Online travel barometer: the connected tourist has landed [infographic]

The connected tourist has landed.  Fresh off their flight they are keen to book their next holiday and see what the travel industry has to offer them.  But what influences them? Where are they spending their money? And where are they heading?  Read on to find out more.

Perhaps unsurprisingly, 57% of people now purchase their holiday online but a quarter of people still remain loyal to the trusty high street. Interestingly 16% of all travellers use their mobile to book trips, a figure that rises to 33% amongst frequent travellers.

The connected traveller has a good nose for a deal and 64% are influenced by deals and promotions. But there is great diversity in the online sources that consumers are purchasing through. The majority (49%) are using trusted content sites such as trip advisor, followed by search (13%) and price comparison sites (12%) with cash back sites, voucher codes, display and email mopping up the stragglers. Whilst cash back sites might not account a high percentage of consumer spend, shoppers spend the most via cash back sites than any other online resource.

So where are all these digitally savvy people heading? Well, the top destination by visitor number is London but the fastest growing destination is Rio. The Olympic effect perhaps? Once people have got home and put their washing on, they aren’t crashing on the sofa with a cuppa. Oh no, the connected tourist is all about sharing their experience. 50% share details once home and whilst away, 39% post their travel experiences on social channels and 55% like Facebook pages relating to their trip.

With technology changing the face of how we research, purchase and share our holidays, how can the travel industry keep up with the pace of change? Here are our top tips:

• Provide customers with detailed information and peer reviews to encourage them to stay on your site and make the purchase
• Tailor content and keep abreast of new traveller trends
• Stay competitive in the cash back sector whilst developing a voucher code offering as travellers spend the most through these channels
• Ensure your content is optimised for a broad range of devices
• Steal the march on competitors by featuring upcoming destination information
• Make sure your product feed is working and provide detailed information such as descriptions, photos and prices so that partners can customise to their needs

Paul Brown

Paul Brown has over 7 years in online, 6 of those in affiliate marketing.At affilinet Paul is a Senior Strategy Manager and also the UK office’s Product Champion. Paul has an extremely high level of technical know-how and was responsible for developing our Pay Per Call technology and retargeting solution. He has spoken at several industry events, including ad:tech, Affiliates4U Expo and the IAB Affiliate Forum. Previously Paul was Affiliate Executive at Carphone Warehouse and Affiliate Manager at Alliance and Leicester.
Out if hours Paul is at his happiest drinking wine, eating cheese, travelling the world, playing sport and discovering new music and film.

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