Our client is a leading global travel and leisure group that generates revenues of more than $10 billion (€8.6 billion) from over 20 million customers each year.
The Internet has fundamentally transformed holidaymakers’ decision-making and purchasing patterns.
Awareness and consideration have lost predictive power, and even consumers don’t know how they will proceed to their booking.
In order to plan strategically and market effectively, our client needed a thorough understanding of the research and buying process.
We showed that consumers are unreliable predictors of their own behavior, and that tracking of actual behavior was needed.
We set up a Media Efficiency Panel to gather demographics, intentions and purchase actions, while our browser plug-in continuously tracked all online behavior for 15,000 households. This was complemented by an offline-behavior questionnaire.