Net is the No.1 travel resource
Date: 01 December 2008
Author: taylor
Last updated: 20/02/2008 15:30:51
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Consumers are using search engines in more sophisticated ways to research and purchase travel in the UK, according to a new study by Google UK and comScore Inc. With most tourism and hospitality-related businesses now reporting 50 per cent or more of their trade generated via the web, it is no surprise to hear that the internet is rapidly becoming the number one resource for the travel consumer. In the first quarter of 2007, for example, around 20 million people in the UK pointed their mouse at a search engine for travel information, the study revealed. Other key findings include that on average: · consumers take nearly a month to go from their first search to a purchase; and · customers make 12 travel related searches, visit 22 websites and take 29 days from the first time they search until they make a purchase. As well as the obvious market openings for tourism businesses, the lengthy time spent online is also an excellent opportunity to reach and influence consumers with contextual advertising while they search for information. The study also found that on average travellers visit the purchase website 2.5 times. For tour operators this was significantly higher at 3.9. Just ten per cent of the transactions take place on the first search referral to a given site, and 38 per cent of transactions happen at four weeks or more after the first visit. Travel companies, conclude Google UK and comScore Inc., face a growing challenge to retain the online consumer as the proliferation of competition encourages travel customers to shop around. They warn, too, that generic search terms play a significant role in the consumer journey to purchase. Many travel businesses could be missing out on the opportunity for additional bookings and branding opportunities by overlooking the value of advertising against generic search terms (e.g. ‘package holiday’, ‘Italy travel’). Fifty-four per cent of online travel buyers started the shopping process with a generic product or destination search term, and 10 per cent did not use branded terms (such as ‘Thompson holiday’ or ‘EasyJet flights’) at all during their online travel shopping experience. Importantly, over a third of travel buyers use a generic term as the last search before they purchase, giving advertisers a key window to influence their purchase right up until the last minute. Consumers change the type of keywords used as they move along the path to purchase. Of all consumers sampled that made a final purchase, 29 per cent start with a non-branded search term but end with a brand search term. Google UK’s Robin Frewer, Industry Leader, Travel said, “This research proves travel searchers are becoming more brand fickle - spending a large amount of time researching their desired purchase, and considering offers from competing brands. The fact that users are using more generic search queries gives ample opportunity for brands to attract new customers - and brands that are not present during these searches are missing out on sales.” “Online research and more specifically search has become a critical first step for consumers considering purchases,” said Bob Ivins, EVP of European Markets for comScore. “By studying the entire online purchase path from first search to actual transaction we are able to quantify the importance of that first search and subsequent searches, and help marketers impact purchase decision. We are delighted to have had the opportunity to leverage comScore’s global Internet usage and e-commerce tracking systems to help Google better understand how customers behave during the purchase cycle.” |
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