Performance Travel: Travellers & purchase paths
More than half of European holidaymakers are turning to online and mobile Performance Marketing channels to help them design and buy their dream holiday – at the best possible price. So says the latest study commissioned by the Tradedoubler Insight Unit, Performance Marketing: Travellers & Purchase Paths.
Travellers are increasingly using Performance Marketing sites and apps - such as price comparison, voucher code, loyalty and reward or cashback –to help them find the most competitive prices: 57 per cent for hotels, 53 per cent for flights and 59 per cent for holidays.
Even at the research stage of choosing a holiday destination, 44 per cent of travellers are using price-focused Performance Marketing sites - almost as many as those that seek out ideas and information via online travel agents (50 per cent).
And, when it comes to flights, 71 per cent of travellers say they always look at Performance Marketing sites to ensure that they are getting the best deal, with only 38 per cent maintaining their loyalty to a particular airline by checking frequent flyer schemes.
The study also reveals how the growth in mobile as part of the purchase journey is particularly pronounced, with 19 per cent of tech-savvy travellers booking their holidays via a mobile.
The Performance Marketing: Travellers & Purchase Paths whitepaper provides a comprehensive insight into how Performance Marketing channels are now embedded in the research, decision-making and buying behaviour of Europe’s most connected travellers. Providing travel marketers with an in-depth understanding of the latest behavioural trends, its insights into how brands need to adopt tailored, integrated performance marketing strategies to engage potential customers could mean the difference between success and failure when it comes to attracting business from tech-savvy travellers.
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