Search Travel Market Report

mainlogo
www.travelmarketreport.com
  • News
  • Tours & Packages
  • Cruise
  • Hotels & Resorts
  • Destinations
  • Retail Strategies
  • Niche & Luxury
  • Air
  • Training & Events
  • Who We Are
    • Brian Israel
    • Dan McCarthy
    • Denise Caiazzo
    • Dori Saltzman
    • Kelly Fontenelle

Consumers Visit 38 Sites Before Booking, Expedia Says

by Barbara Peterson / December 02, 2015

When researching a trip, consumers first look for information and compare prices — and that’s where robust content can help a company stand out, Expedia’s Wendy Olson Killion said at the Phocuswright conference last month.  

It’s especially important with the Millennial market, which responds well to high-quality video and images. Expedia works with destination-marketing organizations to create original material and to help brands stand out; its video showcasing Bermuda’s activities, for example, is designed to shift the perception that the island’s attractions are geared to an older crowd. 

“Travel is complicated to book,” despite the wealth of information out there, and “consumers have so many choices,” noted Killion, who is director of product management and product marketing for the Expedia unit. 

No matter how they end up booking a trip, consumers are spending more time visiting websites to plan their getaways — 38, on average — according to a new Traveler Attribution Study conducted by Expedia Media Solutions. 

The report, unveiled at the annual Phocuswright Conference showcasing travel innovation, is based on millions of clickstream data points, starting a full 45 days prior to the actual booking date.  

The data show that in the week right before making a booking, travelers more than doubled the time they spent surfing the internet. This could be a selling point for travel agents, particularly those who specialize in destinations or niches, like adventure travel, that are more complex than a simple point-to-point. That’s where agents can save clients real time and aggravation.  

The research also looked at how the plethora of travel sites available — meta search engines, OTAs, and supplier sites — work together to drive consumer choice. It confirmed that many people browse OTAs even if they ultimately end up booking with a supplier or another booking source, such as an agency or TMC.  

Google Travel talks of ‘travel snacking’
Meanwhile, in another presentation at the Phocuswright confab, Oliver Heckmann, Google Travel’s vice president of product and engineering for Travel and Shopping, noted that YouTube is an underappreciated resource for travel sellers. There are literally millions of travel videos on the site, but relatively few are specifically branded in a way to drive consumers to a specific agency or supplier.  

Of course, Google is also working on driving more consumers to its own site, rolling out a new app that presents an array of options for deal-seekers who aren’t locked into specific dates.  

“Travel planning is more than just searching for a flight and a hotel; it’s a long process,” Heckmann said, using the term “travel snacking” to describe the way consumers dip into various websites as they move to the final purchase. “Our goal is to make it easier.”  

However, as sites like Google and Trip Advisor add booking capability, the question is whether they can provide the level of customer service that many travelers demand, especially if things go wrong at some point during the booking process or the trip itself.

All of which adds up to a powerful argument for the role of the traditional travel agent.  

  5
  0

MOST VIEWED

  1. U.S. State Department Updates Jamaica Travel Warning to Level 3
  2. First Hand Look at the Soon-to-Open Sam Lord's Castle Barbados, A Wyndham Grand Resort
  3. TSA Will Now Allow Teens to Access PreCheck with Parents or Guardians
  4. 25 Qualifying Questions to Help You Nail Your Clients' Vacation Plans
  5. Tips for Delivering Bad News to Your Clients
  6. Report: Margaritaville Times Square Faces Foreclosure

MOST EMAILED

  1. First Hand Look at the Soon-to-Open Sam Lord's Castle Barbados, A Wyndham Grand Resort
  2. 5 Reasons You Need to Use a Travel Advisor Now More Than Ever
  3. U.S. State Department Updates Jamaica Travel Warning to Level 3
  4. 25 Qualifying Questions to Help You Nail Your Clients' Vacation Plans
  5. TSA Will Now Allow Teens to Access PreCheck with Parents or Guardians
  6. Tips for Delivering Bad News to Your Clients
TMR Subscription

Subscribe today to receive daily in-depth coverage, analysis of industry news, trends and issues that affect how you do business. Subscribe now for free.

Subscribe to TMR

Top Stories
FAA Issues Ground Delays for Two Airports Due to Wildfire Smoke
FAA Issues Ground Delays for Two Airports Due to Wildfire Smoke

Lack of visibility is still impacting travel in some parts of the U.S.  

Read...
U.S. FAA Issues Ground Stop for LaGuardia Airport Due to Smoke from Canadian Wildfires
U.S. FAA Issues Ground Stop for LaGuardia Airport Due to Smoke from Canadian Wildfires

The ground stop will last until at least 2 p.m.

Read...
London Heathrow Security Officers Announce 31 Days of Strikes this Summer
London Heathrow Security Officers Announce 31 Days of Strikes this Summer

Passengers traveling through Heathrow should prepare for disruptions. 

Read...
U.S. State Department Reissues Travel Advisories for Four Destinations
U.S. State Department Reissues Travel Advisories for Four Destinations

The updates include one popular European tourist spot and another in the Caribbean.

Read...
Beleaguered Vantage Travel Reportedly Looking to Sell
Beleaguered Vantage Travel Reportedly Looking to Sell

Vantage is not a member of the USTOA. 

Read...
JetBlue Announces New Direct Flights from New York to St. Kitts
JetBlue Announces New Direct Flights from New York to St. Kitts

Bookings are now open.

Read...
TMR OUTLOOKS & WHITE PAPERS
Cruise Trend Outlook 2023
river cruise 2022
group outlook 2022
View All
Advertiser's Voice
https://img.youtube.com/vi/TIZwKLcPwbg/0.jpg
We Appreciate our Travel Advisors
About Travel Market Report Mission Staff Advisory Board Advertise
TMR Resources Webinars Calendar of Events Outlook/Whitepapers Previous Sponsored Articles Previous This Week Articles
Subscribe to TMR
Select Language
Do You Have an Idea Email
editor@travelmarketreport.com
Give Us a Call
1-(516) 730-3097
Drop Us a Note
Travel Market Report
71 Audrey Ave, Oyster Bay, NY 11771
News |Tours & Packages |Cruise |Hotels & Resorts |Destinations |Retail Strategies |Niche & Luxury |Air |Training & Events |Who We Are
© 2005 - 2023 Travel Market Report, an American Marketing Group Inc. Company All Rights Reserved | 243 South Street, Oyster Bay, NY, 11771 USA | Telephone (516) 730-3097| Terms and Conditions
Cookie Policy Privacy Policy