62% of Holidaymakers Shun Travel Agents and More than Half Turn to Performance Marketing to Find Best Deals
One in five book holidays via mobile
London, 29 July 2013 – More than half of tech-savvy holidaymakers (1) are rejecting travel agents in their quest to design dream holidays on a budget. These figures come from the latest study into travel trends commissioned by the Tradedoubler Insight Unit (2), Performance Marketing: Travellers & Purchase Paths. The research reveals insights into the complex purchase journey that travellers embark on as they research and book destinations, flights, hotels and package holidays – all with an eye on the best possible deal.
Amongst those who had taken a holiday in the past two years, 62 per cent chose to put their own itinerary together, booking flights and hotels separately – far more than opted for traditional cost-saving, one-stop options such as package holidays (41 per cent) or all-inclusive trips (20 per cent).
The second major trend uncovered by the research is travellers’ increasing use of Performance Marketing sites and apps - such as price comparison, voucher code, loyalty and reward or cashback. More than half use such sites to help them find the best price: 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).
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 price, with only 38 per cent maintaining loyalty to a particular airline by checking frequent flyer schemes.
“Holidaymakers have unprecedented levels of information and offers at their fingertips, including on their smartphones and tablets, and it’s driving an amazing shift in how they research and book holidays,” said Dan Cohen, Regional Director, Tradedoubler
“One in five now book holidays using a mobile, a figure that rises to 28 per cent amongst mobile-savvy 25-34 year olds. Airlines, hotels and holiday operators without a presence on the right performance marketing channels are going to lose out,” continued Cohen.
Across Europe €98.1bn is spent online on travel, making it the largest online business sector. Forecasts estimate that this figure will grow by seven per cent a year, reaching €112.2bn in 2014. 41 per cent of all consumer travel spend is online; this will rise to 44 per cent by 20143.
Notes to Editors:
Tradedoubler creates award-winning, multi-channel performance marketing programs for clients on a payment-by-results basis. It generates more than €3.5bn in sales for its clients, with travel being the largest contributor. Its clients include Expedia, Hotels.com, ClubMed and venere.com and Tradedoubler works with publishers such as Skyscanner and Trivago.
1. Holidaymakers who own a smartphone and shop online at least once per month.
2. Tradedoubler Insight Unit, commissioned the research from Fox Insights. The survey was conducted online amongst 2,500 smartphone users who shop at least once a month online - in the UK, France, Germany, Italy, Netherlands, Spain, Sweden and Poland. The countries covered by the research account for 89 per cent of the retail e-commerce market in Europe.
3. PhoCusWright European Travel Online Overview – December 2012
For media information, contact:
Joe Hawke/Richard Bell
Tel: +44 1189 090909