The rapid adoption of mobile devices, the rise of social networking, the myriad device and channel options have all added to the growing complexity of the travel search, shop, buy process. A new report from travel industry research authority Phocuswright – Search, Shop, Buy: The New Digital Funnel – provides a detailed overview of how travelers in eight key markets are navigating the evolving trip life cycle.

Millennials are driving online travel adoption in emerging markets: More than half of online leisure travelers in China, Brazil and Russia are age 18-34. Mobile shopping and sharing is highest in markets dominated by these young, tech-savvy leisure travelers.

2015-SSB-millennialMobile is playing a big role in influencing purchase decisions – but mobile shopping and sharing are having a larger impact than mobile booking, which remains in the single digits in most markets.

2015-SSB-mobile“Travelers may not yet be comfortable hitting the ‘buy’ button on their mobile device, but many are relying on smartphones and tablets to compare travel products and share trip experiences,” says Phocuswright senior research analyst, Cathy Schetzina Walsh. “And mobile is playing an outsized role in emerging markets such as China, Russia and Brazil, where young, tech-savvy travelers eager to adopt the latest technology dominate online travel populations.”

Metasearch has experienced a big jump in popularity across markets and is the most popular flight-shopping channel in the U.K., France, Germany and Russia. But travelers don’t seem to fully understand the value proposition. When asked to rate different types of websites on flight/hotel options, metasearch was often rated behind OTAs and, sometimes, suppliers.

2015-SSB-perception-hotel-optionPhocuswright’s Search, Shop, Buy: The New Digital Funnel describes consumer travel behaviors and preferences in Australia, Brazil, China, France, Germany, Russia, the U.K. and the U.S. – including preferences in each market – to analyze specific trends that influence destination selection, shopping and booking.

For detailed information relating to Phocuswright’s Search, Shop, Buy: The New Digital Funnel please click here.

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