Tambourine

Guests are likely to visit 13 sites before making a purchase.

The internet has changed travel consumer buying behavior dramatically. Guests now research and compare more than ever before… consulting up to 20 or more different sites before making a purchase!

TambourineNumbersforNinjas13%The internet has changed travel consumer buying behavior dramatically. Guests now research and compare more than ever before… consulting up to 13 or more different sites before making a purchase!

How does this affect your marketing?

  1. Rate parity is essential across all online channels: any rate dissonance will confuse and repel prospective guests. Make sure any discounts or flash sales are available on your website, where most consumers prefer to book directly.
  2. Image parity: conveying consistent brand, rooms and amenities imagery across all online channels will comfort savvy consumers
  3. Mobile-friendly websites are essential: up to 25% of your web traffic is coming on mobile/tablet devices.
  4. Social proof is critical: consumers are deeply affected by reviews, awards and engaging social content. If you’ve got it, flaunt it!
  5. Take your best shot: consumers are more deal-conscious than ever. Make a compelling offer to gain consideration

And if you’re wondering which sites your customers are looking at other than yours… check out your website analytics stats each month for a complete list of the sites that arriving visitors are coming from… you might be surprised!

2 thoughts on “Guests are likely to visit 13 sites before making a purchase.

  1. 13 travel sites before making a booking!… this is the problem that remarketing tries to solve. With Google AdWords, now you can show your PPC display ads to visitors that have left your website after meeting certain criteria. So while you may not be able to convince a visitor to book on their first visit, you can remind them to return while they are browsing competitor hotel or tour websites.

    For another advantage consider the Book Later Button widget for travel email remarketing. My company BookingCounts offers this widget to capture visitors that are not ready to book now by sending an email booking reminder. Travel marketers get a second chance to convince visitors to return and make a booking later.

    -Scott, Travel Email Remarketing courtesy of BookingCounts.com

    1. Another great comment, Scott! Retargeting is a must, and just another step in reducing reliance on third party bookings in favor of commission-free direct bookings! We cover that in another post. Check it out here.

      -Thomas

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