There are a range of tools and technologies available to travellers around the world. Long over are the times when some destinations could not be travelled to, consumers have a tough choice to make when deciding on a tourism destination to travel to. With the emergence of new technologies and innovations each year, travellers have become “smarter” in terms of using the wide range of tools at their disposal to make travel decisions and most importantly using online tools for bookings. This has impacted on the way in which consumers are shopping. Latest research from Amadeus has now investigated this matter, looking in depth at the Cities most searched for online (Amadeus 2013).
MOST SEARCHED CITIES
Bangkok and New York City are the Cities that got the most searches in 2012. The German and Russian markets both show high daily searches for Bangkok and NYC with 263,702 and 85,492 daily searches respectively. Only the British market shows more searches for NYC with 157,450 daily searches than for Bangkok.
This is quite interesting and shows that both Cities are very popular destinations being searched for on a global basis. However, for the Russian market, Moscow still remains the most important city in terms of searches with 95,790 requests per day. Looking at the most searched cities can be quite insightful, although different markets show different interests in cities searched for worldwide. For the Australian market as well as the US, London as a city is still a top destination for travellers.
Besides travellers from different markets having different searching preferences regarding tourism destinations worldwide, the booking behaviour also differ. The overall booking window of travellers worldwide in terms how many days and weeks before consumers are starting their online search is decreasing. Amadeus looked at the following markets:
- UK: 9.5% of searches were made a week or less before departure
- Russia: 12.5% of searches were made a week or less before departure
- Germany: 10.3% of searches were made a week or less before departure
- US: 8.3% of searches were made a week or less before departure
- Australia: 7.2% of online searches were made a week or less before departure
This indicates the fact that search times before a holiday are quite short before the actual departure date. Another factor that is interesting to consider, is the fact that most trips searched for by travellers last between 7 to 14 days. Only the US market actually searched for trips for 7 days or less. Although this information on travellers’ search and booking behaviour is not big news in tourism, it still gives important insights into businesses targeting the right products and services to consumers at the right time and in the right format. The tourism industry can certainly use this data in order to optimise their product offering for certain markets!
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