Travelers & Purchase Paths – how Performance Marketing influences inspiration and choice in the travel sector
posted by Sarah Spencer - Network Comms Manager • 30 Jul 2013
With the holiday season now well under way, it’s the perfect time to take a look at the hot trends in travel and mobile. Tradedoubler’s latest performance marketing research “Travelers & Purchase Paths – how Performance Marketing influences inspiration and choice in the travel sector” – is the perfect read to understand how today’s holidaymakers choose and book their trips. Have you done enough to get in front of today’s tech-savvy travelers?
Figures revealed by Tradedoubler’s latest performance marketing research study found that more than half of tech-savvy holidaymakers are rejecting travel agents in their quest to design their own dream holidays on a budget.
The study found that one in five people prefer to book a holiday via their mobile and more than half of those planning a getaway use performance marketing sites and apps to help them plan!
Utilising Performance marketing can create competitive advantage in the highly saturated travel sector
One of the major trends uncovered by the research was travellers’ use of performance marketing sites and apps - such as price comparison, loyalty and reward, voucher code and cashback. More than half use such sites to help them find the best price: 59% for holidays, 57% for hotels and 53% for flights.
Tradedoubler’s regional director, Dan Cohen, said: “Holidaymakers now have unprecedented levels of information and offers at their fingertips and it’s driving a significant shift in how they research and book holidays.”
As you can see in the below graphic, we found that 20% of holiday makers are already using their mobile devices to book their holidays! With a whopping 28% tech-savvy 25-34 year-olds alreay doing so. Moreover, at the research stage the study found that 44% of travellers are using price-focused performance maketing sites and apps to find the best deal for their hard-earned cash. Airlines, hotels and holiday operaters without a presence on these popular performance marketing channels will loose out to completition with todays well-travelled tech-savvy consumers.
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