When it comes to travel, inspiration is everywhere. As a result, the purchase path is full of twists and turns. It ranges from days to months, stretches across thousands industry list of touchpoints, and generates a mountain of data in the process. We asked more than 7,000 travelers from six countries how they plan a trip from beginning to end, starting with what inspired them to travel. Filter by market: “Infinite Paths to Purchase,” 2019. Even after completing a booking, many travelers continue to research and find inspiration. But people don't act on every industry list inspiration. Each traveler has underlying needs that vary by trip. When a brand shows it can meet those needs, people usually respond by taking an action.
While needs can be emotional or functional, they're the considerations that matter most to each traveler — often more than price. New research reveals that industry list leaving these needs unmet will more likely deter a booking than price. And needs-based bookings are more valuable than price-based ones, lifting revenue across major categories. Before they industry list booked, travelers showed interest in comfortable hotel beds, time-of-day availability, and airplane movie screens, signaling their unique needs.
Sleep quality, activities that fit their schedule, and in-flight entertainment. By catering to those needs, brands can earn more valuable industry list bookings. Travelers’ unique needs are important for marketers to address. But how do marketers know what those needs are? Clues from anonymous traveler IDs appear across searches, sites visited, videos watched, images viewed, tickets purchased, tours booked, and more. That volume makes it hard to tell what's relevant. By industry list reviewing anonymized and aggregated data points in real time, machine learning can identify clues to understand what really matters to travelers.