The report surveyed over 1500 consumers and found that men are more likely to pick up the Telephone than women. Further data analysis revealed that the 55+ demographic called more and spent over £1000 on their break.
The data also found that in the run up to Booking, consumers engaged with up to eight pieces of marketing, including both online and offline channels like paid ads, a business’ website, holiday brochures and travel review sites as well as a telephone conversation.
With the phone playing a key role in the online booking process, plus the complex path to purchase, the report provides key tactics holiday providers can use to target, retarget and convert more enquiries.
The full report is available to download here.