OMD research charts path to purchase in travel sector in bid to better target ad spend

Media agency OMD has completed one of its most in-depth pieces of research in a move to more accurately plot the path to purchase in the notoriously complex travel sector.

The agency conducted studies in Australia and China, interviewing more than 800 travellers in each country, to better understand how, what and where they are consuming media.

Among the revelations thrown up in the partnership with travel research specialist MyTravelResearch, which led to the creation of more than 300 slides of data, was that 34 per cent of Australians interviewed admitted to clicking on an online ad.

The agency, which has travel brands including Qantas, Tourism Australia and Helloworld on its books, believes the findings, while highlighting the enormous difficulty faced by travel marketers, will enable firms to better plan targeted campaigns and reach consumers at different stages of the “path to purchase”.