Paid search drives higher booking values for travel industry
July 11, 2012 | Hotel Marketing
A new report found that paid search is the key driver for getting travelers to spend more money. Outside of organic search, it drives a 71% higher average order value (AOV) than any other single channel.
A new report from IgnitionOne, due to be released next week, looks at the conversion paths and latency (the amount of time between the first exposure and when the conversion occurred) for the travel industry.
Looking at which combination of channels drive the quickest sales, the fastest path to conversion starts with display and ends with organic search. This path converts in 10 days, which is half the total average but also has a lower average order value (AOV).
Conversions involving email tend to take the longest, regardless of whether it is at the beginning or end of the sequence. These paths also have a 36% lower AOV compared to other multi-channel paths.
Get the full story at Econsultancy
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