To understand how to engage holidaymakers on their path to purchase, News Works NZ have collaborated with Research Now to develop one of 4 path to purchase projects.
After consulting 600 Kiwis who are planning their next holiday we have developed a complete path to purchase for holidaymakers.
The four stages are:
- Recognising Need
- Researching Options
- Forming a Shortlist
- Booking a holiday
News media plays a valuable role in providing information relating to their needs at all four stages of the purchase process, influencing the buying process of nearly half of holidaymakers.
The research discovered that it takes 27 weeks from need recognition to booking a holiday. And that many holidaymakers don’t select their final destination until the final stages of the path to purchase.
Throughout the holidaymakers' path to purchase, news media consistently features as a leading source of useful and trusted holiday information.
Download the research as an infographic.