The Insight Files
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Consumer trends and news curated by Tourism Australia
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Booking paths of American, British and Canadian travellers

Booking paths of American, British and Canadian travellers | The Insight Files | Scoop.it

A new report from Expedia Media Solutions identifies trends and behaviours of American, British and Canadian consumers in the 45-day digital journey leading up to a travel purchase. In all three regions, digital travel content consumption is one the rise. There are 806 million minutes spent on digital travel content in Canada, 2.4 billion minutes in the UK and 8.7 billion minutes in the US, a year-on-year growth in each. While the time spent on travel content varies, the study found that travellers in the three countries share some behavioural similarities when it comes to travel planning. Download the full report here.

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Travel trends: 4 mobile moments changing the consumer journey

Travel trends: 4 mobile moments changing the consumer journey | The Insight Files | Scoop.it

Travellers face a dizzying number of decisions in the process of planning a trip. Increasingly, people are turning to their smartphones for immediate answers to their travel questions. Google's VP of marketing shares how travel marketers can keep up with these new mobile behaviours. In the past year alone, conversion rates have grown 88% on mobile travel sites. On Google.com, mobile queries just within the travel category have increased more than 50%. This data reveals that year on year, people are increasingly using their phones to plan travel, but when they do it is happening in smaller moments across more sessions on their phones. They are also making more purchases on their phones. Find out more.

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Cheese Traveller's curator insight, January 5, 2016 10:47 PM

According to eMarketer, 2015 will see mobile search reach the tipping point—the stage at which the majority of spend, organic traffic and paid clicks comes from smartphones and tablets rather than the traditional medium of desktop and laptop search. Furthermore the tactic of using “Call-Only” ads can work well for businesses who want to increase the call conversion on mobile devices.