Key points on the digital buyer journey


Reading Time: 3 mins. 03/05/2018

The path that users follow from when they decide to go on vacation until the booking of their hotel, offers so many information channels that users can feel frustrate. For that reason we would like to explain the key elements in the buying journey of a user when booking a hotel. 
Over the last decade, the hotel reservation process has evolved a lot, granting more and more power to the user. It all about a client, full-time connected through multiple devices, which has all the necessary  information to make a decision on many platforms and who likes to comment on the hotels in which he has stayed and feels influenced by the opinions of others.
 
The path that users follow from when they decide to go on vacation until the booking of their hotel, offers so many information channels that users can feel frustrate, is the era of infoxication.
 
A study developed by Phocuswright has analyzed among the users of the USA, Germany, United Kingdom and France what travelers want and don’t want in their digital reservation process.
 
And the first data that shows the importance of working with the digital channel tells us that 80% of these travelers book their vacations online.
 
But this process is not easy for all travelers, and for more than 12% of European travelers the process of booking a hotel online is frustrating.

But, what do they find frustrating during the booking process? Among all, we highlight the price disparities, which is due to poor management of distribution channels by hoteliers, and the lack of visual elements, given the lack of importance that they give to the quality of the images of their establishments.

These are the elements that travelers have highlighted as the main reasons to leave the hotel page.

 
Most of them want hotel brands to offer them more personalized information, a point that demonstrates the importance of adapting the content offered to each user depending on where on the purchasing process they are in.
 
As a highlight, almost 40% of users wouldn’t mind that brands use general information about them to offer a better service and 42% would like to receive personalized offersthrough mobile, mail or social networking platforms.


The content that exerts the greatest influence among travelers at the time of booking are the audiovisual elements, together with the comments of other travelers. If we look at the millennials (https://www.pasodebooking.com/en/how-the-millenials-behave.html), we see that for more than 50% of the users the most important element to make a decision are the images and videos. On the contrary, the lack of quality visual elements is one of the key factors that most frustrate users.


Analyzing the behavior of users when looking for a hotel to stay through mobile devices, we see that, for users to decide to browse a hotel website, information should be quick, easy to access and practical.
 
This is a critical point in which most hoteliers are failing because, as we can see in the following graph, the majority of users who book their hotel using their mobile phone do so through the OTAs platforms, since it is easier for them to do so than using hotel websites in their mobile version, especially at the time of completing the reservation.
 
As we can see it’s very important to identify the key elements in the buying journey of a user when booking a hotel to be able to adapt to their needs and thus promote direct sales. In short, we must bet on a fast web, where the information offered is easily accessible and, above all, the content is useful for the user, as well as having a mobile web designed specificallyfor users who book through of these devices since we see that with a responsive version is not enough.