The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Why conversions are the only online travel metric

Why conversions are the only online travel metric | The Insight Files | Scoop.it

In this Skift interview with Priceline.com's CEO Paul Hennessy, Hennessy discusses why conversion is the most important measure of success in online travel, from metasearch to search engines to what it means for advertising. For Hennessy, conversion is about building customer-led innovation and exposing customers to products and services that exceed their expectations. Click here to read the interview.

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Are we heading for another defining year in online travel?

Are we heading for another defining year in online travel? | The Insight Files | Scoop.it

2014 was a very dynamic year for the online travel sector, which saw new forces rising within it, reshaping the way travel products will be marketed in the next few years. In particular, two of these forces emerged as the most significant: the mobile channel and personalisation. The mobile channel has successfully overcome all doubts about its ability to become significant for the travel industry, reaching an estimated 15% of global online travel sales in 2014, while strengthening its key role as a customer service tool in the industry. The other significant development of 2014 was the rise of personalisation - all big players in travel are currently working on it in order to increase conversions and offer a better consumer experience, which will become a key competitive factor in the next few years. 2015 is expected to become as dynamic as 2014 in terms of disruptive market developments which will take the travel industry by storm, forcing companies to revise their business models. Click here to learn more about how these trends may affect your business.

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Why consumers abandon a travel booking online

Why consumers abandon a travel booking online | The Insight Files | Scoop.it

Conversion rates for those making a travel booking are low - often in the single digit percentage range. The question is why do so many consumers who have actively decided to buy a product still abandon their travel booking during those final phases online? A SaleCycle survey has revealed that one of the most commonly cited reasons is that despite being in the booking path, consumers are still not ready to complete their travel booking. Another major factor is price - a cheaper deal found elsewhere or the consumer develops second thoughts. This infographic is worth examining to see if your brand is taking enough steps to lower these abandonment rates.

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Navigating the online travel landscape

Navigating the online travel landscape | The Insight Files | Scoop.it

The online travel landscape is complex and can be hard for a startup to navigate the different elements in addition to how they fit together. This breakdown of the online travel landscape by Mozio shares details on almost all aspects of the online travel industry, including OTAs, metasearch, hotel booking engines, merchandising platforms, airport parking, property management systems/hotel booking tools, cruise lines, multimodal search engines, traditional travel agencies and more. Many of the new travel start-ups are in a few categories, including peer-to-peer marketplaces, travel inspiration and discovery and multi-modal. Click here for additional details.

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