Role of Search in Travel Purchasing
6.2010 | EMEA
The objective of the study was to map the role of search in the purchasing process in the Italian online travel market.
- The results indicate that search is a critical part of the customer journey - nearly three quarters use search at some point
- There is a strong positive correlation between search intensity and actual purchase - those that go on to purchase search more often on more sites over a longer period of time
- The vast majority use generic terms, which are maintained throughout the purchase journey