SoJern-揭开现代旅行者的购买路径（英文版）-39页.pdfVIP

Sojern Uncovers the Modern Traveler’s Paths to Purchase Introduction Engaging with travelers as they plan and book their travel is an increasingly uphill challenge—as today’s modern consumers jump across websites, devices, and verticals at a rapid clip. At Sojern, we’ve spent over a decade understanding travelers and know what makes them tick. We have unique insights into their travel behavior and we specialize in using predictive data science and travel data to help our clients find and engage consumers before, during, and after their trips—across all their devices. And, thanks to our rich data science and industry-leading knowledge of the travel industry, Sojern delivers world-class marketing solutions across display, search, Facebook, video, and more to build brand awareness and deliver more direct demand to our clients. In this report we offer a look at eight paths to purchase spanning verticals, regions, and trip motivations. What emerges is a greater understanding of just how unique each traveler and trip is—and the importance of having the insights and marketing acumen to speak to travelers as individuals. This path to purchase report, instead of focusing on website visits, looks at travel touchpoints: every time a traveler hits a new page online—whether on mobile or desktop—including searches, bookings, IP hits, as well as homepage visits. This provides a clearer picture of the path to purchase as someone may visit a website only once, but perform multiple searches once there. The travelers we see in this project are real and so are their actions. Their names, however, are pseudonyms as Sojern’s data is anonymized. This report does not purport to offer the average experience of the modern traveler—instead, it works to dismiss the myth that there is an average traveler. It embraces complexity, offers deep insi