For travel, email does not drive high booking values
July 20, 2012 | Hotel Marketing
Email campaigns are traditionally very promotional in nature, which lowers the average booking value. Email campaigns are also more heavily dominated by existing customers who may not be currently in the market for travel and/or are more discerning among promotional offers.
IgnitionOne looked at marketing data from US and European travel firms and made an interesting discovery: outside of organic search, paid search drives the highest average order value (AOV) when it's a single-channel conversion path.
But firms looking at email to do the same may be disappointed: when it's a single-channel conversion path, email delivers an AOV that's 56% lower. What's more, email-only conversions takes 250% longer to materialize.
Even when it's part of a multi-channel conversion path, paid search continues to produce good results. When a converting paid search click follows an organic search click, for instance, IgnitionOne found that it still delivers an AOV that's 18% higher than normal.
Get the full story at Econsultancy
Read also "Paid search drives higher booking values for travel industry"
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