I'll keep it short today, since it is Friday. Ran across some very interesting stats on travel and search this morning. These stats were cited by a Yahoo representative on a panel at the TravelCom conference:
- 76 percent of online travel purchases are preceded by search.
- Consumers average six searches before any travel purchase.
- 50 percent of searches include two words or more.
Some more findings offered by Keynote Systems in a recent webinar:
- The average online travel purchaser visits 5.5 sites before pulling the trigger.
- 44% of a survey's respondents purchasing a vacation package went online as soon as they decided to take a vacation. (NOTE - NOT when they had already chosen their destination)
- Survey respondents booking hotel rooms online cited customer service as the most important factor leading them to book.
This is just a laundry list, and I will let you take away what you will from them. All right, no I won't. Some take-aways from these stats:
- Search marketing needs to be a major aspect of your online marketing
- Resign yourself to the fact that your site visitors will look at four and a half of your competitors in addition to you
- Sale of a destination online is IMPORTANT, whether you do it yourself or else if your destination marketing organization is doing it.
- Hotels - focus on that customer service, even online!
Have a good weekend, all.