According to a new Microsoft recently released on the popular package holiday offering, there are three distinct types of online package holiday bookers that range from decisive quick converters (book within 1 day) to curious browsers (book within a month) to cautious converters (take 1 month+ to book). The length of the purchase path has been found to engender many distinctions in user behaviour and preferences but also some similarities too.
Key findings include:
- 33% of online package holiday bookings occurred in 1 day and 63% of online holiday bookings occurred within a month (highlighting great resilience amongst travellers amidst uncertainty)
- Younger demographics were more decisive and had shorter purchase paths
- Brand loyalty decreases in longer purchase paths
- Price sensitivity is a driver of caution and was greater in longer purchase paths
- Destination curiosity increases in longer purchase paths
- Advertising was found to be influential amongst all three types of package holiday bookers, with 60% of online package holiday bookings being influenced/exposed to online advertising
