The document discusses how consumers navigate the path to purchase for various products and services in today's digital landscape. It finds that the traditional purchase funnel model is outdated, as consumers conduct research across multiple devices and touchpoints in a non-linear fashion. For hotel bookers specifically, the summary is:
1) The average hotel booker visits 12 travel sites before booking online, with over half of visits occurring in the week and 48 hours before purchase.
2) Most hotel bookers conduct initial research 30 days before booking and visit multiple travel sites during this period, including online travel agencies and supplier sites.
3) While paths vary, flight research and airline site visits are common touchpoints for hotel bookers across different shopping
Green marketing refers to promoting products or services based on their environmental benefits. It reflects growing consumer concern about the impact of consumption on the environment. Manufacturers have recognized environmental concerns as a competitive advantage and have developed green products. For a product to be considered truly green, its production must be compatible with the ecosystem, satisfy consumer needs, and maintain quality despite higher costs compared to regular products. Ecolabeling benefits companies through improved image and sales while increasing consumer awareness of consumption habits. However, green positioning is difficult for latecomers to market and not important for all product types like clothing and entertainment.
The document discusses how consumers navigate the path to purchase for various products and services in today's digital landscape. It finds that the traditional purchase funnel model is outdated, as consumers conduct research across multiple devices and touchpoints in a non-linear fashion. For hotel bookers specifically, the summary is:
1) The average hotel booker visits 12 travel sites before booking online, with over half of visits occurring in the week and 48 hours before purchase.
2) Most hotel bookers conduct initial research 30 days before booking and visit multiple travel sites during this period, including online travel agencies and supplier sites.
3) While paths vary, flight research and airline site visits are common touchpoints for hotel bookers across different shopping
Green marketing refers to promoting products or services based on their environmental benefits. It reflects growing consumer concern about the impact of consumption on the environment. Manufacturers have recognized environmental concerns as a competitive advantage and have developed green products. For a product to be considered truly green, its production must be compatible with the ecosystem, satisfy consumer needs, and maintain quality despite higher costs compared to regular products. Ecolabeling benefits companies through improved image and sales while increasing consumer awareness of consumption habits. However, green positioning is difficult for latecomers to market and not important for all product types like clothing and entertainment.