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UK Insights

Buying a holiday online? It's complicated

Claire Davies

Former editor and head of content

Leisure 17.09.2015 / 02:00

Digital Travel

How brands can best use their inventory to take advantage of new channels and trends

A report into the importance of product data in travel marketing has found that travel brands need to be agile to adapt to the complex multi-channel path-to-purchase for an online holiday shopper.

Marketing technology agency FusePump, a sister WPP company, has published a report on the importance of product data in travel marketing - showing how brands can best use their inventory to take advantage of new channels and digital trends.

The report features commentary from Tom Costley at Kantar's TNS: "Travel brands will need to keep up with innovations that extend outside their sector if they want to keep today's digital consumer happy."

Discussing metasearch, user-generated content, display and retargeting and social media, the report finds that:

  • Converting a travel customer is complicated: Travellers visit an average of 17 websites before booking (Google). Travel has an 82.7% basket abandonment rate (SaleCycle) and the path to purchase takes 13.2 days (Qubit).
  • Many channels are used by travel shoppers, with search still on top. 74% of leisure travellers use the internet to plan their trips, and 60% of those shoppers use a search engine. (Google) 18% of total internet users use social media to research and plan travel, but that number rises to 44% among 16- to 24-year-olds. (ABTA) 27% of travel customers will visit a travel review site at some point in the process. (ABTA)
  • Travel brands will have to be agile and ready to adapt, with the growth of mobile, augmented reality, wearables and near-field communication. They should consider partnering with brands outside the industry to make the most of consumer trends.

With complicated purchase journeys, consumers using a range of sources to research and book holidays, and the prominence of mobile and social media, FusePump asks travel brands to consider whether they are sending the right marketing content to the appropriate places - and whether they have a handle on the (often very complicated) product data that consumers will need to view in order to make that all-important booking decision.

Source : Kantar, Kantar TNS

Editor's Notes

FusePump, a WPP company, is a strategic partner for brands and agencies who want to apply technology in creative ways, to succeed in digital commerce. To download the full report, visit the Fusepump website.

To interview our Tom Costley about the travel industry, or for additional data, please contact us.

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