Understanding the path to purchase
Optimising targeting and user experience for an online lodging and accommodation brand.
The brief
China has the fastest-growing outbound tourism market in the world, and is the largest source for future outbound travel. Our client needed to understand how the Chinese traveller ‘consumes’ travel, and how their product can best meet their needs.
Our approach
Our skilled moderator and China expert conducted qualitative in-home visits in tier 1 and tier 2 cities in China, to identify key differences between different socioeconomic classes and traveller profiles.
Exploration focused on understanding their preferences, aspirations and demands when travelling.
The output
The study provided an in-depth understanding of what motivates the Chinese to travel, how they plan and organise their journey, and key touch points where our client can influence their decision-making when planning their trip.
