Deep dive into travel research activity by online and offline bookers
Google has been very busy of late with its travel research. After last week’s plea for simplicity, mobile and personalisation comes a major look at booking patterns.
The data (and subsequent interpretation by Google) comes from two studies carried out last year with 5,000 consumers via GFK and a Nielsen study of 1,700 mobile users, both with UK respondents.
The “Sun, Sea, Sand and… Search” report comes as almost half of the British public (44%) are now believed to be researching some form of travel each month, but rather than focus solely on what those who book online are doing, Google has also looked at how offline bookers are behaving.
Over to the results:
Google found that 90% of both groups (online and offline bookers) always had one “point of departure”: the web. In other words, the vast majority of activity takes place online during the research and product search phases of the booking cycle.
Read the full story at: http://www.tnooz.com/article/travel-research-google-online-acitvity