Season planning
The audience of each brand by month across three years, with the cohort that appears only in the high season.
Industries · Travel & mobility
Travel: who shops where, season by season
Travel demand is seasonal, cross-brand and increasingly in apps. Omnimetra measures OTAs, airlines, hotels, rail and mobility apps per country on one panel: who shops across three brands, who books direct, and which partners already reach your travellers.
The industry's question
Which brands do our travellers compare before they book — and where did they go this season?
What we measure
- Share of audience per OTA, airline, hotel chain and mobility app by country
- Cross-brand shopping: overlap of any set of travel brands
- Seasonality over 36 months with event cohorts (holidays, disruptions)
- Direct vs metasearch vs OTA audiences for the same supplier
- Switching flows between brands year over year
- Overlap with payment, fintech and media audiences for partnerships
KPIs
- share of audience
- cross-brand shopping rate
- seasonal cohort size
- direct vs OTA overlap
- switching flows
- partner lift
Three scenarios
Direct vs OTA
The share of an airline's audience that also used two OTAs this month, and which placements reach the direct bookers.
Partnership
Which fintech, telecom and media brands over-index among your travellers, for bundles and co-marketing.
Example: a hotel chain and two OTAs
62 % of the chain's audience also used at least one OTA; the direct-only segment over-indexes on a loyalty-programme app. The media plan shifts to that app and to the OTA with the lowest overlap.
Illustration of the shape of an answer; real values come with the passport on your market.
Compliance and limits
Aggregates only; no itineraries or individual trips. Activation only through partner clean rooms where lawful.
Omnimetra
See your travellers across brands
30 minutes on real data for your country and category.