A Travel Buyer’s Journey

PhoCusWright, a market research company that focuses on the travel industry, recently completed a survey about the online research and booking tendencies of travelers. They found a number of interesting statistics.

One area of the research that really jumped out to us here at Webtrends Optimize is the use of multiple devices during a traveler’s booking process. PhoCusWright found that travelers use an average of 6.5 sites and devices before booking travel. This proves just how critical it is for online travel companies to have a cross-channel strategy so they can clearly understand the customer journey, where there might be trouble spots, and how they can best take action to persuade a traveler to ultimately book through their site. You can learn more about the cross-channel journey in an article I recently wrote called The Mobile Silo: Why your mobile marketing dollars rarely take off.

Lastly, if you’re interested in hearing more about optimisation targeted to travel websites, give us a shout!