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 – many of which are highlighted here.

One area of the research that really jumped out to us here at Webtrends 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 the findings from the survey as well as picking up some helpful advice for travel companies, you can register for the free webinar, Connecting With Today’s Online Travel Shopper, which will take place on Thursday, Sept. 18. I’ll be there!