iSeatz last report: interesting findings for tourism experts
According to iSeatz last survey, 81% of travelers admit to book T&A during their last trip.
The breakdown highlights that day trips, excursions and sightseeing tours (42%), visiting museums, galleries or cultural attractions (30%) and outdoor activities (28%) are the most popular.
Late decision:
Even more interesting, the study reveals that the stage at which these in-destination activities are booked varies significantly. For both tours and activities (including snorkeling, sightseeing tour or relaxing experience) and usual free-sale activities (such as museum, zoo, theme park or monument), most were booked while the consumer was within the destination and, for the most part, on the day of the activity itself.
Last Trip In-Destination Activities | ||||
Ages 18-34 | Ages 35-54 | Ages 55+ | All Ages | |
| Day trip, excursion or sightseeing tour | 50% | 38% | 38% | 42% |
| Museum, gallery or cultural attraction | 34% | 24% | 26% | 30% |
| Outdoor activity (such as water sports and hiking) | 30% | 27% | 27% | 28% |
| Ticketed event (theater, sporting event or concert) | 26% | 20% | 16% | 21% |
| Theme park or amusement park | 27% | 21% | 7% | 19% |
| Other | 4% | 9% | 15% | 9% |
Last Trip In-Destination Activities Purchased At the same time as or after booking flights or hotels but before traveling, combined | ||||
| Ages 18-34 | Ages 35-54 | Ages 55+ | Overall | |
| Ticketed event (theater, sporting event or concert) | 43% | 38% | 36% | 40% |
| Tour or activity (snorkeling, sightseeing tour or yoga class) | 42% | 34% | 19% | 34% |
| General admission attraction (museum, zoo, theme park or monument) | 39% | 35% | 22% | 34% |
As a conclusion, it seems that any tourism stakeholder needs to be present at each of the journey touch-points, with engaging content adapted to each context. Growing Inflight advertising opportunities are one of the most effective touch-points due to passenger’s state of mind at this stage of his journey.
More and more tourists are informed and program their trip and activities alone. However, traveling is not done in a linear way, and the buying of impulse after being subjected to an advertisement reflects this trend well. Tourists want to experience unique local experiences and do unusual activities.
How PXCom can help travelers on the way: discover it here
