SoJern-揭开现代旅行者的购买路径（英文版）-39页-7mb

Sojern Paths to Purchase Summary

Core Content Overview

This report from Sojern explores the diverse and complex journey of modern travelers as they plan and book their trips. It focuses on eight distinct traveler personas, each representing a unique path to purchase, highlighting how travelers engage with different travel verticals, devices, and motivations. The report emphasizes the importance of data-driven marketing strategies tailored to individual traveler behaviors, rather than relying on average consumer profiles.

Main Points

• Travel Behavior Complexity: Modern travelers move across multiple websites, devices, and verticals rapidly, making traditional marketing approaches ineffective.
• Personalized Marketing: The report advocates for using predictive data science and real-time insights to understand and engage travelers as individuals.
• Device Usage: Mobile devices play a central role in planning and booking, with some travelers like "Eric" and "Paul" almost exclusively using mobile.
• Multi-Vertical Planning: Travelers often engage with multiple travel-related and non-travel verticals, including flights, hotels, car rentals, and entertainment.
• Dynamic Creatives and Retargeting: These are recommended to improve engagement and conversion rates, especially for travelers who are in the decision-making phase.

Key Traveler Personas and Their Paths

1. "Eric" - Mobile-First Family Vacation Planner

• Primary Origin: Port Richey, Florida
• Travel Type: Family vacation, mobile-first, economy and luxury hotel traveler
• Path Highlights:
  • Books trips across 5+ months, with varying lead times.
  • Uses mobile extensively for research, planning, and booking.
  • Retargets after returning from a trip, indicating ongoing engagement.
• Marketing Insights:
  • Early brand awareness is crucial.
  • Use dynamic creatives and retargeting to build loyalty.
  • Tailor ads based on traveler motivation (business vs. leisure).

2. "Tony" - Skier Planning a Couple's Getaway

• Primary Origin: New York
• Travel Type: Domestic business traveler, international leisure traveler, upper-upscale hotel shopper
• Path Highlights:
  • Begins with a business trip to Denver, which inspires a ski getaway.
  • Uncertain about final destination, visiting multiple sites.
  • Continues to engage with the same brand post-trip.
• Marketing Insights:
  • Native ads are more effective than banner ads for purchase intent.
  • Real-time data and geofencing can enhance in-destination engagement.

3. "Isabel" - Cruise Traveler Taking a Caribbean Vacation

• Primary Origin: Near Syracuse, NY
• Travel Type: Seasonal searcher, upper-upscaled hotel shopper
• Path Highlights:
  • Dreams big but books quickly.
  • Multiple purchases on the same day.
  • Searches for vacation supplies and last-minute hotel bookings.
• Marketing Insights:
  • Use dynamic creative ads for personalized engagement.
  • Leverage real-time data such as weather and prices to influence decisions.

4. "Paul" - Spring Break Road Tripper

• Primary Origin: Sacramento
• Travel Type: Solo traveler, baseball enthusiast, budget-conscious
• Path Highlights:
  • Searches extensively on mobile, even until the last minute.
  • Uses tourism websites as a touchstone for in-destination planning.
  • Books a flight only on the morning of departure.
• Marketing Insights:
  • Ensure mobile experiences are friction-free and optimized.
  • Use local tourism sites as a platform for retargeting and engagement.

5. "Leslie" - European Boutique Hotel Shopper

• Primary Origin: Glasgow, UK
• Travel Type: Domestic business traveler, boutique hotel shopper
• Path Highlights:
  • Books in pairs, with varying budgets depending on the travel vertical.
  • Engages with budget airlines and boutique hotels.
• Marketing Insights:
  • Tailor messaging to reflect the traveler's specific motivations and budgets.
  • Offer relevant local experiences and upgrades to enhance engagement.

Marketing Strategies

• Data-Driven Insights: Utilize big data and predictive analytics to understand traveler motivations and behaviors.
• Mobile Optimization: Focus on mobile-first strategies, as mobile usage is dominant in both research and booking.
• Retargeting: Engage travelers after their trip to build long-term brand loyalty.
• Dynamic Creatives: Use personalized and real-time content to increase engagement and conversion rates.
• Native Advertising: Effective for building brand awareness and engagement without being intrusive.
• Geofencing & Proximity Targeting: Useful for reaching travelers in-destination with relevant offers.

Conclusion

The report underscores the importance of understanding the unique journey of each traveler and adapting marketing strategies accordingly. By leveraging data science and real-time insights, travel brands can better engage with their audience, deliver personalized experiences, and ultimately drive more direct demand. Each path to purchase highlights the need for a flexible, multi-channel, and device-agnostic approach to marketing in the travel industry.