Online shoppers are increasingly savvy – and willing to spend more online. According to Forrester Research, online shoppers in the U.S. will spend $226 billion online in 2012 – and that number will climb to $327 billion in 2016. Forrester says this continued growth is spurred by consumers’ greater comfort level with purchasing online, as well as broader web shopping capabilities with mobile and tablet devices. Traveler shoppers are no different from average shoppers. They use the internet for research and for purchasing more than ever. Eighty-three per cent of leisure travelers use the internet as part of their travel planning – and 65 per cent begin researching online before they’ve even decided where or how to travel. Travel consumers are also comparison shoppers. They use all sorts of information to help with their decision-making and that information is found on many different websites, across many different platforms and devices . In fact, mobile browsing of travel websites has more than doubled in the past 12 months to an average 20.5 per cent of all traffic surveyed. In order to reach these shoppers with an engaging and motivating story, it’s imperative that hotel marketers ensure their hotels are well represented across the board – on their own websites, on travel websites, and on social media. Not only that, but they have to be accessible across all device types. Hotels that fall behind will miss out on engaging with potential customers, and won’t see the bookings that their more savvy competitors do. Understanding travel shoppers – not just what they’re looking for in a hotel, but also how they shop and how they connect online - is a key step in learning how to deliver the best possible online experience to prospects. Download the whitepaper at VFM Leonardo (free registration)