Travelerís Paths To Purchase

What Travel Marketers Need to Know About a Skier's Path to Purchase - By Dani Moragne

For states like Colorado, much of their reputation and economic growth depends on a successful ski season. With 13 million skiers and snowboarders traveling to Colorado over a single season, the competition to understand the skier's path to purchase and convert these winter adventurers is fierce.
A skier
What Travel Marketers Need to Know About a Skier's Path to Purchase


Sojern’s latest report, where we uncover the modern traveler’s paths to purchase, is out, with insight to better understand travelers and develop a marketing strategy to beat the competition. In this post, we dive into a skier’s path to purchase. Let’s look at one specific traveler, pseudonym “Tony,” as he plans a couple’s ski getaway to learn more about how to market effectively to the modern skier.

A Skier’s Path to Purchase

Generally speaking, “Tony” is a frequent traveler, flying domestically for business and international for leisure. But, looking closer at his ski travel reveals more interesting insights, as well as additional complexity. Let’s look at his ski planning in detail. Inspired by a business trip to Denver, “Tony” begins to dream up a couple’s ski vacation.

Infographic - Traveler’s paths to purchase

Get a Lift Up on the Competition with Native Ads

We can see from “Tony’s” long planning stage that he spends a lot of time trying to figure out when he wants to travel. This travel uncertainty is common. As many as 1 in 5 travelers do not know the details or destination of their trip when they begin searching.

To attract the attention of research-heavy travelers like “Tony,” native ads are highly effective. This is because native ads adapt to the form of the webpage in which they appear, do not disrupt user experience, and engage viewers across devices.

Whether it’s the “Tonys” of the world or people on mobile, native ads allow you to convert viewers into customers anywhere, with less work on your end. In the video below, we provide an example of how San Francisco Travel uses native ads to advertise seamlessly cross-device.

With native ads, you can keep your brand top of mind with the “Tonys” of the world, even when search brings him across competitors and websites.

There’s Snow Better Way Than Building Brand Loyalty

Throughout his search, “Tony” has an anchor to his travel planning—a brand page that made a powerful impression on him. He continues to visit this anchor throughout his search. Even after “Tony” finishes his ski getaway, he’s dreaming of lift lines and powdered slopes, looking for the next opportunity to come back.

For your brand, you want your website to become a traveler’s anchor. Creating a website that is simple, readable, and branded is vital for attracting potential consumers. Semiahmoo’s homepage below is a great example of a website that inspires booking while keeping it simple:

Screenshot - Semiahmoo website

With a great website, you can inspire the dreaming phase of travel planning, or convert a traveler who revisits your site through retargeting efforts.

Bunny Slopes to Black Diamonds—Catch Travelers Anywhere

In “Tony’s” path to purchase, we see that he searches in-destination for even more purchases. “Tony” is a perfect example, then, of why access to real-time data is key to converting consumers at the best time and place. With a good geofencingstrategy, you can present winter adventurers with relevant local offers and tap into their spending power when they are looking to buy.

Want to know even more marketing takeaways on different paths to purchase? Check out our full Path to Purchase Reportnow!

About Dani Moragne

Dani is Sojern’s Content Marketing Intern. She holds a BA in Earth Science, loves the outdoors and spends her weekends working in ceramics. Her travel bucket list is long, and growing every day!

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