Is there a typical path to purchase when it comes to booking travel? Join guest host Richard Kocher, Senior Director, Media Insights & Planning, as he interviews Cheryl Miller, Senior Vice President of B2B Marketing at Expedia Group. Cheryl has extensive experience in marketing and go-to-market initiatives for large tech companies, and together, they discuss the findings of Expedia’s Path to Purchase Report, an in-depth study that explores how travelers make decisions when planning their next trip. Cheryl highlights that the path to purchase is winding, long, and never straightforward. She also emphasizes the importance of employing an omnichannel marketing approach, as the report uncovered the variety of channels travelers explore when booking travel, such as social media and OTAs. She and Richard also discuss some of the many other important insights from the report, like the influence of advertising, the role of loyalty, and how to engage travelers at each step along the journey. This episode offers a compelling glimpse into the intersection of technology, consumer behavior, and marketing strategies.
Powering Travel is produced by Expedia Group in association with Quill. Learn more at partner.expediagroup.com.