Planning

Facebook IQ Sources:

1. “Passive Travel Path to Purchase Measurement” by GfK (Facebook-commissioned passive observation of browsing, search and app behavior across 84 multidevice users aged 18+ in NL who recently booked a 2–4-day trip), Aug 2015.

Source unless otherwise specified: “Travel Path to Purchase” by GfK (Facebook-commissioned study of 2,000 people aged 18+ in NL and SE who recently booked a 2–4-day trip), Aug 2015.

Exploring Travelers’Multidevice Pathto Purchase

Leverage visual imagery to fuel excitementand ignite travelers’ imaginations.

SHOW,DON’T TELL

6 in 10travelers use multiple devicesduring their decision making

7 in 10travelers use a mobile deviceduring their travel research

Smartphone 42% | Tablet 34%

Even the shortest getaways are the result of a complex path to purchase. Explore how people from the Netherlands and Sweden are planning and booking trips in increasingly multidevice, increasingly mobile ways.

DreamingAt the start of theirjourney, travelers are

OPEN TO A WORLD OF POSSIBILITIES

are undecided about at leastone part of their trip

haven’t chosena travel provider

haven’t decidedwhere they’re going

71% 61% 28%

AND INSPIRED BY IMAGERY

THE WINDOW IS OFTEN SHORT

→

Booking

Attract repeat travelers with a shorter purchase process and more customized information across all screens. Deliver a top-notch mobile experience—whether it’s through an app or an m-site.

SIMPLIFY ANDPERSONALIZE→

1.3Xmore likely to prefer

personalized advertising

1.5Xmore likely to consider

booking on a mobile app

1.9Xmore likely to be

frequent travelers

EXPERIENCE IS THE NEW KEY TO LOYALTY

PEOPLE WHO BOOK ON MOBILEHIGHLIGHT FUTURE OPPORTUNITIESCompared to non-mobile bookers, people who book on mobile are

are motivated by a smooth booking experience to book again

72%

of travelers prefer providers that enable easy multidevice booking

43%

of travel isbooked online

84%

PEOPLE RESEARCHACROSS MULTIPLE DEVICES

IN THE NETHERLANDS1

spend more time exploringtheir travel options

As aresult 35% +

A TYPICAL JOURNEY TO PURCHASE FOR TRAVELERS FROM THE NETHERLANDS1

OVER 45 DAYS

1 in 4often like friends’ travel

photos on Facebook

1 in 5find travel inspiration

on Facebook or Instagram

1 in 3want travel providersto inspire them, too

69% plan within2 months 45% plan within

1 month 21% plan within2 weeks

→ Connect with travelers wherever they are in their path to purchase. Reach them in the places they’re spending their time and on the device that goes everywhere with them.

STAY CLOSEON MOBILE

→ Deliver an integrated, multichannel experiencetailored to the person and device being used.

REACH ACROSSSCREENS

582 Minutes

225 Visits

80% of visits areon mobile

Facebook is theconsistent thread

Travel sitesand apps

30

85Minutes

Visits