Sources: Think with Google - The 2013 Traveler ReportThink with Google - The Customer Journey to Online PurchaseEuropean Travel Commission Digital Portal - Travel BookingTravel Weekly - Consumer Trends 2014
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Improve Your PerformanceKnow 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 yourcontent?
What do they do once they’re on your site? Which pages engage them best?
Value
Reach
SalesTrack 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 !
PurchaseLast Interaction
First Interaction
many different paths of awareness,
inspiration, interest
actions that lead to
purchasebooking
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
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 UpMobile 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 PacificWestern 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
