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Study shows savvy travel consumers

The internet is gaining ground as a top resource for travel consumers, according to a recent study of online consumer behaviour in the travel sector by Google UK and comScore.

The study revealed that over 20 million Brits used search engines to research travel information during the first quarter of 2007. Customers make an average of 12 searches related to travel and log onto 22 websites before completing an actual transaction. This travel research is usually conducted over a period of 29 days, with 45% of purchases taking places at least four weeks after the initial search.

Bob Ivins, executive vice president of European markets for comScore, said: "Online research and more specifically search has become a critical first step for consumers considering purchases."

"By studying the entire online purchase path from the first search to actual transaction we are able to quantify the importance of that first search and subsequent searches, and help marketers impact purchase decision."

The study also demonstrated that customers adjust their keywords as they progress with their research. Twenty-nine per cent of customers who eventually made a purchase began their search with non-branded keywords but finished by searching branded terms.

Robin Frewer, industry leader of travel for Google UK 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 brands. The fact that users are using more generic search queries gives ample opportunities for brands to attract new customers, and brands that are not present during these searches are missing out on sales."

 


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Zoe Westof Editorial


14/01/2008



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