The study, 'The Traveler's Road to Decision,' released Tuesday from Google and OTX, reveals consumer research and buying habits across the Internet.
Business travelers are more likely to seek out money-saving packages, access travel sites from their mobile phone, and become a rewards travel program member. In fact, 25% of business travelers are more likely to access information on their phone, and 83% of business travelers belong to a rewards program.
"Search advertisers don't share the message of specific rewards programs," says Jessica Hoenes, account planner at Google. "They might have a great deal, such as buy two nights get one free, but what does that mean when it comes to their rewards program?"
Marketers should not become discouraged if campaigns lag in producing results until days before consumers embark on their travel plans. Year-over-year, the research to booking window gets much longer, but booking to travel has begun to shrink. Many consumers are holding out, but it doesn't mean that campaigns aren't working, according to Google's Insight for Search tool.
In an unrelated study, Google found research to booking could stretch as far as 18.1 weeks on average. That's when more generic phrases are searched on.
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