Explore the Journey

Medium company - France and US - Travel Industry

In the travel industry, French businesses rely more on organic search. Way behind this, social has almost as much influence as referral. On the contrary, in the US, social networks have a huge and important impact, closely social as well as organic paid search, whereas referrals are far behind these ones.

This can be explained by the strong presence of American people on the social networks and the fact they are really connected all the time, compared to French people who tend to inform themselves on other channels and to get influenced by influencers/referrals, rather than people on social networks.

Medium businesses in Beauty & fitness and shopping in France:

In the Beauty & fitness industry, social and referral is definitely the channels that influences the most people in their purchase decision, far away before and organic search and Brand Paid search. In the shopping industry, referral is the biggest influencer followed by organic and generic paid search and then email.

Indeed, the social and referral have a big impact: people want to see first the benefits to the users because it is about their own body, so the decision is very important.

In the shopping industry, it is quite the same as people don't want to buy bad quality items, which is why they rely on referral more than anything else, although organic and generic paid search will influence them as they now more or less what they want to buy from the beginning.

I believe a typical hotel uses 4 touchpoints to convert a looker to a booker: Organic search, social, referral and direct.

3 screens can be used: Laptop, tablet and phone.

I think organic search is very important and then, once the hotel is found by organic search, social and referral as it people are now classifying and judging the quality on a hotel on social media.

Example of Organic search :

Example of Social :