With average online travel conversion rates of around 4 per cent, it's no surprise that travel companies are looking throughout hte funnel to see how they might get more out. There are a number of well-publicised issues including the infrequency of trips, the siloed nature of the industry, slim margins and legacy technology. Even when companies can access meaningful data, they often struggle to know what to do with it. A compnay called B-Smark has developed a tool to help travel businesses gather information on purchase intentions by asking people about their online behaviour during the purchase path. Once armed with this information, companies can work on improving recommendations of products and services to customers and drive conversion. The technology enables users to choose a reason they decided to search for, book or share a particular product - in other words, their motivation. Find out more.