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Purchasing travel – the changing customer journey

Guest post by Ed Maule of Siren Communications

Recently I had the opportunity to hear from two of Google’s travel experts, who, despite all the bad press, still take the top spot when it comes to online search, optimisation, ecommerce and digital marketing. According to the most recent data, 90% of consumers move between devices to reach their purchasing goal. The internet is now the number one source of travel planning information; interestingly, online and offline buyers spend an almost equal amount of time researching online. So even if your customers are not buying their holiday on the web, they’re almost certainly spending time researching all the options available to them.