The challenge for hotels is to decide how to align their marketing budgets to best intercept potential travelers—delivering desired content on the appropriate device and through the right channels and partners.
Boston, MA (PRWEB) August 26, 2014
A new study of 2,000 consumers from market research and consulting firm Chadwick Martin Bailey (CMB) found that mobile, social, and online factors influence leisure travelers very differently at separate stages in the purchase journey. Additional findings include:
- Mobile devices play an important role in the initial research phase of hotel planning, but are used sparingly to book hotel stays. Over 60% of travelers used a mobile device—47% a smartphone—during their hotel purchase journey. But only 6% booked their hotel via a smartphone.
- Mobile applications are used infrequently throughout the hotel purchase journey. In total, only 6% of shoppers used a mobile app.
- Consumer reviews trump social media in influencing research and evaluation as well as final decisions. Only 13% of bookers used social media during the purchase journey vs 59% who consulted consumer reviews.
- Price comparison sites play an important role even when they are not the final purchase location. Nearly half of travelers (49%) used a price comparison website such as Expedia, Priceline, or Kayak. 36% of those who used one or more of these sites ultimately booked their stay with them.
“There’s no shortage of information available to travelers as they plan and book hotels for their vacations,” says Judy Melanson, SVP of CMB’s Travel and Hospitality practice. “We know their path involves multiple sites and sources of information. The challenge for hotels is to decide how to align their marketing budgets to best intercept potential travelers—delivering desired content on the appropriate device and through the right channels and partners.”
About this Research
This study was done as part of CMB’s self-funded Consumer Pulse program. A report with additional findings from this study is available as a free download from Chadwick Martin Bailey. Data was collected from 2,000 smartphone owners in the U.S., aged 18 to 75, via a nationally representative online survey questionnaire within the United States. The survey was conducted by Chadwick Martin Bailey in spring of 2014.
About Chadwick Martin Bailey (CMB)
CMB is an AMA Gold Top 50 market research and consulting firm partnering with a select group of the world’s leading brands. Founded in 1984, CMB collaborates on game-changing initiatives including segmentation, invigorating brand health, rejuvenating tired trackers, driving loyalty, and product and service development. For more information, visit http://www.cmbinfo.com.