Research report

Digital footprints: Discovering online traveler needs in North America

Alix Argüelles

Vice President, Online Travel Group North America

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Travel is now booked easier and quicker than ever before. This is thanks to the growth of online, which in 2020, will become the dominant channel for purchasing travel globally.

This research gives a fresh snapshot of traveler behavior and sentiment, looking at both the U.S. and Canada respectively. As the travel industry evolves, it’s important to know what today’s travelers - who are clearly in the driver’s seat - are looking for when it comes to what, where, when and how they want to interact with travel brands online.

To gain an edge over their competition and stand out in a crowded market, the research indicates that online travel retailers should ask themselves questions such as:

  • How can OTAs partner with social media influencers to build rapport with their highly engaged audiences?
  • How can online retailers be more transparent with their prices and ensure ease of payment to see higher sales conversions?
  • What is needed to provide those sought-after personalized offers and services?

The message that comes through from the research findings is loud and clear: you cannot ignore today’s empowered travelers! Understanding and adapting to the needs of today’s digital consumers is critical. In order to be successful, online travel agencies need to put themselves in the shoes and follow in the footsteps of digital travelers as they navigate the online travel landscape.

Alix Argüelles
Vice President,
Online Travel Group,
North America

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