Theory: According to research published by Google based on large scale consumer analysis, customers in the travel niche take 24 days to convert and make as many as 22 visits to your website during this time. This is because travel packages can be expensive and people try to make their decision thoughtfully, after exploring all their options for travel and stay.

70% of your audience uses search at some point in their research journey. Search terms include both branded keywords and generic terms. Online marketing allows you to tap into this user behavior and maximize conversions by providing information when the user needs it, following your user on social media, and other online channels. You can reinforce your brand with repeated exposure with the audience.

Analysis: The path to purchase for travel packages is lengthy and requires a lot of deliberation from the audience. We hypothesized that retargeting would be an effective way to stay connected with potential holiday-goers during the time they are performing their crucial pre-holiday research. The more time we knew exactly what the audience wanted and brought them back to our travels website, the more likely they were to go with us for their trip. We captured the whole spectrum of TV, radio and press campaign audience that was directed to the Eurodisney campaign page and created the perfect retargeting audience. By creating content pieces that solve most of the questions people have about Eurodisney packages, we were able to convert a huge percentage of people within the 4-week retarget period after their first visit.