What Google Can Teach Us About the Connected Travel Buyer

 In Insights

Estimated Reading Time 6 minutes

It is not unsurprising that travel buyers are increasingly using online environments when looking at purchasing trips and vacations.

What is less clear however, is the journey that is taken before purchases are finally made. If we look at the travel consumer, there are some incredible statistics that professional purveyors of travel destinations need to be aware of.

Understanding Micro Moments

The Google Summer Travel Survey 2017 highlighted some interesting findings especially on types of research conducted by consumers as well as device use.

Six in ten people considering a summer trip in April, were already conducting some type of research in April

This is a significant statistic as it reaffirms the micro moments covered last month on travel buyer’s user journeys path to purchase.

The Shift from Desktop to Mobile

Though this may seem obvious, it is not the case that all travel markets are engaged via mobile devices. Though the change is happening, certain sectors are more mobile centric than others.

From Google’s internal data based on search queries ending January 2017, the markets that have definitely shifted to mobile engagement and growing are:

  • Luxury Travel
  • Couples Travel
  • Family Vacations
  • Honeymoons

Of this group, searches related to Family Vacations have shown the strongest growth year-on-year.

On Demand Feeds Spontaneity

From the February 2017 Summer Travel Google Survey February 2017, there is the growing demand for by consumers for an ‘always on’ environment.

16% of those researching summer trips will plan most of their activities on the fly

Mobile devices enable increased flexibility for travellers when planning vacation activities. This is served perfectly by Travel companies who use Google AdWords in line with strong social content.

If you would like to learn more about micro moments or how working with a Google Premier Partner can seriously increase your business, please get in touch.

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