Infographic: Unpacking the Travel Consumer’s Journey

From quick getaways to bucket-list travel experiences, consumers are spending more time and money on travel than ever before. The vast array of online booking sites offering premium travel deals at affordable prices have made it easy for consumers to choose destinations with the tap of a finger. But, it has also forced airlines and hotels to work harder to get – and keep – consumers’ attention.

While the majority of travel consumers are brand-conscious, only 9% begin their journey with a specific travel brand in mind. However, when they have a relationship with a travel brand, they’re 22% more likely than average to select that brand over another. Here, we look at the travel consumer and how experiential and social amplification strategies develop relationships that build loyalty.




Here are five facts to know about travel consumers and what makes them tick.


Adventure Seekers

Travel consumers perceive themselves as affluent and adventurous

61% buy premium products

60% brand conscious

56% believe others view them as adventurous

50% consider themselves more affluent than average


Try Before You Fly

Experiential strategies entice consumers to explore new destinations

64% would like to use virtual reality to preview a travel destination before booking


Book Now!

Top purchase drivers among travel consumers

64% coupons and discounts

32% customer reviews

32% loyalty points

23% positive comments on social media

18% entry into competitions


Travel Envy

User-generated social media influences decisions

97% of Millennial travelers and 60% of all travelers share travel photos

40% of Millennials consider the “Instagrammability” of their destination before booking


Word-of-Mouth Drives Decision Making

Top sources of brand discovery

36% search engines

33% paid advertising

30% word-of-mouth

25% social media

27% brand websites

24% consumer review websites


Contact us today to learn how our team can help you reach travel consumers with our suite of experiential marketing services.

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