Detail Report on the Travel Sector

A recent survey conducted by The Economist Intelligence Unit (EIU) and sponsored by Lyris reveals the biggest gaps between digital marketing strategies and consumer online needs for the travel sector. This report provides new perspectives on what marketers think their customers want and what really matters to them.

Key findings include:

  • 69% of consumers say that many personalized messages are annoying because “attempts at personalization are superficial.”
  • 77% of consumers actively seek travel price comparisons through digital channels.
  • Traditional communication channels (including print catalogs and email) are still the most important means of influencing consumers through the travel purchasing cycle.

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