{"id":16547,"date":"2023-07-25T11:00:00","date_gmt":"2023-07-25T11:00:00","guid":{"rendered":"https:\/\/www.expedia.com\/newsroom\/?p=16547"},"modified":"2024-02-15T11:06:55","modified_gmt":"2024-02-15T11:06:55","slug":"eg-path-to-purchase-research","status":"publish","type":"post","link":"https:\/\/www.expedia.com\/newsroom\/eg-path-to-purchase-research\/","title":{"rendered":"Travelers spend over 5 hours researching trips on average &#8211; according to Expedia Group research"},"content":{"rendered":"\n<p class=\"has-text-align-center\"><em><strong>Research from Expedia Group uncovers how and where travelers plan and book travel, revealing the growing role of social media and advertising influence, top online resources, and the new online path to <a>purchase<\/a>.<\/strong><\/em><\/p>\n\n\n\n<p>Expedia Group\u2019s <a href=\"https:\/\/welcome.expediagroup.com\/en\/research-and-insights\/path-to-purchase?utm_source=outreach&amp;utm_medium=pr&amp;utm_campaign=mid_7988&amp;utm_content=na&amp;utm_term=na\">Path to Purchase research<\/a> has revealed the travel content consumption habits of travelers as they seek inspiration and plan their trip, spending <a>303 minutes<\/a> or over 5 hours on average with travel content in the <a>45 days<\/a> prior to booking. The research, conducted by Expedia Group and Luth Research, sheds light on traveler preferences and behaviors throughout the online shopping journey and illustrates where and how they plan and book travel, from the typical number of travel website visits and page views to destination considerations, trip resources, and influences at every stage.<\/p>\n\n\n\n<p><strong>The growing role of travel content in the booking process<\/strong><\/p>\n\n\n\n<p>The research revealed the significant volume of content that travelers consume to inform their decision to travel, as they seek to refine their options in the <a>45 days<\/a> prior to booking a trip online. On average, across the seven countries surveyed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>view 141 pages of travel content in the <a>45 days<\/a> prior to booking a trip, and as high as 277 pages for travelers in the <a>U.S<\/a>., with these page views distributed throughout their path to purchase.<\/li>\n\n\n\n<li>In the <a>early stages<\/a> of planning, research is more spread out (about 2.5 page views per day), while it increases exponentially in the few days prior to a booking, ending with 25 page views on the day of purchase<a>.&nbsp;<\/a><\/li>\n<\/ul>\n\n\n\n<p>It also highlighted the top resources that travelers are using in the <a>45 days<\/a> leading up to purchase:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>(80%), search engines (61%), social media (58%), airline websites (54%), and meta travel websites (51%) are the top five resources used by most travelers.<\/li>\n\n\n\n<li>And four in five travelers visit an <a>OTA<\/a> at some point before making a travel purchase, <a>indicating<\/a> that travelers likely visited an OTA for inspiration, research, or planning purposes, even if <a>travelers<\/a> book on another website.<\/li>\n<\/ul>\n\n\n\n<p><strong>Travelers are looking for destination inspiration<\/strong><\/p>\n\n\n\n<p>Most travelers revealed they were undecided on where they would like to travel to before they start the trip planning process, with:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nearly three in five travelers surveyed said that they did not have a specific destination in <a>mind, or<\/a> considered multiple destinations when they first decided to take a trip (59%).<\/li>\n\n\n\n<li>And more than 80% of travelers from Mexico and 62% of travelers from the <a>U.K<\/a>. were undecided on their destination, <a>indicating<\/a> that these travelers may be even more open to destination inspiration.<\/li>\n<\/ul>\n\n\n\n<p>Significant numbers also said that they are influenced by what they consumed on social media and in advertising.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Of those that use social media in the path to purchase, 77% use it for inspiration.<\/li>\n\n\n\n<li>Nearly one in five (19%) travelers said advertising influenced their decision to book a trip. This number was highest among travelers from Mexico at 40%.<\/li>\n\n\n\n<li>Vacation rental guests (26%) and hotel guests (22%) are also more likely to be influenced by advertising.<\/li>\n<\/ul>\n\n\n\n<p>Cheryl Miller, <a>SVP<\/a> and <a>CMO<\/a>, Expedia for Business, said: \u201cThe traveler path to purchase is often complex, and full of twists and turns. This research highlights just how much thought and consideration travelers put into planning a trip in the weeks leading up to booking, as they <a>seek<\/a> to niche and refine their choices. This means there are many opportunities to connect with travelers before they make their decisions, underlining the importance of partnership, given that it\u2019s essential to show up across multiple touchpoints and beyond your owned brand channels, as <a>frequently<\/a> as possible along this path. By providing actionable insights to help reach, inspire, and engage travelers during their path to purchase, we\u2019re pleased to provide B2B travel partners with the tools <a>required<\/a> to convert their guests and customers.\u201d<\/p>\n\n\n\n<p>Turning insights into action, <a href=\"https:\/\/welcome.expediagroup.com\/en\/research-and-insights\/path-to-purchase?utm_source=outreach&amp;utm_medium=pr&amp;utm_campaign=mid_7988&amp;utm_content=na&amp;utm_term=na\">here<\/a> is the full report.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong><u>Methodology<\/u><\/strong><br>This consumer survey was conducted by <a href=\"https:\/\/luthresearch.com\/\">Luth Research<\/a> March 24-April 19, 2023, among 5,713 participants 18 years and older in seven markets: Australia, Canada, France, Japan, Mexico, and the U.K. and <a>U.S<\/a>. who booked online travel within the last six months.<\/p>\n\n\n\n<p>The behavioral digital study used Luth Research\u2019s ZQ Intelligence passive metering technology and its database of digital behaviors to analyze the travel path to purchase for 70,000+ participants 18 years and older in seven markets: Australia, Canada, France, Japan, Mexico, and the U.K. and U.S. The digital data panel spanned 12 months and evaluated traveler&nbsp;behavior and&nbsp;influences in the 45&nbsp;days leading up to&nbsp;booking a trip, looking across desktop and mobile devices, with limited mobile app visibility. Online visits to relevant travel sites within the past 12 months were <a>identified<\/a>, and the digital data from <a>45 days<\/a> prior to booking was extracted and analyzed.\u200b<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Expedia Group&#8217;s Path to Purchase research sheds light on traveler preferences and behaviors throughout the online shopping journey and illustrates where and how they plan and book travel.<\/p>\n","protected":false},"author":14,"featured_media":16555,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[107,60],"tags":[],"companies":[132],"locations":[51],"class_list":["post-16547","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-corporate","category-featured","companies-expedia-group","locations-seattle","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Travelers spend on average over 5 hours researching trips<\/title>\n<meta name=\"description\" content=\"Expedia Group\u2019s Path to Purchase research has revealed the travel content consumption habits of travelers as they seek inspiration and plan their trip, spending 303 minutes or over 5 hours on average with travel content in the 45 days prior to booking. 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