For 92% of U.K. travellers, that Tripoli or Grecian holiday starts with an internet search Ð and travel companies would do well to understand their journey. This 2010 study on U.K. travellers comprehensively covers online consumer behaviour from search to purchase, including traveller profiles, purchase types, and most effective conversion strategies. People who click on sponsored links, for example, are one and a half times more likely to make a purchase, thus presenting enormous opportunities for travel companies.
Search has become a critical first step for traveling consumers. Google and Nielsen examined the search behaviors of travel shoppers throughout the UK and found:
- 92% of online travel purchasers used search
- 90% of purchasers used a generic search
- Travel shoppers who click on sponsored links are 1.5 times more likely to make a purchase