Almost half of all holiday bookings are directly influenced by news media, a new report released by NewsMediaWorks has revealed.
Some 60 per cent of holidaymakers recall seeing or hearing a specific travel ad in the early stages of buying their holiday, according to the Path to Purchase: Travel Report. Yet, only 38 per cent of holidaymakers have a specific destination in mind when they begin planning a holiday, which means that three in five consumers are open to persuasion.
To understand how to engage holidaymakers on their path to purchase, NewsMediaWorks collaborated with Research Now to develop one of Australia’s largest path to purchase projects*.
Unlike similar studies, which retrospectively look at consumer behaviour, this study gathered information from buyers in real time at four distinct stages of their purchase journey: 1. recognising that they need a holiday; 2. researching options; 3. forming a shortlist and 4. booking a holiday.
Price is the most important factor in the ‘researching options’ phase of the path to purchase journey at 59 per cent, followed by inspiration (55%), inclusions (47%), where to book and recommendations (31% each) and reviews (26%). Holidaymakers turn to news media as a ‘one-stop shop’ for these six key pieces of information they require when booking a holiday. These information needs remain throughout the path to purchase, but their weighting changes at each stage. When booking a holiday, for example, reviews and recommendations become increasingly important.
Throughout the holidaymakers’ path to purchase – which on average spans 22 weeks – news media consistently outperforms other paid media, when it comes to looking for information and reading reviews and recommendations of destinations.
“The research shows news media performs consistently well in providing holidaymakers with the relevant information they seek. Some 6.7 million Australians turn to news media travel sections each month for inspirational, credible, trustworthy, independent information on holiday destinations,” NewsMediaWorks CEO Mark Hollands said.
“At the critical booking phase, people want reassurance that they are buying the right holiday. This is where news media is particularly strong – its travel content, independent advice, reviews and recommendations and quality journalism are more sought after by holidaymakers than any other paid channel. News media delivers at every stage of the path to purchase and enables travel destinations and airlines to connect with buyers when they are actively seeking information and making purchase decisions.”
The Travel report is the second of four Path to Purchase studies NewsMediaWorks will release and will be followed by Electrical Goods and Health Insurance. The first report, on Automotive, was released earlier this month.
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]
Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]
CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]
GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games. GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]
MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.
DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]