Accurate Attribution Remains Travel’s Biggest Headache
Attribution continues to be an issue for the travel and tourism industry as travelers hop from device-to-device and across websites throughout the journey, according to EyeforTravel’s "State of Data and Analytics in Travel Report." Of the marketing professionals surveyed, 54.3 percent report that they could either track users to a limited degree (24.5 percent), just on their own domains (16 percent) or not at all (13.8 percent).
It’s not all doom and gloom, however, with some companies reporting that they can track users in some detail. A quarter of respondents say they can track users across most devices and touchpoints, and a further 20.7 percent across touchpoints but not devices. This illustrates that the cross-device behavior that has become so prevalent in travel is the main challenge today.
Attribution is expected to be a major focus for travel brands over the medium-term. Says Alex Hadwick, Head of Research at EyeforTravel: “Our consumer research shows that travelers are increasing their usage of mobile, especially in Asia-Pacific markets, but huge numbers of switch devices during their journey.”