Google Travel Study 2013
Must read for anyone in tourism marketing. Many surprises for me. For example. with so many booking via OTAs I was surprised to learn that only 47% considered OTA their top activity on the net. 60% used search and hotel website fared well at 58%.
So why then are so many buying through an OTA? Well they go there to comparison shop. Yep! Price is top of the list of priorities when a hotel. Ugh are hotels now becoming a commodity and who is to blame for that? I suspect we all know.
Also the study looks at behavior of travelers at all stages of the sales cycle, not just the buyers.
Video continues to grow as a media that all travelers look at and video made by hotels and suppliers accounted for 62% ranging above Trip Reviews.