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Sources: Think with Google - The 2013 Traveler Report Think with Google - The Customer Journey to Online Purchase European Travel Commission Digital Portal - Travel Booking Travel Weekly - Consumer Trends 2014 * Web & Design Partner: www.heaven-weps.com training aid To Learn More About Web Analytics & To Find Other Course Topics, Visit: www.trainingaid.org/courses Improve Your Performance Know Your Customers To take advantage of the growing online travel booking trends and to capture more travelers along the path of their online customer journey towards purchase, you need data on your customers and on your online performance. Source Engagement Location Use data to analyze web traffic and conversion goals to improve your marketing and sales performance. Learn about their behavior and preferences to target your content more effectively. Where are your customers? Which countries do most/ least of them come from? How do they find your content? What do they do once they’re on your site? Which pages engage them best? Value Reach Sales Track online booking num- bers, and gain insights into ecommerce performance. Learn about the value of online customer interactions. Analyze your marketing reach. Evaluate the perfor- mance of links you promote. That’s why analytics matters ! Purchase Last Interaction First Interaction many different paths of awareness, inspiration, interest actions that lead to purchase booking How do travelers get to travel decision-making? ? Focus not only on what they do right before booking, but also on the journey they take to get there. There are many different paths travelers take before making the decision to book a trip with you. To make sure that as many of those paths as possible lead to bookings, you need to pay attention to the whole journey, not just where they end up when they book. 1 3 2 Internet is the #1 source of travel research & inspiration. Travelers find information in various ways; so the journey leading to purchase, not just where and how they book, is important. More and more travelers around the world are booking online (and via mobile). ...SO WHAT DO WE KNOW ABOUT ONLINE TRAVEL BOOKING TRENDS? SOCIAL EMAIL PAID SEARCH ORGANIC SEARCH DISPLAY CLICK REFERRAL DIRECT How do travelers book their trip? Online Booking Is Growing Globally In 2014 the online travel market is expected to generate over ? Mobile Sales Is Up Mobile booking is also growing rapidly: In the US, 38% of travelers used a mobile device to purchase travel in 2014, compared to 23% in 2012. Online travel booking is growing in many European countries. The fastest growing online travel market is North America US$145 billion Asia Pacific Western Europe 50% of all UK travelers book travel online. 2013 2015 US$91bn US$126.6bn 20+% growth projected for 2015. How do travelers search for travel information? Familiy, Friends or Colleagues Internet Travel agents Books Information brochures Magazine and Newspapers TV 80% 49% 28% 18% 18% 14% 14% ? Internet is the #1 source of travel information. Online Travel Booking Trends Why Analytics Matters YOU NEED DIGITAL STRATEGIES TO TRACK & IMPROVE MARKETING RESULTS
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