Online hotel, flight and car rental bookings substantially increase
in 2013, in part due to growth of mobile
The online travel industry is ripe with opportunity for marketers,
according to a new report released today by CJ Affiliate by Conversant.
The 2014 Travel Benchmarks Report, which analyzed travel sales activity
from January through
2012, showed a significant increase in online hotel, flight and car
rental bookings due in part to the continued growth of mobile device
usage by consumers.
The annual Travel Benchmarks Report analyzes the growth of online travel
bookings and seeks to establish benchmarks for travel advertisers
regarding how to best approach buyers. Overall travel sales are a sign
of economic growth and reflect consumer and business confidence, since
travel expenditures are often the first to be cut when budgets are
tight. The significant growth of travel sales in the past year is
therefore highly relevant to marketers far beyond the travel industry.
Key findings from the study include:
Hotel bookings boom - growth of hotel bookings shot up by 27
percent from 2012 to 2013 for online travel agency advertisers and by
39 percent for direct supplier advertisers
Splurging for the upgrade - with the exception of car rentals,
people are paying more, with average order values growing by as much
as 7 percent
Online travel agencies (OTA) dominate - in 2013, OTAs drove 76
percent of all air bookings in the CJ Affiliate network
Travelers go direct for car rentals - direct suppliers
accounted for 92 percent of the CJ Affiliate network's car rental
"More than ever, people are turning to their mobile devices for travel
research and booking, so advertisers this year should double down on
their mobile distribution as well as focus on a data strategy that will
establish key insights into consumer preferences," said
president of CJ Affiliate by Conversant. "There is an opportunity to
pull off a marketing double-play by tapping the trend for higher booking
by promoting personalized packages or hotel stays at a higher price
within a mobile environment."
To download a complete copy of the study, please visit: http://go.conversantmedia.com/affiliate-travelspotlight-march-2014.html
About CJ Affiliate by Conversant
CJ Affiliate by Conversant facilitates and supports equitable, lucrative
relationships between advertisers and publishers. Many of the world's
most widely recognized and highly specialized brands run their
pay-for-performance programs on CJ's platform.
marketing. Conversant helps the world's biggest companies grow by
creating personalized experiences that deliver higher returns for brands
and greater satisfaction for people. We offer a fully integrated
personalization platform, personalized media programs and the world's
largest affiliate marketing network -all fueled by a deep understanding
of what motivates people to engage, connect and buy. For more
information, please visit www.conversantmedia.com.
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