Search pushes more users to travel sectors

A recent survey from Google and online analytics firm comScore sheds light on the relationship between search and travel. According to the survey results users in the UK are using search in very unique way in order to get the best travel deals available.

by Kristina Knight

During Q1 2007 more than 20 million users took advantage of search queries to research travel deals. The survey further found that from the initial search, users will likely purchase a travel package within one month.

"Search has become a critical first step for consumers considering purchases,” said Bob Ivins, EVP of European Markets for comScore. “By studying the entire online purchase path from first search to actual transaction we are able to quantify the importance of that first search and subsequent searches, and help marketers impact purchase decision."

Users who were studied made 12 search queries, visit 22 websites and take 29 days to make a travel purchase decision. Users visited the purchasing website on average of 2.5 times. Tour operators receive a higher amount of return visitors (on average 3.9 visits) and 38% of purchases are made 4 weeks after the initial search.

What does this mean for travel brands? Users aren't searching on a brand-specific basis. Just because they have used XYZ Airlines in the past, that doesn't mean they will in the future. Consumers are spending more time online researching travel destinations, packages and costs so that they can find the best deals. Because of this brands need to offer more than just their name: service, cost and post-transaction contact are all important.