Why Travel Businesses Need to Understand Path to Purchase

Estimated Reading Time 2 minutes

Last year (2015) saw a maturing of online travel sales. The growth was certainly there and by all accounts it may well continue even under uncertain economic outlook.

What has changed however, is the changing shift of consumers online and the paths we once knew to be sure fire customer acquisitions channels, are beginning to change – or at best fragment.

Why Travel Businesses Need to Understand Path to Purchase

Citing 2 recent studies, the New online travel consumer report, featuring Euromonitor International and the European Tour Operators Association (ETOA) it is clear that consumers are using more sites, channels, apps and devices to research where to go and ultimately book online. Even once researched, consumers can change their mind based of peer recommendations or site reviews.

In the Deloitte Travel Consumer 2015 “Engaging the empowered holidaymaker” report we see that price is still the biggest driver alongside previous experience and reputation. Collectively, these three influential factors make up the largest decision drivers for consumers.

Why Travel Businesses Need to Understand Path to Purchase

As consumers look to spend more money and go further afield, see chart below from Euromonitor International, the need for understand analytics and the consumer journey becomes far more crucial than ever.

travel digital clarity

This is the first in a series of insights that we will be looking at regarding Travel and the online consumer so please visit the blog regularly.

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Reggie James
Having built and sold various technology businesses over the years, Reggie heads the consultancy and commercial side of the business. Approachable and pragmatic, Reggie previously ran the first dot-com to list on the Singapore Stock Exchange as well as developing business strategies for brands whilst at AltaVista and Yahoo! before launching Digital Clarity. As a passive investor, he is also involved in the US public OTC markets.