PubTrack™ Consumer and BML to Study Travel Buyer Behavior
In a marketplace undergoing dramatic change, there has never been a more important time for travel publishers, travel websites and travel companies to understand how, where and why their customers are accessing information. Now PubTrack in the U.S. and BML in the U.K. are launching the Consumer Travel Report to capture the traveling consumer’s habits and motivation at a crossroads moment. This groundbreaking new study will survey and evaluate key groups of travelers to reveal why and how travel information needs are changing so rapidly and arm publishers with data for better decision-making. PubTrack and BML are highly regarded business intelligence services of Bowker, an affiliated business of ProQuest.
"There has been no available research that plots how and why the travel information segment is changing. Is it the economic climate or is it a consumer migration to free, digital travel information?" said Kelly Gallagher, Vice President of Publishing Services, Bowker. "This study will enable publishers to understand how their customers’ habits are changing and then, respond with models that will continue to grow their brands and maintain consumer loyalty."
The Consumer Travel Report is edited by travel publishing analyst Stephen Mesquita, whose research has been widely quoted in the media on both sides of the Atlantic, including the Financial Times. "This report is going to give the travel information industry a vital insight into their consumers at a time of rapid change," notes Mr. Mesquita.
The BML/PubTrack™ Consumer Travel Report aims to create a continuing dialog with the traveling consumer, plotting changes over time. The first survey will analyze travelers in three unique categories: travel guide buyers, travelers who buy books but not guides, travelers who do not buy books. It will then explore their travel and travel planning process in-depth to reveal a detailed profile. Arranged by section, the results of the survey will explore travel activity and purchase habits, travel guide buying activity, use of travel websites and views on paid and free information, use of e-books and apps, travel guide purchase influencers, brand awareness and more.
Powered by the Bowker PubTrack Consumer service, the Consumer Travel Report is planned as continuous research for an evolving picture of today and tomorrow's travel planner. The research is being conducted simultaneously in the U.S. by PubTrack Consumer and in the U.K. by BML. PubTrack Consumer survey respondents are derived from a nationwide annual panel of 44,000 adult men, women and teens who complete monthly online surveys about their book purchasing behavior. Regularly updated with actionable reports, PubTrack Consumer surveys have proven to be essential to effectively create, market, and sell in today’s dynamic book publishing environment.
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