This article was written by Greg Kihlström for CMSWire. Read the full article here.
Most brands treat travel data as somebody else’s category. Unless you sell flights or hotel rooms, it lives on a different brand’s dashboards, or in a different agency’s deck.
A new Expedia Group study with The Harris Poll, surveying 3,500 travel decision-makers, suggests that’s a mistake. Booking a trip is one of the strongest purchase signals a consumer sends, yet most enterprise brands are doing nothing with it.
Globally, 62% of travelers make a non-travel-related purchase during their trip. In the U.S., this figure rises to 64%, with an average trip generating $670 in non-travel spend, compared with a $500 global average. The purchase window opens before the packing even begins, and with most brands not even showing up, this is a big opportunity for the brands that take the first step.
Why a Booked Trip Is One of the Strongest Purchase Signals a Consumer Sends
Audience targeting tends to be focused and often reactionary. If a consumer searches for headphones, the brand bids on headphones. While this approach is logical and has worked for years, it is becoming more expensive each quarter to keep up with the competition.
This article was written by Greg Kihlström for CMSWire. Read the full article here.
Original Source:
The Martech Futurist Blog – Greg Kihlström Marketing Technology & Digital Transformation
Original URL:
