2024 Travel Purchase Funnel Study

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The Impact of Travel Advertising on Purchase Behavior

The goal of the Travel Purchase Funnel 2024 study was to identify and highlight the critical role of media platforms in influencing consumers during their purchase decision process.

TVB commissioned GfK to field a study that looked at the influence of over 20 media platforms on travel consumers’ purchase decisions. To qualify, a respondent needed to be 18 years or older, have made, or planned to make a travel purchase, and saw/heard advertising for the category on ANY of 20+ platforms. Exposure to a TV ad was NOT a prerequisite to participate.

The study confirmed the value of TV, as it was the most important influencer throughout all stages of the purchase funnel. The study was fielded July 8, 2024, to July 16, 2024.

For more information, please contact Hadassa Gerber, Chief Research Officer, TVB