For most people, airline travel (particularly leisure travel) involves some research. Whether it’s a travel site like Expedia.com or directly on an airline website, over 93 million U.S. adults used the Internet for travel research in 2010, according to the U.S. Travel Association. In an online environment this competitive, converting users to customers is critical. And timing is everything. The Internet enables a cycle of simple touchpoints that can be used to nudge customers towards action.
A real world example. While researching flights to LAX for a trip to Los Angeles recently, I visited Delta.com and searched several itineraries but did not end up booking a flight. I also researched fares on one or two major travel industry sites. I decided to hold off on booking the flight and resume my research in a day or two. Which could easily have turned into 3. Or 4. Or possibly never.