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Exploring The Convoluted Path To Conversion

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Introduction

It’s sometimes difficult to follow the path to purchase that travel shoppers take, but it’s the job of the hotel marketer to understand what travel shoppers want to see and how they want to see it.

That is why we created this whitepaper. Understanding how travel shoppers engage with your content online will allow you to create compelling content that will increase your conversion rate.

We lay out the path travel shoppers take to making a booking decision so you can reach and engage them every step of the way.

Topics Covered In This Whitepaper

How Different Types Of Travel Shoppers Shop Online

Travel shoppers engage with different content. Learn the type of content that appeals to your demographic.

How Offline Bookings Are Influenced By Online Research

Learn how creating an engaging online experience with travel shoppers can benefit you offline as well.

The Importance Of Visuals

Travel shoppers want to see visuals. Take the time to learn what appeals to them.

Here’s An Excerpt From This Resource

Although we know that there’s a lot of shopping on a lot of different sites going on, the actual path that a travel shopper takes to conversion can be difficult to track for a number of reasons. One reason is people shop differently for business than leisure.

When planning for leisure travel, a consumer is more likely to consult their friends and family compared to when the trip is for business. 3 Business travelers rely first on their company’s recommendations (perhaps because they are required to do so), although many check with search engines.

For most people, a holiday will be one of the major purchases of the year, so it’s understandable that consumers will take time considering their options. While just under 10% take less than a day to research their purchase, the majority (64%) take two weeks or more, while 26% take a week or less.

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Leonardo