Reach travelers investing more in their vacations

A common misconception about OTA travelers is that they prioritize price over everything else. And while this may have been true in the past when online travel agencies (OTAs) were primarily transaction-focused, we’ve successfully evolved our brand into a marketplace focused on trusted experiences for travelers. Our customer acquisition strategy has also shifted, and we’re focused on acquiring and retaining customers with high return rates who deliver more value for our partners. 

We’ve accomplished this by spending time, effort, and money building engaging and emotional brand campaigns with tangible product benefits that inspire action from travelers that spend more, stay longer, and upgrade. We also continue to invest in our One Key™ rewards program, which offers unmatched flexibility and valuable incentives, allowing us to attract and retain travelers that frequently return and drive repeat bookings.

Read on for insights on what makes our travelers valuable and how you can reach and attract them with One Key. 

To understand how traveler preferences and behaviors vary across different booking platforms and determine if our traveler-centric strategy is working, we commissioned research with Global Web Index (GWI). More than 8,000 respondents were surveyed in eight global markets who had purchased a vacation in the last three to six months, spanning various audience groups.

The study findings show that our travelers stay longer and spend more,* a testament to the efficacy of our strategy. Our travelers are also willing to splurge on their trips, opting for more premium options and upgrading their bookings.

We understand the investment it takes to attract profitable travelers and drive loyalty, so we see this success not only as our own, but also yours. Our efforts in retaining valuable travelers ultimately results in increased demand and revenue for you as well.  

Overall, our travelers are less price-conscious and are 56% more likely to splurge on vacations than other travelers, showing that they prioritize things like overall value and experience when it comes to planning trips. They are also 12% more likely to have taken a vacation abroad in the past three to six months compared to other travelers.

These travelers seek out premium accommodations and are willing to pay for a touch of opulence. They are 78% more likely to book a premium suite hotel room and 42% more likely to book a special view room than other travelers.

On the road or in the air, our travelers prefer the best, being 55% more likely to upgrade their car and 50% more likely to upgrade their flight seat at check-in than other travelers.

To entice these valuable travelers to book with you, make sure your listings accurately highlight the benefits of your premium upgrade options, whether that’s a hotel room with breathtaking waterfront views or plush, lay-flat seats in your premium airline cabin.