We conducted a study to better understand how consumers in Denmark research and purchase travel online. We found that the internet is by far the most important booking channel, regardless of whether a traveller's getting away for a night or an entire week. Search engines are commonly used to assist in the travel booking process, and bookings in the travel vertical are also accompanied by in-depth research process that occurs primarily online.
This study will help you understand more about how consumers in Denmark research and purchase travel online.
Key findings:
- The internet is by far the most important booking channel in the travel vertical regardless of travel product and trip length
- Online research in the travel vertical has to meet highly differentiated information needs: on average 9 topics are expected to be found on the internet
- Search engines are the top online information source and widely used in every research stage, as they serve as an important navigator to relevant sources
- Bookings in the travel vertical are accompanied by an in-depth research process with online sources being most frequently considered for information purposes.
