揭开现代旅行者的购买路径（英文版）_37页_7mb

Sojern Uncovers the Modern Traveler's Paths to Purchase

Core Content Overview

Sojern's report explores the diverse paths to purchase for different types of travelers, highlighting how each individual's planning and booking behavior varies significantly. The report includes case studies of eight anonymized travelers, each with unique travel motivations, device usage, and conversion timelines. These insights help travel brands better understand how to target and engage their audiences effectively using data-driven marketing strategies.

Key Traveler Profiles

Eric: Family Vacation Planner

• Primary travel origin: Port Richey, Florida
• Travel type: Family vacation, mobile-first, loyal to Amusement Park A
• Behavior:
  • Plans and books trips using mobile
  • Books four trips across five months
  • Dreams of family vacations and plans around school and work schedules
  • Converts for Amusement Park B after researching on mobile
  • Continues to search for future trips after returning from a vacation

Tony: Skier Planning a Couple's Getaway

• Primary travel origin: New York
• Travel type: Domestic and international, upper-upscale hotel traveler
• Behavior:
  • Inspired by business travel to Denver
  • Uses desktop for initial research, mobile for final booking
  • Searches for flights, hotels, and resorts across multiple platforms
  • Books a trip to Vail after researching on multiple platforms
  • Retargets with local offers and proximity-based ads while in-destination

Isabel: Cruise Traveler to the Caribbean

• Primary travel origin: Near Syracuse, NY
• Travel type: Cruise vacation, seasonal searcher
• Behavior:
  • Books a cruise in just one day
  • Uses desktop for initial research, mobile for final booking
  • Shops for travel supplies and hotel bookings in the same trip
  • Has a wide range of lead times across different verticals
  • Retargets with dynamic creative ads and real-time data

Paul: Spring Break Road Tripper

• Primary travel origin: Sacramento
• Travel type: Solo, budget-conscious, mobile-only
• Behavior:
  • Searches for flights and car rentals up until the last minute
  • Uses tourism sites as a touchstone for in-destination planning
  • Books a hotel and flight on the same day
  • Has a high proportion of mobile touchpoints (58% of hotel searches)

Main Insights and Key Points

• Mobile Usage: Mobile is the primary device for planning and booking for most travelers, with "Eric" and "Paul" being especially mobile-first.
• Lead Times: Lead times vary widely depending on the traveler and vertical. For example, "Isabel" books in one day, while "Tony" takes over a month to plan.
• Behavioral Patterns:
  • Travelers often plan around family schedules and school breaks.
  • Dreaming and planning phases are often long, but booking can be quick.
  • Travelers may continue to search for related services (flights, hotels, car rentals) even after booking.
• Real-Time Data: Understanding real-time traveler intent is crucial for effective marketing, especially for in-destination targeting.
• Dynamic Creative Ads: These offer higher engagement and conversion rates due to personalization, with personalized travel ads showing over four times higher click-through and interaction rates than traditional ads.
• Cross-Vertical Engagement: Travelers often engage with multiple verticals (flights, hotels, car rentals, etc.) during the planning phase, making multi-channel marketing essential.

Marketing Actions Based on Insights

• Build Brand Awareness Early: Engage travelers before, during, and after their trip to maintain visibility.
• Use Native Ads: These are more effective than traditional banner ads for nurturing brand engagement and purchase intent.
• Leverage Real-Time Intent Data: Tailor offers based on the traveler's current behavior and context.
• Retarget with Dynamic Creatives: Use personalized content and real-time data to retarget travelers with relevant offers.
• Optimize for Mobile: Provide a seamless and friction-free mobile experience, as mobile bookings are increasingly common.
• Partner with Tourism Boards: Local businesses can collaborate with tourism boards to reach mobile-savvy travelers like "Paul".
• Focus on Direct Bookings: Direct bookings can offer higher value to hoteliers, especially when combined with upselling and cross-selling strategies.

Conclusion

Sojern's report underscores the importance of understanding individual traveler motivations and behaviors to create effective marketing strategies. By leveraging data science and real-time insights, travel brands can engage travelers at the right time with the right message, enhancing brand loyalty and driving conversions.