Internet Travel Monitor - Marketing, Research & TechSojern, travel’s direct demand engine, with thousands of clients across the air, lodging, car, cruise, and tourism industries—today released its new report, “The Modern Traveler’s Paths to Purchase”. The report offers deep insights into how consumers buy travel services by looking at eight anonymous user purchase journeys spanning multiple devices, regions, and trip motivations. The report debunks the prevailing notion that travelers plan their trips in a predictable way following the ‘average’, and demonstrates the need for brands to use highly personalized targeting in order to reach and impact travelers across the full range of shopping journeys.
November 1, 2017
Sojern’s Latest Report Debunks the Myth of the ‘Average’ Traveler
Sojern’s new report finds a wide variance in path to purchase patterns and shopping behavior,
with one traveler creating as many as 735 data points before embarking on a trip
“The pathway to purchase for the modern traveler is both fascinating and complex and one of the fundamental challenges we are all facing today is how do we connect the dots and use data to better understand how to talk to the right customers at the right time,” comments Stephen Taylor, Senior Vice President at Sojern. “If we can use data to understand what stage each unique traveler is at and plot consumers along this pathway, then we can start to do what we are all aspiring to, which is not just knowing the right time to serve the right message but to begin doing it in sequence. We need to consider how we can take someone down their pathway in a way that is most likely to end in a booking.”
Select companies like Sojern have the technology to connect the dots between the intent generated by online travel research and the delivery of ad content targeting consumers with personalized messaging, based on their stage along the path to purchase.
Key findings in the report:
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