Understanding the customer journey is a challenge for digital marketers, particularly when it comes to perfecting the process of online travel booking. The reality is that there are so many factors that influence a consumer before they make their final travel purchase decision. These factors occur on and offline, across multiple devices and over an unpredictable range of time. This article lists five best practices:
Understand the travel visitor and his or her purchase process.
Measure all relevant data points within the booking process
Optimise for device type as matched to the appropriate stage of the customer journey
Generate traffic and demand for the purchase process.
Les objets connectés vont entrer dans notre quotidien. C’est déjà le cas avec les montres, les lunettes, les valises et autres produits divers qui deviennent intelligents, au point de nous accompagner dans tous les compartiments de notre vie. On comprend donc pourquoi au Totec, la traditionnelle journée consacrée aux technologies du tourisme, avait choisi ce thème pour sa dernière édition.
There are a growing number of countries that be considered genuine recipients of the title "mobile-first". Google conducted a major project with research house GfK this year, diving into its own search query data to try and understand what is going on in the highly mobile powerhouse of Indonesia. The sprawling South East country has a population of 255.5 million but mobile connections over 305 million. Its growing consumer base spends over three hours or more every day using a mobile device. Indonesia's mobile landscape is giving travel brands some indication as to how they may have to rethink their marketing and engagement tactics when dealing with travellers from a mobile-first world. Find out more.
Gaël Chareyron, Bérengère Branchet et Jérôme Da-Rugna, font partie de l’équipe de recherche Big Data et tourisme du De Vinci Technology Lab. Spécialisés dans les données Big Data issues des réseaux sociaux, ils réussissent à analyser les comportements des touristes dans le monde. Dans un article publié dans l’Expansion (Décembre 2015-Janvier 2016) n°810, les enseignants-chercheurs [...]
La commission « Hébergements touristiques » d’Offices de Tourisme de France® a réalisé un document unique rassemblant les informations essentielles sur les hébergements touristiques chez les particuliers afin de permettre à chaque Office de Tourisme de mieux appréhender cette offre. Ce document à destination principalement du réseau national des Offices de Tourisme, s’attache à :
According to the United Nations, international tourism reached record levels in 2015. There were almost 1.2 billion arrivals for overnight trips worldwide last year, up by 4.4% on the previous 12 months. The UNWTO said this was driven by a few leading markets including China, the USA and the UK. Incoming tourism grew by around 5% in Europe, the Americas, Asia and the Pacific, while arrivals to the Middle East increased by 3%. The UNWTO's confidence remains largely positive for 2016, although growth is expected to fall slightly to 4%. Find out more.
It is nearly three years since TripAdvisor started its shift away from being solely a review site (with lots of display and link advertising). When the site introduced its first, tentative steps into metasearch, in January 2013 there were many that could see what the move would do to the wider intermediary landscape. And, of course, many who doubted its impact. The reality was that the largest travel website in the world, with an enviable number of monthly visits, was also going to become a travel “seller”, initially going up against the hotel metasearch engines.
Travellers from the Asia Pacific are favouring getaways closer to home and within the APAC region compared with holidays that require long international flights, according to Visa's Global Travel Intentions Study 2015. The Study found similar patterns among their global peers, with an overall decline in the number of travellers choosing to take long-haul flights (9 hours or more) in favour of short-haul flights (4 hours or less). 23% of respondents reported taking long flights on their most recent trip, down from 29% in 2013, while the number of respondents who reported taking shorter flights on their most recent trip rose slightly to 46% from 43% in 2013. On average, global travellers spent seven hours of travelling time on their most recent trip. Find out more.
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