Online holiday bookers have no brand recall, says report
Forty per cent think they booked “through Google”, and almost 1 in 5 think they booked “through social media’’ apps – places that don’t typically sell tours and activities.
The report, ‘The 2023 Experiences Traveler’, comes ahead of the Arival 360 Conference in Berlin, the only global conference devoted to tours, attractions and travel experiences. The report revealed a general lack of awareness of operators and online brands that sell tours and activities, reflecting the fragmented nature of the market, and how competitive the online landscape is.
This shows just how important it is for travel experiences brands to have robust marketing across multiple online and offline channels, making it as easy as possible for travellers to find and book their experiences
– Douglas Quinby
“The tours and activities sector is highly fragmented, and finding and choosing things to do remains stubbornly difficult for travellers,” said Douglas Quinby, co-founder and CEO of Arival, ahead of the Arival 360 Conference in Berlin from March 5 to 7. “This is compounded by the fact that it is a much more complex and important decision for travellers than choosing transportation or accommodation. Deciding how you spend your time, and making sure your travel companions will have a great experience, is a significant factor. Travellers use many more sources of information – online and off – to find and choose the tours, attractions and experiences for their trips.”
Around 35 per cent of respondents do recall booking via a “general online travel agent”, such as Expedia, Viator or GetYourGuide.
“It’s clear from our findings that the sector suffers from a lack of brand awareness, and the online marketplace is also far more competitive,” continued Quinby. “This shows just how important it is for travel experiences brands to have robust marketing across multiple online and offline channels, making it as easy as possible for travellers to find and book their experiences.”