$995 USDAnalyst: Marcello Gasdia, John DiStefano, Lorraine Sileo
During trip planning, travelers are influenced by a complex interplay of channels, websites and devices. While traditional points of influence, such as brick-and-mortar outlets, still hold sway, online resources far outweigh offline ones – both in influence and number. The challenge for suppliers, then, is to create a trusted brand that stays top of mind and lightens the traveler’s load during the selection process. Destination Unknown: How U.S. and European Travelers Decide Where to Go 2013 illuminates the myriad factors involved in leisure travel decision-making and compares the process in four key markets: the U.S., the U.K., Germany and France.