PATA VE Bulletin June 2018

The Online Behaviour of Travel Consumers in Asia: What Travel Professionals Need to Know

Authored by Comscore


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Few industries have been as impacted by digital technologies as the travel industry: from information-gathering to planning and purchasing travel fares, most of the consumer activity happens online or is shaped by information found there.

This report “The Online Behaviour of Travel Consumers in Asia: What Travel Professionals Need to Know” summarises the behavioural patterns of consumers who visit travel websites. The goal is to help travel marketing professionals understand their digital audience by answering questions such as: how do consumers access travel sites? How frequently do they do so? How long do the visits last? Where do heavy users go online? This in turn, helps travel professionals in the travel industry calibrate their marketing plans – and budgets.