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BizReport : Ecommerce archives : October 13, 2016

Travel Roundup: Travelers using multiple devices, not just interested in hotels

When it comes to traveling, consumers aren't just looking at hotels, and they aren't only looking from their desktop devices.

by Kristina Knight

According to new data out from Signal, multiple devices are leading consumers to book their trips. Their data found that more than half (63%) are using a combination of smartphones, tablets and desktops to both research and book their trips.

"Travelers today have more options than ever when planning air travel and hotel accommodations. These high-consideration purchase decisions are often made over numerous sessions across multiple screens, as travelers are comparing prices, reviews, and availability. This puts pressure on travel suppliers to recognize travelers as they move across devices, and create seamless, one-to-one experiences that will drive loyalty and conversions," said Mike Sands, CEO, Signal. "Travel marketers have an opportunity to use the rich customer data at their fingertips to deliver meaningful, relevant experiences everywhere consumers are interacting."

Those travel consumers aren't just looking at hotels, though. According to new data out from Hitwise, a division of Connexity, visits to residential real estate sites like AirBnB and HomeAway have increased 70% since 2013. Hitwise experts believe, if the trend continues, searches for these types of get-aways will surpass typical hotel searches within the year.

"To understand the customer journey and differences in behavior, it's important to know where sites receive traffic from. Analyzing the upstream share of visits to each sub-industry shows that Rentals sites, for instance, receive a higher share of their traffic from Social Media sites, which are increasingly linked to those offering and renting properties," says John Fetto, Senior Analyst at Hitwise, a division of Connexity.

Tags: advertising, Connexity, mobile marketing, Signal, travel marketing, travel trends

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