The new online path to purchase in travel
Expedia Group and Luth Research conducted a study that casts light on traveler preferences and behaviors throughout the online shopping journey
The research demonstrates how much thought and consideration travelers devote to trip planning in the weeks preceding booking, as they seek to niche and refine their options.
Key takeaways
- In the 45 days prior to scheduling a trip, the average traveler views 141 pages of travel content.
- 80 percent of consumers use OTAs to book journeys, 61 percent use search engines, 58 percent use social media, 54 percent use airline websites, and 51 percent use meta travel websites.
- Significant numbers of respondents also indicated that they are influenced by the content they ingest on social media, with 77% stating that they use social media as a source of inspiration.
Download the report at Expedia Group