Traveller behaviours are changing across the board
Customer-centered digital analytics platform Quantum Metric has revealed that consumers are engaging earlier and more frequently with travel brands before making a final purchase.
In fact, 45% of Brits will visit a website 2-3 times before buying tickets or making a hotel reservation.
The new benchmark report titled The fall of Peak, also highlighted a shift towards more consistent customer engagement across the travel industry, as consumers move away from traditional busy periods in favour of year-round discounts.
It found that 50% of Brits prefer regular deals from brands all year round over scheduled sale days like Black Friday and Travel Tuesday while just 14% of Brits are waiting until Cyber Monday or Travel Tuesday to book their 2024 Christmas travel.
22% of travellers have already booked at least half of their travel bookings for the holidays by October, suggesting that earlier sales are driving early holiday behaviour.
Digital leaders agree change is underway with 43% of them said peak seasons are starting earlier and 33% said they’ve become less defined.
Despite this, consumers remain cost conscious with an average Order Values across the travel sector dropped by 30% between July and September this year.
Danielle Harvey, global VP, head of travel & hospitality strategy of Quantum Metric, said: “The fact that so many consumers visit a website multiple times before making a travel related purchase demonstrates the importance of ensuring your digital experience is seamless.
“If a customer encounters issues, chances are they won’t return to finalise their transaction.
“With consumer attitudes to peak sale seasons also significantly changing, it’s vital that travel businesses implement continuous optimisation across all channels.
“Additionally, offering more personalised touchpoints – be that promotions or preferred payment methods – can also increase loyalty and drive conversions.”
