Travel advertising is most effective when you understand your audience and that includes the complex journey today’s travelers take before booking. Our custom research reveals what people do as they gather inspiration and conduct research prior to booking their trip. Knowing what influences them and when is a powerful part of a successful travel advertising strategy.
As Black Friday, Cyber Monday, and Travel Tuesday quickly approach, it’s time for travel advertisers to plan now to ensure they don’t miss this e-commerce opportunity.
In today’s digital-first era, there’s a myriad of influential resources that inspire travelers to seek out certain destinations. From viral content on social media and posts from friends and family to destination sites and travel blogs, where people decide to travel can be a click away. Given that travelers are inundated with these outside influences and factors, how do people decide where to go?
The purchase path of travelers is anything but linear. The way people find inspiration to travel, research, and book trips continues to change, as well as what influences traveler behavior and decisions. These complexities make it challenging for travel brands and advertisers to understand where and how to show up throughout the path to purchase to reach travelers effectively.