Microsoft recently released new (non packaged travellers). It is estimated by the Office of National Statistics that 55% of the British population falls into this category. Through our research, we have unearthed the purchase behaviours of independent trip bookers over a three month period (April – June 2019) and discovered independent trip bookers manifested into two types of online shoppers. These were identified as ‘monoline’ (purchasing one travel product) and ‘multiline’ (purchasing several travel products for their trips).
Key findings of the multiline user journey include:
- 56% of multiline shoppers began their travel purchase path with an accommodation purchase. Flights came in second for multiline shoppers, while 38% of multiline shoppers began their travel purchase path with flights first.
- Accommodation and flight purchases were also a popular combination purchase, with 40% of multiline shoppers opting for this bundle.
- Activities were particularly popular as an add-on purchase, with 47% of multiline shoppers bundling flights or accommodation purchase together with an activity purchase.
- Weaker brand loyalty as 72% of multiline purchase paths (versus 62% for monoline) begin with non-branded searches and 38% of multiline purchase paths (versus 28% for monoline) conclude with non-branded searches.
- Multiline shoppers were found to have the strongest brand consideration for car hire, with 46% of them visiting four or more unique website domains when purchasing this product. Meanwhile, flights proved to have the weakest brand consideration, with 37% of multiline shoppers visiting four or more unique domains when purchasing this product.
Tags: Microsoft
