Excerpt from CMO By Adobe

Consumer purchase habits are constantly evolving. One place this is evident is the travel and hospitality sector, in which digital channels like mobile, social media, and other emerging platforms have been influencing how travel is booked.

Adobe’s “2019 State of Travel” report used Adobe Analytics to analyze over 1 trillion visits to websites, including many of the world’s leading travel sites, to better understand how travelers move from research to buy using digital channels. (Adobe owns CMO.com.) To complement the trends uncovered, the Adobe Digital Insights (ADI) team also surveyed 2,000 U.S. adults to learn more about their travel planning habits.

Here are the top trends uncovered, packaged with takeaways and tips for marketers looking to target travel aficionados this summer.

1. Consumers increasingly research travel plans on their smartphones, but purchase on a desktop/laptop: In fact, 80% of airline sales are made on a desktop, while 46% of research occurs via smartphone. Additionally, 74% of hotel rooms are booked on desktop, while 47% of research happens via smartphone.

There is an opportunity for marketers with regard to driving more mobile bookings, according to ADI manager Vivek Pandya.

“The travel industry is spending a tremendous amount of money on their mobile apps and websites, and we suggest that brands test out providing steeper discounts to consumers on mobile to encourage usage,” Pandya said. One example of a brand that is already doing so is online travel agent (OTA) CheapTickets.com, which offers up to 40% off of hotels tickets only when they’re purchased on its mobile app.

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