The belief that the "average traveler" is just a myth is gaining further weight with the release of a study detailing the myriad of routes taken to buy a trip.
Sojern presented the findings of a study of eight paths to a purchase for travelers at the recent ITB exhibition in Berlin.
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The company's Stephen Taylor says its data illustrates a community of travel buyers who switch devices regularly, will browse many competitor sites and take a long time to come to a decision.
A clip featuring the senior vice president of enterprise solutions reminds us how much the purchase path has altered, even in recent years, with a deeper dive into eight different routes to a booking.
Shoot for the Average, Miss the Target - Stephen Taylor, Sojern
The release of the data follows a similar presentation from Travel Audience at the same event.
The Amadeus-owned company analysed millions of purchases on online travel brands to discover only 28% of consumers are searching for a single destination, with 72% considering at least one other location.
Such flexibility extends to travel dates, with more than four out of five (81%) of travelers happy to search for various periods of time for a trip, rather than solely looking at set date parameters.