Online Travel Booking Trends & Web Analytics

Online Travel Booking Trends Why Analytics Matters YOU NEED DIGITAL STRATEGIES TO TRACK & IMPROVE MARKETING RESULTS ? How do travelers search for travel information? 80% Internet 49% Familiy, Friends or Colleagues 28% Information brochures 18% TV Internet 18% Magazine and Newspapers is the #1 source of 14% Travel agents travel information. 14% Books How do travelers book their trip? ? Online Booking Is Growing Globally The fastest growing Western Europe online travel market is Online travel booking is growing in many European Asia Pacific 20+% growth projected for 2015. countries. of all UK travelers 50% US$126.6bn book travel online. North America In 2014 the online travel market is expected to generate over US$91bn Mobile Sales Is Up Mobile booking is also US$145 billion growing rapidly: In the US, 38% of travelers used a mobile device to purchase travel in 2014, compared to 23% in 2012. How do travelers get to travel decision-making? There are many different paths travelers take before making the decision to book a trip with you. To make sure that as many of those paths as possible lead to bookings, you need to pay attention to the whole journey, not just where they end up when they book. Focus not only on what they do right before booking, but also on the journey they take to get there. ORGANIC SEARCH EMAIL REFERRAL DISPLAY CLICK SOCIAL PAID SEARCH DIRECT First Interaction Last Interaction Purchase many different paths of awareness, inspiration, interest actions that lead to HE booking - purchase ...sO WHAT DO WE KNOW ABOUT ONLINE TRAVEL BOOKING TRENDS? Internet is the #1 source of travel research & inspiration. More and more travelers around the world are booking online via mobile). Travelers find information in various ways; so the journey leading to purchase, not just where and how they book, is important. That's why analytics matters ! To take advantage of the growing online travel booking trends and to capture more travelers along the path of their online customer journey towards purchase, you need data on your customers and on your online performance. Know Your Customers Improve Your Performance Learn about their behavior and preferences to target your content more effectively. Use data to analyze web traffic and conversion goals to improve your marketing and sales performance. Location Sales Where are your customers? Which countries do most/ Track online booking num- bers, and gain insights into ecommerce performance. least of them come from? Engagement Reach What do they do once they're on your site? Which pages engage them best? Analyze your marketing reach. Evaluate the perfor- mance of links you promote. Source Value How do they find your Learn about the value of content? online customer interactions. Sessions Users Pageviews 1,183 748 2,882 | trainingaid | Avg To Learn More About Web Analytics & To Find Other Course Topics, Visit: Pages / Session ation 2.44 www.trainingaid.org/courses * Sources: Think with Google - The 2013 Traveler Report Think with Google - The Customer Journey to Online Purchase European Travel Commission Digital Portal - Travel Booking Travel Weekly - Consumer Trends 2014 Web & Design Partner: HEAVEN & WEPS www.heaven-weps.com 2013 2015