Based on traveller search data by travel audience and Reach MENA, businesses in the hospitality sector should consider a new approach for their 2020 advertising strategy.
Today’s travellers typically manage the full vacation booking process, unlike past generations that relied on dedicated travel-agents. As a result, consumer booking-journey is much less predictable.
The erratic mind of a holiday booker
Marketers traditionally simplify the holiday booking journey into 3 phases: inspiration, research and booking; creating campaigns around these phases for awareness, consideration and conversion. While an excellent guide, this is oversimplified.
Consumers do not smoothly run from step one
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