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Online travel buyers becoming more ‘brand fickle’ – research
Twenty million people used internet search engines for travel information in the UK in the first quarter of 2007 – but they are becoming more “brand fickle”, new research has found.
Users on average make 12 travel-related searches, visit 22 websites and take almost a month (29 days) before making a purchase.
Almost half (45%) of transactions occur four weeks or more after the first search, according to the study by Google UK and comScore.
“The time spent online is lengthy, representing a prolonged opportunity for advertisers to reach and influence consumers while the search for information,” the study says.
Most shoppers visit they site they eventually buy from more than once, averaging 2.5 visits. For tour operators this was higher at 3.9.
But only 10% of transactions take place on the first referral to a given site, and 38% happen at four weeks or more after the first visit.
“Travel companies face a growing challenge to retain the online consumer as the proliferation of competition encourages customers to shop around,” according to the report.
Overlooking the value of advertising against generic search terms such as package holiday and Italy travel could lead to many travel businesses missing out on the opportunity for extra bookings and branding opportunities.
Almost half of online travel buyers start the shopping process with a generic product or destination search term, and 10% did not use branded terms such as Thomson holiday or easyJet flight at any time.
More than a third use a generic term as the last search before purchase, giving advertisers a “key window” to influence the purchase right up until the last minute, the report says.
Of all consumers sampled that made a final purchase, a 29% started with a non-branded term but ended with a brand search term.
Google UK travel industry leader Robin Frewer said: “This research proves travel searchers are becoming more brand fickle – spending a large amount of time researching their desired purchase, and considering offers from competing brnads.
“The fact that users are using more generic search queries gives ample opportunity for brands to attract new customers – and brands that are not present during these searches are missing out on sales.”
by Phil Davies
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