The rules of the online hotel marketing are changing. Widely adopted new technology has prompted massive shifts in consumer behavior during the past decade: as they begin to consider a purchase, today’s consumers have more tools at their disposal than ever, from the research stage to price-comparison and purchase stages. This behavioral change provides both a challenge and an opportunity for hotel marketers: it’s harder to break through the clutter, but we know more, with more granularity, about the actions that consumers are taking online.
Thanks to this data, we can now paint a picture of a buyer’s path to purchase, and that picture is more complex than we ever imagined. Two major behavior changes are rising in the consumer hotel world: 1) the path to purchase, from first search to final booking, is lengthening, and 2) booking lead times or "book to stay" windows are getting shorter.
To help hotel marketers adapt to these and other rising trends, Sojern studied their proliferation in North America and Europe and reviewed them in the context of other factors, such as hotel and flight class and seasonal fluctuations. The report also includes a forecasting section for this fall and the 2015-2016 ski season.
From the initial stages of intent to a final hotel booking, travelers spend time becoming aware, considering their options, and researching, before finally making the decision to book a room. From the first search to the final booking, American hotel bookers spent 15% more time on average than Europeans on their path to purchase. In addition, Americans spent nearly 25% more time on their hotel path to purchase compared to their flight path to purchase.
Sojern’s insights reports are based on the rigorous analysis of more than a billion traveler intent data points, obtained through Sojern’s unique partnerships with some of the world’s most renowned travel brands. The insights available through this analysis enable brands to deliver the right messages to the right traveler at the right time through display, video, mobile and social advertising. Our analysis is based on airport level data which are then aggregated to countries and regions. All of the insights are based on very specific data sets as provided by Sojern's data partners.
Sojern never shares or passes out personally identifiable information (PII) such as names, emails, or addresses. The data provided is not a complete view of all global traveler information as different data sources provide additional views of traveler behavior.