People Insights

January 27, 2016

Navigating the Multidevice Travel Path to Purchase

Understand how mobile is changing the way Dutch and Swedish travelers plan and book short getaways.

People InsightsMedia BehaviorTravelEurope, Middle East & Africa

Who doesn’t love a weekend getaway? Escaping the pressures of our increasingly busy lives to indulge our thirst for wanderlust will always be one of life’s greatest pleasures.

But the way people plan and book their getaways is very different than it used to be. People increasingly use (and switch between) multiple devices along their paths to purchase. But only one device is progressively growing in importance—and that is mobile.

To better understand the role of mobile in a multidevice journey and how travel providers can best connect with the next generation of global travelers—via mobile app or m-site—Facebook commissioned consumer research company GfK to conduct a multi-method path to purchase study of 2,000 people aged 18+ across the Netherlands and Sweden who had recently booked a short trip (2–4 days).

The infographic below highlights the many opportunities for travel providers to connect with connected travelers throughout their journeys.

Source: Facebook internal data based on reported and inferred global user data, May 2014.

People InsightsMedia BehaviorTravelEurope, Middle East & Africa

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