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The Impact of Travel Advertising on Purchase Behavior
See also: 2024 Home Improvement Purchase Funnel Study
The goal of the Travel Purchase Funnel 2024 study was to identify and highlight the critical role of media platforms in influencing consumers during their purchase decision process.
TVB commissioned GfK to field a study that looked at the influence of over 20 media platforms on travel consumers’ purchase decisions. To qualify, a respondent needed to be 18 years or older, have made, or planned to make a travel purchase, and saw/heard advertising for the category on ANY of 20+ platforms. Exposure to a TV ad was NOT a prerequisite to participate.
The study confirmed the value of TV, as it was the most important influencer throughout all stages of the purchase funnel. The study was fielded July 8, 2024, to July 16, 2024.
Media Platforms Analyzed
Some key findings:
- TV is the most important influence at all stages of the purchase funnel and this is also true among key age demos, HH income, personal net worth, and Hispanics.
- Increased exposure to ads on linear TV increases consumer importance, trust, and preference.
- Broadcast TV is the primary source of news among travel consumers.
- Local broadcast TV is #1 for trust among all media platforms and local broadcast TV station websites/apps are #1 for trust among digital platforms. Social media is the least trusted platform.
- TV motivates consumers to find more information online, triggers advertising recall and influences internet searches.
- 72% of adults have already purchased travel and intend to purchase travel.
- Over 75% of respondents have taken a business trip or personal trip/vacation in the last year.
- Most travel is personal (97%), with 84% citing personal exclusively and 13% citing both business and personal. Only 3% of respondents cited business as the sole reason for travel.
- Over half of respondents made their travel arrangements entirely on their own.
- 90% of respondents said that TV ads have influenced their travel search selections.
QA4/QA5/QA6/QA7/QA8; Most important for media that registered 3% or higher.
B2 “I trust the news that I see/hear on this media source.” (Agree Strongly + Agree Somewhat
For more information, please contact Hadassa Gerber, Chief Research Officer, TVB