Travel
We've brought together the latest insights from the travel sector, including case studies and thoughts from leaders to help you develop your travel digital strategy. Dive deep into insights around how consumers decide on airlines, hotels, car rentals and cruises for their travel needs.
Studies
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Travel Hotel Consumers: How Online Research Affects Bookings
A look at how travelers use online and offline resources to book hotels. A Compete survey found:
- Half of all hotel researchers indicated researching exclusively online
- Price was the leading reason for why consumers booked on a specific hotel website ...
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Traveler's Road to Decision 2010
As more Americans plan to travel, their use of the internet for travel-related research grows as well. A Google/OTX study gives insight into how travel shopping behaviors have evolved since past years, including:
- In 2010, there is a focus ...
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Role of Video in the Travel Shopping Process
Travelers seem to be saying - show me, don't tell me. This Compete study found that people who watch travel-related videos are more likely to:
- Have a higher frequency of search referrals to travel sites
- Spend an average of 41 ...
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Travel Cruise Consumers: How Online Research Affects Purchase
1 out of 4 people looking for a cruise start their journey online. Other insights from this Compete study include:
- 83% of cruise shoppers indicated that they researched on cruise operator websites
- Shoppers who used a search engine during their ...
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Air Traveler's Road to Decision 2010
Online research is taking off for travelers and airlines. More insights from an OTX survey found:
- 1 out of 4 comparison shop with Google
- Comparison shopping for flights is commonplace, even among wealthy travelers
- The majority of travelers check in ...
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Cruiser's Road to Decision 2010
98% of cruisers comparison shop on Google before choosing a cruise line. Other insights from this study include:
- 1 in 3 vacationers are undecided on a cruise line and destination they want prior to starting their research
- Carnival remains market ...
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Car Traveler's Road to Decision 2010
Nearly half of business travelers research online for car rentals before going on the road. This OTX study also found:
- 95+% of travelers comparison shop, mainly with Google, Expedia, Orbitz & Travelocity
- Enterprise remains market leader; however, affluent travelers favor Hertz
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Hotel Traveler's Road to Decision 2010
In 2010, 6% more travelers booked online than in 2009. Consumer research behavior from this OTX survey includes:
- Nearly 3 in 4 affluents book hotels online
- 97% of personal shoppers say they comparison shop to some extent every time
- Google ...
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Affluent Traveler's Road to Decision 2010
Affluent travelers are more tech savvy when it comes to booking trips, according to an OTX survey:
- Affluent travelers watch video throughout the travel process and prefer expert videos to user generated
- They're 18% more likely than general travelers ...
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Inside Look at Travel Boomer Buffs
From family vacations to early-retirement trips, boomers are heavy travelers. A survey conducted with Nielsen data shows how the Internet is a big part of the research process, including:
- "Boomer travel buffs" are more likely to click on sponsored links ...
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Role of Search in Travel Purchasing
The objective of the study was to map the role of search in the purchasing process in the Italian online travel market.
Key Findings:
- The results indicate that search is a critical part of the customer journey - nearly three quarters ...
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How Expedia Drove More Shoppers to its Website
Like many retailers, Expedia UK, the leading online travel provider in the UK, wanted to know more about how to effectively drive traffic to its website. Google and Marketshare analyzed Expedia shoppers' online behavior and found:
- Reallocating the same budget ...
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Videos
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Innovation Across Channels
Interview
Innovation Across Channels
Chuck Sullivan, SVP of Global Online Services at Hilton, describes innovation in marketing as: being the first to take messages across channels; exploiting technology by taking a fresh view of apps; and developing connections across channels by building a common ...
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Blend Channels
Interview
Blend Channels
Meredith Hanrahan, CMO of Cheapflights, talks about blending off- and on-line. Radio raises awareness, and optimized search drives consumers to the website, where transactions can take place. A careful blending of channels minimizes the cost of acquisition and maximizes ROI.
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No Hand Holding
Interview
No Hand Holding
Ravi Rao, CEO of Media Market Group Worldwide, talks about why travelers have become less loyal. It is partly because of the nature of online booking, and the fact that travel planning has become so impersonal. There are benefits to ...
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Measuring Efficacy
Interview
Measuring Efficacy
Bob Kupbens, VP of ecommerce for Delta Airlines, describes currently useful data as the clickpath within the site, the utilization of mobile services, and efficiency data from airport services such as kiosks. Because the goal is to make travel as ...
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Analysis Paralysis
Interview
Analysis Paralysis
Chuck Sullivan, SVP Global Online Services Worldwide for Hilton, recommends practicing selective analytics to avoid falling prey to analysis paralysis. Remain flexible: people who grow up in industries with strong verticals know what works until there is a disruptive factor. ...
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Trends: Convergence
Interview
Trends: Convergence
Chuck Sullivan, SVP Global Online Services Worldwide for Hilton, predicts that global convergence of branding messages across regions will become necessary. Channel convergence will accelerate because of the exponential growth in technology. Differentiating brands will become more important as cost-cutting ...
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Benefits of Digital
Interview
Benefits of Digital
Kate Sirkin, Head of Research at Starcom MediaVest Group, believes that digital information offers opportunities for her clients to engage effectively with consumers. Travel is quickly and efficiently researched and booked online, and mobile is critical for retail shopping.
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Personalization & Choice
Interview
Personalization & Choice
Thomas O'Toole, CMO of UAL Corporation, explains that digital innovation allows a brand to offer a wide range of choices to all customers while giving each customer personalized attention.
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Travel Customization
Interview
Travel Customization
Thomas O'Toole, CMO of UAL Corporation, discusses the marketing opportunities available to travel marketers between the time a trip is booked and the time the trip is taken. Customization of the travel experience is facilitated by digital, and marketers have ...
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Customers Drive Creativity
Case Study
Customers Drive Creativity
Anne Murray, Director of Integrated Marketing at Southwest Airlines, believes that sometimes, being first to market is more important than bringing something perfect to market. A trusted brand with engaged consumers can invite the customer to be part of the ...
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Travel & Mobile
Interview
Travel & Mobile
Anne Murray, Director of Integrated Marketing at Southwest Airlines, describes the operational features of mobile for travel users. The first point of contact with the brand could be via mobile, but the first live point of contact is at the ...
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Bags Fly Free
Interview
Bags Fly Free
Anne Murray, Director of Integrated Marketing at Southwest Airlines, believes that innovation is the marketer's responsibility. The "bags fly free" program was a risk because it was the opposite of what the industry was doing. Building market share takes time ...