PORTRAIT OF A CONTEMPORARY RUSSIAN EXPLORER

When it comes to selecting an air ticket, the ultimate choice of a buyer is shaped by a diverse array of factors, spanning from affordability to the availability of a user-friendly mobile app for accessing flight information. Through a comprehensive study conducted by Google analysts in collaboration with Kantar TNS, valuable insights have been gathered regarding the priorities of Russian travelers when it comes to choosing air tickets. The study delves into the time required for decision-making in purchasing tickets, while also shedding light on the most sought-after vacation destinations among Russian travelers.

Comparison: Booking Online vs. Offline

Presently, a substantial majority of respondents (68%) opt for purchasing air tickets online. Comparatively, those who favor offline channels make up less than half of that number. Intriguingly, the prevalence of online booking in Russia is nearly on par with the United States, where the rate stands at 77%.

The study revealed that throughout the entire decision-making process, encompassing destination selection, ticket booking, and obtaining flight information, travelers heavily rely on digital tools.

To learn more about utilizing various digital tools throughout every stage of the customer journey, we invite you to delve into our article titled “Travel Digital Marketing: Best Online Advertising Tools in Russia for the Tourism Industry.”

The convenience and familiarity of online flight experiences greatly influence the likelihood of travelers opting for the complete online purchase process. Among those who traveled within the country, a significant 43% exclusively relied on digital resources, while 28% utilized both online and offline tools. Digital-savvy travelers tend to make faster decisions, with 31% of them choosing to buy a ticket within just a few hours.

When it comes to ticket purchases, modern travelers predominantly use personal computers or laptops, as indicated by 60% of the respondents. Despite the popularity of online booking, a mere 8% make use of smartphones for this purpose. Mobile applications, however, enjoy popularity among young travelers, suggesting a potential increase in bookings made via smart devices.

According to the study’s statistics, the majority of contemporary Russian tourists prefer vacationing as couples (53%). Nonetheless, there is also a significant proportion of solo travelers, comprising 28%. Traveling in larger groups of more than four people is not common in Russia, with only 8% expressing willingness to embark on such journeys.

Deciding to Purchase Air Tickets: An Overview

The majority of travelers make their decisions quickly when it comes to booking air tickets. More than half of the respondents (51%) finalize their plans within a few days, while a quarter make their decision within a few weeks. Surprisingly, 15% of travelers waste no time and book their tickets within a few hours of finding a suitable flight. The practice of planning ticket purchases several months in advance is dwindling, with only 8% of Russian travelers considering it.

Similar to global trends, the price of tickets remains the most critical factor in selecting an airline service in Russia. A significant majority of respondents (70%) prioritize this factor. However, positive experiences during the booking process and the flight itself also play a significant role in service selection, contributing greatly to customer loyalty towards an airline.

Among all respondents, 30% are members of loyalty programs. Notably, the majority of them do not hold golden or silver status; instead, they accumulate miles that can later be redeemed for flights.

Duration of Holidays and Travel Destinations for Russian Tourists

There is a high demand among Russian tourists for European destinations, as indicated by the survey results. Out of the respondents, 40% specifically choose to go on vacation in Europe, while 31% opt for domestic flights.

When it comes to the duration of vacations, a significant portion of Russian tourists (38%) prefer a two-week holiday. Additionally, 36% of respondents also favor a one-week vacation period.

Factors Considered When Choosing an Airline

The process of purchasing an air ticket varies for each traveler, and there is no standardized scenario. Numerous factors come into play, such as conducting searches, selecting a destination and airline, comparing ticket prices, and choosing a specific flight. Interestingly, more than one third of travelers experience a change of heart during the purchase process. Among them, 56% ultimately book tickets with the airline they initially considered, while 39% opt for different offers in the end.

Even travelers who initially have a particular carrier in mind often explore offers from various companies. As a matter of principle, 32% of travelers purchase tickets exclusively from one airline, without showing interest in other offers.

When it comes to choosing an airline, 72% of travelers rely on their personal experience, while only 2% consider advertising as a deciding factor. Word-of-mouth marketing has limited influence, with only 9% making decisions based on others’ opinions. Around 10% of travelers use online search prior to purchase to help them select a suitable carrier.

Customer loyalty plays a significant role in the decision-making process. Factors that influence loyalty include attractive pricing, positive booking and flight experiences, and the range of destinations offered by the airline.

Loyalty program members typically do not hold any specific status and primarily utilize their membership to accumulate points. Customer loyalty does not preclude curiosity, as these members still compare prices and explore offers from different airlines. Nevertheless, 43% of individuals who actively accumulate points prioritize their preferred airline right from the start.

Key Findings:

• Online search plays a vital role in the travel purchasing process, particularly during the planning stage.
• YouTube is a significant platform for trip planning, with a majority of travelers utilizing it for gathering information about their upcoming trips.
• Approximately 20% of travelers complete the entire process of purchasing air tickets digitally.
• While smartphones are commonly used for travel planning, over half of air tickets are purchased using PCs or laptops. However, offline booking still holds relevance.
• Even loyal customers to a specific airline often consider offers from other brands.
• To delve deeper into understanding Russian tourists, you can download “The Russian Tourism Market Report: Trends, Analysis & Statistics” or reach out to Quarter Billion Agency Travel experts for assistance in attracting more Russian tourists.

Source: thinkwithgoogle.ru