Why it’s not too late for marketers to influence US holiday travel bookings
Half of American travelers hold out for eleventh-hour sales for holiday season travel, according to survey data by Adara, the data consultancy.
So it’s not too late for travel marketers to launch campaigns to woo their business.
The sweet spot for suppliers to target holiday travelers is during the flight search window, which is fast approaching, between November 17 and December 14.
Last year, half of all holiday flights were booked after November 17. Half of hotel stays were booked after December 14. (For instance, family travelers booked hotels only a week in advance, on average.)
The data is based on transactions by dozens of travel brands plus a look a online shopping behavior.
Conversions are up for certain locations
For the full 2014, about 2% to 5% of all searches ended up as bookings. But since then conversions have increased on average for specific location. Adara says 13% of all searches for Orlando or Fort Lauderdale translated to bookings in the first three quarters of this year, on average.
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