VRMA Administrator
Expedia Group has released a new report, The Path to Purchase: Uncovering How Travelers Plan and Book Online, which shows travelers preferences and influences throughout their online shopping journey. The report highlights, among other things, that travelers view 141 pages of travel content on average and consume over five hours of travel content in the 45 days prior to booking a trip. Before making a travel purchase, 80 percent of travelers visit an online travel agency site. The report also revealed that nearly 60 percent of travelers were not set on a specific destination when they first decided to take a trip. It also showed that travel advertising influenced 19 percent of travelers' decisions to book. The report was based on a digital study of 70,000 panelists and a custom survey of over 5,700 respondents in Australia, Canada, France, Japan, Mexico, the United Kingdom, and the United States.
Expedia Group (07/24/23)
