New Study from Expedia Media Solutions and comScore Reveals Extensive Planning and Booking Journey for American, British and Canadian Travelers during the 45-Day Path to Purchase
BELLEVUE, Wash., November 16, 2016 — A new study conducted by comScore and commissioned by Expedia® Media Solutions, the advertising sales division of Expedia, Inc., explores how the interaction between travel booking websites and other influential online and offline touchpoints can impact the purchase journey for American, British and Canadian travelers.
The 2016 Traveler’s Path to Purchase study examines the 45-day period leading up to online travel booking, including desktop and mobile device usage, content consumption, resources utilized, destinations considered and the role of digital advertising in the decision-making process, as well as behavioral comparisons across the three countries. The research shows that consumption of digital travel content is on the rise with a growth rate of 44 percent in the U.K., 41 percent in the U.S. and 18 percent in Canada. Travel content is also widely consumed in each country by 75 percent of digital users in the U.K., 70 percent in Canada and 60 percent in the U.S.
While the growth rate, number of users and time spent on digital travel content varies by country, the study found that travelers in the three countries share some behavioral similarities when it comes to travel planning. During the research and booking process, digital users are actively seeking travel content and are receptive to new information; nearly one third or more of online travel bookers across the three countries were influenced by advertising.
In the U.S. and the U.K., significantly more people engage with travel content on mobile devices than on desktops, making mobile the platform with the largest digital reach across the travel category
Travel is a considered and time-consuming purchase, leading travel bookers to make hundreds of visits to travel sites in the weeks leading up to a purchase, and on average, weekly travel site visits increased leading up to booking
Destination decisions are influenced by multiple factors, and more than 50 percent of British and Canadian online travel bookers started the research process with multiple destinations in mind
The travel advertising marketplace is crowded, but there is ample opportunity to influence decisions, particularly during the inspiration and research phases
“Despite broad variances in the number of American, British and Canadian digital users, the time they spend consuming online travel content, and the devices they use to access information, the key influences and resources utilized throughout the booking path were often consistent across the three countries,” said Matthew Reichek, Vice President of Product & Analytics at Expedia Media Solutions. “These insights, coupled with the finding that nearly one third or more of online travel bookers were influenced by advertising, reveals powerful opportunities for marketers to efficiently reach travelers from multiple markets during the path to purchase.”
To view the full study please visit: http://bit.ly/travelers-path-to-purchase
About Expedia Media Solutions
Formed in 2007, Expedia Media Solutions is dedicated to building online and offline media partnerships for travel and non-travel brand advertisers and to enable them to leverage the unique media value of Expedia’s network of leading travel brands and global points of sale. Expedia Media Solutions is a division of Expedia, Inc. For more information, visit www.advertising.expedia.com.
About Expedia, Inc.
Expedia, Inc. (NASDAQ: EXPE) is the world’s largest online travel company, with an extensive brand portfolio that includes leading online travel brands, such as:
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