The decision-making process behind a travel purchase must be among the longest and most complex of all consumer choices, potentially taking years and countless sources of inspiration before travellers commit to a destination, choose a provider and make a booking. Understanding the customer journey to purchase and how it translates into the marketing funnel is essential to effective content strategy. We need to know where our prospects originate, which channels bring them into first contact with the brand and how they interact with our content and each channel over time until converting into a sale. These are idealised concepts – each customer experience is unique and the funnel differs from brand to brand according to the product and the nature of the particular audience. But thanks to some number crunching and an interactive tool from Think With Google, Google’s consumer insights division, we can identify some macro trends across the travel industry and explore what they mean for wider content strategy. Get the full story at i&i Travel Media