this period, travelers spend 33 days in the inspiration phase and 38 days in the research and planning phase. The global travel behavior insights we gathered from the survey showed that the average path to purchase is 71 days. This indicates that even if travelers ultimately book on another website, they likely visited an OTA for inspiration, research, or planning purposes. OTAs in particular are a popular resource, with four in five travelers visiting an OTA at some point before making a travel purchase.
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