Opinions: 

Travel Tech

Travellers have different attitudes towards the trip planning process. Some really enjoy the nitty-gritty of researching potential destinations, hotels, flights and constructing itineraries. But others find this process overwhelmingly tedious.

Numerous Visits to Travel Sites

According to a new study by Expedia, travellers who visited a destination marketing organisation (DMO) site, within the 45 days before booking a holiday package on an online travel agency site, had made 38 previous visits to travel sites before finally buying the package deal.

Addressing this supposed pain point has been the mission behind a variety of trip planning startups. But for some strange reason, a great number of these websites fail to achieve success. What does this mean? Could it be the fact that travellers actually don’t find visiting multiple sites to be so terrible after all?

Increased Visits on Trip Booking Day

The Expedia study shows that those visits to travel sites increase dramatically to 15.5 visits on average in the week before the trip is finally booked. On the booking day, the travellers surveyed were found to visit about 16 websites altogether, including nearly five travel websites.

The report also shows results from a study that tracked consumer behaviour when visiting both DMO sites, and online travel agent sites, such as Booking.com. The study found that online travel agent sites dominate trip planning for package bookers, taking a 47.2% share of visits. Shares in other sectors included airline sites (11.2%), planning and review sites such as TripAdvisor (6.8%), and DMO sites (6.4%).

As detailed by Skift, Expedia also reported that, “In the 45 days leading up to a package booking, retail sites were visited almost as frequently as travel sites. Consumers visited retail websites 36.6 times in the 45-day path to purchase period, while travel sites were visited 38 times. During the week of booking, however, retail site visitation dropped while travel site visits peaked.”

DMOs Should Take Note of Study Findings

But the findings of this study should be of some concern to DMOs. Traditionally, many DMOs have focused on providing information for people to plan their trips, but then left potential visitors at a dead end by failing to offer a booking capability. Alternatively the DMOs would link the visitor to a third-party booking site, where the visitor would need to go through the booking process all over again. This is frustrating and may easily cause potential visitors to lose motivation.

A great example of a DMO website that offers full booking capabilities is MySwitzerland.com. Featured recently as a ‘Best in Class’ winner on the Digital Tourism Think Tank website, from the very beginning the Switzerland site has been careful to integrate all aspects of the customer journey, from planning all the way through to booking. And of course, they do it all with typical Swiss efficiency, reinforcing one of the country’s core brand values into the bargain.

More from #DTTT

  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
Show more
© 2017 Digital Tourism Think Tank