3 ways the digital traveler is changing — and 3 ways marketers can keep up
Travel shoppers are hopping between devices
Unsurprisingly, given the growing number of mobile phone users, we observed a 10% year-on-year increase of customer journeys that were either on mobile only or across devices.4
But as travel shoppers take to their phones to plan and book their next trip, they’re hitting a few roadblocks along the way. In fact, the data showed that cross-device journeys took longer than single-device ones, requiring five additional days, 55% more sessions, and 45% more digital touchpoints.5
What it means for travel marketers: Travel marketers need to embrace the omnichannel shopper. At its most basic that means creating fast, intuitive, and seamless experiences across desktop, mobile pages, and apps.
With digital playing an increasingly important role in the path to purchase, travel companies can and should invest more in their digital experiences and technology to drive differentiation and loyalty. It’s no surprise that search and mobile devices are playing a more outsized role than ever before, and companies that support and personalize these experiences in a seamless way will set themselves up for success in the years to come.