In today’s world, everyone is connected all the time. We wake up to our alarm on our phone, and many of us click into an app before even getting out of bed. We commute to work, where we log onto our desktop or laptop, and at the end of the day, many can be found relaxing with their tablet in hand. Sound like a typical day? It should. 70% of connected consumers indicate they personally use three or more devices in a day.
As we shift into this multi-device world, it is important to understand how a traveler goes about researching, planning, and booking their trip, as well as see how the buyer’s journey changes when multiple devices come into play. For most, leisure travel takes up a good amount of vacation time and money, so the thought that goes into the trip is extremely thorough. On average, the buyer’s journey lasts 88 days when a traveler visits a popular travel brand like TripAdvisor, or other travel websites. So, in that 88 days, it is almost guaranteed that a traveler will use multiple devices to plan their trip. What’s even more surprising is the amount of travel research that is happening on mobile devices. More than 61% of travelers in the US will use a mobile device to look up information prior to a trip – representing 47.4% of all digital travel research.
With all this information, it is clear to see that the buyer’s journey is no longer linear, given the amount of time travelers have taken to book their trips, and the number of devices used. The journey looks more like a flight map, with consumers researching on one device, and buying on another, while engaging with a variety of media types along the way. This also changes the way we need to look at the conversion funnel. Since there are now more devices in play, there are more opportunities to attract the consumer, and the consumer sees your product across multiple channels.
So, how should properties be marketing themselves to their consumers knowing that they will be searching multiple websites on multiple devices? First off, it is time to move away from the “spray-and-play” approach to marketing, where marketers spray the same campaign across multiple channels hoping to reach travelers on one of them. This used to be highly effective when travelers were planning their trips on one device, or simply through a travel agency. In this multi-device world we find ourselves in, it is better to take a “connect-n-effect” approach, cross-device advertising where marketers can now seamlessly personalize the consumer’s exposure to the brand across screens in a targeted way.
Multiple devices lead to multiple opportunities to connect with travelers, no matter what part of the buyer’s journey they are in. Take advantage of all the channels that are put in front of your consumers, and learn to market yourself in the best way across all of them.