Knowing how consumers research and gather information as they make plans to travel for business and pleasure can help marketers plan campaigns better. The study, “The Traveler’s Road to Decision,” released Tuesday from Google and OTX, reveals consumer research and buying habits across the Internet.
Business travelers are more likely to seek out money-saving packages, access travel sites from their mobile phone, and become a rewards travel program member. In fact, 25% of business travelers are more likely to access information on their phone, and 83% of business travelers belong to a rewards program.
“Search advertisers don’t share the message of specific rewards programs,” says Jessica Hoenes, account planner at Google. “They might have a great deal, such as buy two nights get one free, but what does that mean when it comes to their rewards program?”