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

Sojern's report explores eight distinct paths to purchase by analyzing the behavior of eight anonymous travelers across various travel motivations, regions, and verticals. The report emphasizes the importance of understanding individual traveler behavior rather than relying on average consumer data, as each traveler has unique preferences and decision-making processes. By using predictive data science and real-time insights, travel brands can effectively engage with consumers at every stage of their journey—before, during, and after their trips.

The report focuses on travel touchpoints, including searches, bookings, IP hits, and homepage visits, across multiple devices. It highlights the complexity of modern travel planning, where consumers may engage with multiple platforms and devices, and the necessity of personalized, data-driven marketing strategies to capture their attention and drive conversions.

Main Points

• Travelers are diverse and complex: Each individual has unique motivations, behaviors, and preferences. The report aims to debunk the myth of the "average traveler" and instead focus on personalization.
• Multi-device and multi-vertical engagement: Travelers often switch between devices and platforms during their planning and booking process, which requires a comprehensive and integrated marketing approach.
• Mobile is central to planning and booking: Despite the fact that mobile bookings are less common than mobile searches, many travelers, such as "Eric" and "Paul," rely heavily on their mobile devices for research and decision-making.
• Real-time data is crucial: Insights into traveler behavior, such as their location, device usage, and search intent, allow brands to deliver relevant and timely offers.
• Dynamic and personalized marketing is key: Using dynamic creative ads and native advertising can significantly improve engagement and conversion rates by tailoring content to individual traveler needs and preferences.

Key Travelers and Their Paths

1. "Eric" - Family Vacation Planner

• Origin: Port Richey, Florida
• Motivation: Family vacation, including amusement parks
• Behavior:
  • Plans and books trips for his partner and children
  • Heavy mobile user with 445 mobile touchpoints and three mobile bookings
  • Books trips at varying lead times (from 167 days to 3 days)
  • Continuously searches for travel options even after returning from a trip
• Marketing Insights:
  • Build brand awareness early to engage travelers before, during, and after trips
  • Use real-time intent data to deliver relevant offers based on traveler motivations
  • Retarget travelers with dynamic creative ads to build loyalty

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

• Origin: New York
• Motivation: Skiing and leisure travel
• Behavior:
  • Inspired by a business trip, he searches for ski destinations
  • Uses desktop and mobile for planning and research
  • Has a long planning phase, with multiple touchpoints across different verticals
  • Returns to the brand after completing his trip
• Marketing Insights:
  • Native ads are more effective for engagement and purchase intent
  • Use geofencing and proximity targeting to deliver relevant in-destination offers
  • Leverage real-time data to provide tailored experiences

3. "Isabel" - Cruise Traveler

• Origin: Near Syracuse, NY
• Motivation: Cruise vacation, specifically to the Caribbean
• Behavior:
  • Dreams of a cruise for over two years
  • Books a cruise in just one day
  • Searches for flights and hotels with a wide lead time (from 107 days to 3 days)
  • Shops for vacation supplies and last-minute hotel bookings
• Marketing Insights:
  • Dynamic creative ads can significantly improve click-through and interaction rates
  • Personalize offers with real-time data such as weather and room prices
  • Use brand videos as an overlay for retargeting and nurturing travelers

4. "Paul" - Spring Break Road Tripper

• Origin: Sacramento
• Motivation: Solo travel for Spring Training
• Behavior:
  • Mobile-only searcher and planner
  • Searches for flights, hotels, and car rentals over a month
  • Continues to search even after booking
  • Uses tourism sites as a central touchpoint for in-destination research
• Marketing Insights:
  • Invest in mobile and desktop web experiences to meet traveler research needs
  • Retarget travelers with relevant local offers to address FOMO
  • Ensure a friction-free mobile experience to improve conversion rates

Conclusion

Sojern's report underscores the need for travel brands to move beyond generic marketing strategies and embrace the complexity of individual traveler behavior. By leveraging data science and real-time insights, brands can better understand and engage with travelers at every stage of their journey, from dreaming to booking to in-destination exploration. The report highlights that personalized, dynamic, and multi-channel marketing approaches are essential to capturing the attention of modern travelers and driving meaningful results.