Eliminating friction in travel path to purchase

Eliminating friction in travel path to purchase

The report aims at understanding friction faced by consumers in the travel purchase journey and how mobile could help marketers reduce this friction


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Facebook, in association with KPMG in India, intends publishing multiple industry research reports that aim to define, understand and mitigate friction in purchase journeys to unlock new avenues for business growth. The report, fourth in the series, focusses on understanding Indian consumer’s path to purchase for travel sector (inclusive of airline ticket purchase and hotel bookings), media engagement across the journey, reasons for abandoning purchase, role of media in causing friction, understanding what marketers can do to reduce this friction and increase sales opportunity at reduced cost per acquisition.

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