Case Study: Enriching Captify’s Travel Insights
Gener8’s Consumer Browsing dataset powered a bespoke travel-centric Survey and helped Captify better understand the behaviours of UK holidaymakers
In today’s dynamic travel industry, understanding consumer behaviour shifts is crucial for creating targeted and effective marketing strategies. Captify, the largest holder of onsite search data outside the walled gardens, partnered with Gener8 to enhance its vertical research for the travel sector. Gener8’s unique multi-source dataset combined with its validated surveys capability provided the deep consumer behaviour insights necessary to uncover holidaymaker trends and address evolving traveler preferences.
This case study explores how the collaboration between Gener8 and Captify enhanced the 2024 Travel Spotlight report.
The Challenge
Travel brands are increasingly seeking data-driven strategies to stay competitive. With the resurgence of international travel post-pandemic and shifts in consumer behaviour, there was a pressing need to understand:
- Evolving traveller preferences across demographics
- Behavioural shifts in the research-to-booking journey
- Emerging trends like the impact of anti-tourism and cost-of-living concerns on destination choices
Captify aimed to address these challenges by combining its extensive Search Intelligence with robust consumer behavioural insights from Gener8 and Forward (the media and marketing division of lastminute.com), to craft a comprehensive travel industry spotlight.
Gener8’s Research Contribution
Gener8’s multi-source dataset, connected together through one user ID, complemented Captify’s search-driven insights.
Key elements included:
- Validated Behaviour Respondent Screening: Captify leveraged Gener8’s Consumer Browsing dataset to identify those who have made summer and winter-related holiday web journeys over the past 12 months. Pre-screened respondents reduced survey bias, providing more authentic and nuanced insights into consumer motivations, preferences, and purchase timelines.
- Bespoke Survey Integration: A travel-centric survey was sent to the validated web travel behaviour cohort, collecting answers from 758 respondents. These answers revealed key travel preference trends, including booking factor considerations and booking windows.
The integration of Gener8’s multi-source datasets with Captify’s Search Intelligence represents a significant advancement in the accuracy of travel market research. Together, they provided unparalleled insights into the motivations and behaviours driving consumer decisions in the travel sector.
"Combining Gener8's data and survey capabilities with our Search Intelligence and network partner data, we were able to gain a more innovative and comprehensive understanding of audience motivations and the end-to-end purchase journey, whilst mitigating the usual risks of survey and incentivisation bias."
Sam Coates, Head of Insight, Captify
How can I access this data?
We utilised Gener8's Demographics and Consumer Browsing datasets, alongside a bespoke travel-centric Survey, to help Captify uncover deep insights into UK’s travel behaviours.
Gener8 Labs’ complete data and insights solution empowers media and marketing businesses to find actionable consumer and market insights, using our unique, consented, first party panel data sets that are all connected around one user ID.
Discover how you can power your decisions and gain a competitive edge from our behavioural truth set by contacting us today!
