Findings from “Path to Purchase” study conducted by comScore suggest businesses have critical opportunity to influence consumers’ travel purchasing decisions on the world’s largest travel site. @TripAdvisor
Path to Purchase: Travel Report shows consumers are open to persuasion
Price is the most important factor in the ‘researching options’ phase of the path to purchase journey, followed by inspiration, inclusions, where to book and recommendations and reviews.
How consumers move between online travel sites on their purchase path
The options continue to grow for consumers looking to book trips online, making gaining their attention and influencing their decisions further up the marketing funnel more competitive.