Google study: Online travel purchases by channel | The Insight Files |

With customer buying behaviour constantly evolving, online travel brands are constantly tuning their approach towards purchase patterns and other factors. Google has analysed 36,000 Google Analytics accounts to understand the role played by various online channels towards shopping/booking decisions. The study plots data for 11 industries including travel, retail, finance, health and media. Users can also view the report data for seven countries - US, UK, Japan, Brazil, Germany, France and Canada. The chart above illustrates the role played by various marketing channels in the US travel industry, with social and email channels assisting users in their purchase decision. Direct and other paid channels act as a completion channel in their purchase decisions. Click here for more information.