Expedia Group’s Path to Purchase research unveils travellers’ content consumption habits, showcasing the growing impact of social media and advertising on travel decisions.
Expedia Group recently released its Path to Purchase research, providing insights into how travellers plan and book their trips. The study highlights the substantial time travellers invest in researching their journeys, along with the increasing influence of social media and advertising on their decisions. The research, conducted in collaboration with Luth Research, from March 24 to April 19, 2023, unveils data on traveller preferences and behaviors throughout their online shopping journey.
The survey included 5,713 participants aged 18 and older from seven markets: Australia, Canada, France, Japan, Mexico, the United Kingdom, and the United States, all of whom had booked online travel within the previous six months. Additionally, a behavioral digital study was conducted using Luth Research’s ZQ Intelligence passive metering technology. Over 70,000 participants aged 18 and older from the same seven markets were analyzed, covering a 12-month period.
A thorough process of travel planning
According to the Path to Purchase research, travellers spend an average of 303 minutes, or over 5 hours, engaging with travel content in the 45 days leading up to booking their trips. This extensive period of research underscores the thought and consideration travellers put into making their travel decisions.
The study further revealed the number of travel website visits and page views that travellers accumulate during their planning phase. On average, travellers view 141 pages of travel content in the 45 days before booking a trip, with the figure soaring to 277 pages for travellers in the United States. Notably, page views are more dispersed during the early stages of planning, gradually increasing in the days immediately preceding the booking, with a peak of 25 page views on the day of purchase.
The role of content in decision-making
The research highlighted the pivotal role played by travel content in guiding travellers’ choices. The findings showed that travellers utilize a diverse range of online resources during their planning process:
- 80% of travellers rely on Online Travel Agencies (OTAs)
- 61% turn to search engines
- 58% use social media for inspiration
- 54% visit airline websites
- 51% explore meta travel websites
Interestingly, the study found that four out of five travellers visit an OTA at some point before finalising their travel purchase, demonstrating that OTAs serve as a significant source of inspiration and planning, even if travellers ultimately book through a different platform.
Seeking destination inspiration
A considerable number of travellers embark on their planning process without a specific destination in mind. Approximately 59% of respondents stated that they were undecided or considered multiple destinations before deciding on their trip. The data indicates that travellers are actively seeking destination inspiration to shape their travel plans.
The role of social media and advertising in influencing travel decisions also came to light. For instance:
- 77% of travellers who use social media in their path to purchase do so for inspiration
- 19% of travellers said that advertising influenced their decision to book a trip, with Mexican travellers leading the way at 40%
- Both vacation rental guests (26%) and hotel guests (22%) showed a higher likelihood of being influenced by advertising
Cheryl Miller, Senior Vice President and Chief Marketing Officer at Expedia for Business, emphasised the significance of understanding travellers’ intricate path to purchase. She stressed the need for brands to appear across various touchpoints, even beyond their owned channels, to effectively reach and engage potential customers.
To access the full report, interested parties can refer to Expedia Group’s official website.
