The path to purchase is the route a consumer follows to buy a particular brand, product or service. For the modern traveler, it is not a straight line.
When it is time to buy, does the traveler do any research online? Did media influence the purchase? Is the decision made before or after entering a store? Everything that happens before and at the moment of purchase is what we call the path to purchase.
In travel, this path has to do with the planning time before the trip. In general, leisure travelers do not have a clear idea of where they will go, let alone what kind of accommodation will suit them best, whether they will fly with a particular airline or whether a specific travel agency will book the services they need.
Path to Purchase 2018
The “Path to Purchase 2018” study by comScore analyzed activity on more than 325 websites and reported that the contemporary traveler’s path to purchase starts out broad and takes shape during the search itself.
- 73% of all first travel searches worldwide in 2017 were generic, with no mention of a brand or destination.
- For inspiration, today’s travelers use search engines and social media, and on average they may visit 45 websites before booking their next trip.
The study’s results show that, on average, travelers take a month or more to plan a trip. During that time, travel companies have a crucial opportunity to engage with these travelers at a highly influential stage, especially through visibility and by showcasing their products and services.
This is the path to purchase a traveler often follows: when a problem or need arises, the buyer searches with the many tools available, including search engines. After reviewing several options, they visit the supplier’s website and finally complete a transaction, in person or online. The evaluation stage also includes newer inputs, such as online ratings and reviews.
Given that 50% or more of purchases are decided at the point of sale (a store, website, app or other channel), it is crucial to understand the path a traveling consumer follows, how they reach a product or service and what trigger tips them toward a particular brand.
Originally published in Spanish in June 2019: Path to purchase del viajero mexicano. Figures are from the comScore study cited.
