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Travel Solutions
The competition for consumer travel dollars is increasingly intense and complex.
Many travel marketing executives are surrounded by an increasing amount of data
about industry and segment trends, yet still lack insight specifically relevant
to the behavior and needs of current and potential customers.
comScore Travel Solutions provide research and analysis of specific consumer
and competitive actions that affect consumer choice, and comScore analysts help
in the design of strategies to exploit emerging opportunities and maximize traveler
loyalty.
This capability is based on comScore's continuous, consumer-level
view of industry-wide shopping and buying activity, measured
through its proprietary panel of more than 2 million representative
consumers. comScore captures complete transaction details
across competitive suppliers and agencies — including
competitive brand cross-shopping, itineraries purchased, prices
paid and discounts received. And we integrate the critical
dimension of consumer attitudes, intentions and perceptions
behind this behavior to drive smarter marketing decisions
and strategies.
comScore Travel Solutions address critical marketing needs and questions faced by all industry segments:
Competitive Performance and Consumer Loyalty Research
comScore competitive performance and consumer loyalty research provides continuous
metrics and analysis across a relevant competitive set of suppliers, agencies and
other intermediaries, including an evaluation of competitive conversion rates,
booking values, customer engagement and cross-shopping, share of category bookings
and dollars, and other usage and loyalty metrics. These analyses can be delivered
on a monthly or quarterly basis, enabling travel providers to assess and respond to critical trends in a rapidly evolving competitive environment.
Visitor Non-Buyer / Lost Sales Analysis
How many travelers shop at any given site but buy elsewhere? How much are they
spending, and with which competitors? The comScore Visitor Non-Buyer (VNB) analysis
answers these questions, which present an ongoing challenge to every marketer.
comScore's VNB analysis studies the behavior of consumers who visit a given Web
site, but leave without completing a purchase or other transaction. Because
comScore captures the purchasing patterns of VNBs on competitive sites, these
studies also quantify the sales lost to competitors, and help identify the
factors behind these losses, including competitive product offerings, promotions
and merchandising.
Gain Deep Insight into Consumers' Attitudes and Intent
comScore Insights provide clients with the ability to conduct survey research
studies using comScore panelists focused on a wide range of online and offline
issues. For example, how will consumers respond to potential new product offerings
or ad campaigns? How will service fees and award restrictions influence consumers'
booking decisions? How are changing price/ value perceptions affecting your brands?
Which strategies are most likely to influence offline buyers to book online? comScore addresses
these issues and more, through a variety of survey techniques including consumer segmentation and
profiling, new product assessment, as well as brand and advertising tracking.
By incorporating multiple research approaches, frequent traveler and other
customer file data, with expert analysis, comScore helps clients identify specific
business strategies that generate the greatest revenue with the highest probability of success.
For more information about how comScore Travel Solutions can help improve your
marketing strategies, please call 312-775-6489 or submit an
online information request.
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