Digital footprints: Discovering online traveler needs in France

This research takes a snapshot of traveler behavior and sentiment in France in 2019. We know that today’s travelers are in the driving seat when it comes to what, where, when and how they want to interact with travel brands online. It’s been a fascinating journey and it raises strategic questions for online travel companies that can have implications for competitiveness and relevance in a more crowded marketplace.

Questions such as: how can you partner with social media influencers to build rapport with their highly engaged audiences? How can your site design and flow demonstrate your commitment to price transparency for higher sales conversions? What can you do to help consumers feel good about the choices they are making in terms of the environment, even if it hasn’t yet become a deciding factor?

There’s a lot to digest. But one message is loud and clear: ignore empowered travelers at your peril! That’s the motivation behind wanting to put ourselves in their shoes - so to speak - and follow in their footsteps as they navigate the online travel landscape.

Francesca Benati
Senior Vice President,
Online Travel Companies,
Western Europe,
Middle East and Africa