Travel Trends: What Do Women Want ?

What Women Want – If you’ve wandered in here looking for insight into the female psyche this Valentine’s Day, we might have something for you. Unfortunately, unlike Mel Gibson in the movie of the same title, our thoughts are restricted to online user behavior of women.

Travel marketers have long known that women are the “deciders” when it comes to travel research, planning and booking. New studies summarized in AdAge show that women’s online activities are getting sophisticated and complex. Not only do women comprise of more than 50% of the online audience but they’re also spending more time online and are increasingly catching up with men when it comes to social media, gaming and other channels. Consider:

  • The number of unique visits to women’s community sites jumped 35% to almost 70 million from 52 million.

  • 43% of women watch videos on YouTube (up from 27% in 2006)

  • Women are increasingly playing games online and they’re also more likely to pay for games online

  • Women 45-54 are more likely to shop on impulse online -especially if given an incentive such as a discount or e-mail offer

  • Travel continues to be the #1 most purchased item by women

Markers Rate The Best & Worst Online Tactics – What’s the best performing marketing tactic in online marketing? Whose budget got the biggest increase this year? A new report by MarketingSherpa gives a bit of insight into what our peers are doing. According to the report:

  • Behavioral targeting is generally favored and marketers are moving away from poorly targeted display ads (yep no surprise there)

  • While paid search is still an important tactic, marketers are increasingly turning to SEO due to it’s better ROI. (This seems like a no brainer but you’d be surprised at how many of us ignore SEO)

  • E-mail continues to deliver strong ROI (yes, as we wrote a while back, e-mail is not going away!)

  • Analytics continues to be a hot button issue with more than 60% of those surveyed looking at ways to integrate “offline and online” tracking and overlay web analytics to search and email

Comment? @travel2dot0 or email.