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1、TMTMThe Path To PurchaseUncovering how travelers plan and book online Overview 05Travel content consumption 08The traveler purchase journey12Inspiration 18Research 24Planning 28Booking 32Turning insights into action 38Methodology&about Expedia Group424 Expedia Group|Path to PurchaseUncovering how tr
2、avelers plan and book online 5 it broadens horizons,bridges divides,and opens the world.At Expedia Group,we power global travel for everyone,everywhere.This starts with a deep understanding of travelers across the globe.To do that,we draw from our wealth of trip search and booking data,encompassing
3、the 6.5 million visitors on average to our traveler apps and experiences each day and the custom research we conduct every year.Across the travel industry,one of the most requested research topics is the travelerpath to purchase.The digital landscape and travel industry are increasingly fragmented,o
4、nline content consumption continues to rise,and the touchpoints for traveler influence and engagement seem endless.The way people are inspired to travel,research,and book trips has changed in recent years,along with the content that influences their travel decisions.Travel industry professionals lik
5、e yourself want to know:What inspires travelers to take a trip?How much time are travelers spending with online travel content,and what is influencing traveler decisions?What,where,and how do we need to show up to have the most impact?To explore these questions and uncover the myriad opportunities i
6、n the traveler path to purchase,we partnered with Luth Research to conduct a digital study and consumer survey in seven countries around the world:Australia,Canada,France,Japan,Mexico,and the U.K.and U.S.The aggregated research findings reveal traveler preferences and behaviors throughout the online
7、 shopping journey and illustrate where and how they plan and book travel.From typical travel website visits and page views to destination considerations,resources,and influences at every stage,this research provides actionable insights to help you reach,inspire,engage,and convert travelers during th
8、eir path to purchase.Travel is a force for good6 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 7United StatesFranceUnited KingdomCanadaMexicoThe path to purchase study includes:Online travel resource categories(web and app)in the survey and digital studyDigital DataLuth
9、 digital data tracked andevaluated traveler behavior in the45 days before a trip booking 70,000+digital data panel Based on those who booked travel in the last 12 monthsSurvey DataLuth issued a survey asking aboutmotivations and influences drivinga recent trip 5,713 survey respondents Based on those
10、 who booked travel in the past six monthsAustraliaJapan Airline(e.g.,Delta,Lufthansa)Car(e.g.,Avis,Hertz)Destination website or DMO(e.g.,Tourism Panama,Visit California)Financial services(e.g.,Affirm,MasterCard,PayPal)Hotel(e.g.,Accor,Marriott,Hilton)Meta travel websites(e.g.,Google Flights,Kayak,Tr
11、ipadvisor)Online travel agency or OTA(e.g.,Costco Travel,Expedia,H)Search engines(e.g.,Bing,Google)Social media(e.g.,Instagram,TikTok)Train/rail(e.g.,Amtrak)Travel media(e.g.,Travel+Leisure)Vacation rentals(e.g.,Airbnb,Vrbo,Vacasa)Note:In the digital study,vacation rentals areincluded in the OTA res
12、ource category.In theconsumer survey,OTAs and vacation rentals are separate resource categories.8 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 9Travel Content ConsumptionThe typical consumer spends hours online each day working,shopping,scrolling through social media,a
13、nd more.But how much time is actually spent with travel content before a purchase?And what resources are used while planning a trip?To better understand travelers complex online behavior leading up to a travel purchase,insights from the digital data panel provided a quantitative view ofhow much and
14、what type of content travelers interact with throughout the booking journey.On average across the seven countries,travelers view 141 pages of travel content in the 45 days prior to booking a trip and as high as 277 pages for travelers in the U.S.These page views are distributed throughout their path
15、 to purchase.When looking at the aggregate,in the early stages of planning,research is more spread out and inconsistent,with approximatelyDigital landscapeOn average,travelers view 141 pages of travel content in the 45 daysprior to booking a tripAverage number of page views per day4535252
16、050Days prior to purchasePage ViewsAs travelers near their purchase date,page views increase.There are an average of 9 page views on the day leading up to purchase,and an average of 25 page views on the day of purchase.2.5 page views per day.As travelers near their purchase date,page views increase
17、slightly and then increase exponentially in the few days prior to a booking,ending with 25 page views on the day of purchase.The page views span content acrossvarious website categories with onlinetravel agencies(OTAs)accounting fornearly half of these page views(67 pages),followed by airline websit
18、es(33 pages),hotel websites(16 pages),and meta travel websites(16 pages).Looking at the percentage of travelers that use each resource or website category in the 45 days leading up to their purchase,OTAs,search engines,social media,airline websites,and meta travel websites are used by most travelers
19、.Furthermore,four in five travelers visit an OTA at some point before making a travel purchase,indicating that even if travelers ultimately book on another website,they likely visited an OTA for inspiration,research,or planning purposes.Travelers spend an extensive amount of time with travel content
20、 during the 45 days prior to booking 303 minutes on average,or just over 5 hours.To put that in context,this is longer than the average time it takes to run a marathon or about the time it takes to fly direct from Toronto to Mexico City.Like page views,the amount of time spent with travel content di
21、ffers by country and travel 10 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 11purchase type.Travelers in the U.S.spend a whopping 524 minutes with travel content,or 8 hours and 44 minutes.Vacation rental guests spend 511 minutes,or 8 hours and 31 minutes,with travel co
22、ntent,significantly longer than the average travel booker.We then went deeper into the time spent with each online resource or website category and specifically those travelers who used each resource.On average,travelers spent 160 minutes consuming On average,travelersconsume 303 minutes of travel c
23、ontent in the 45 days prior to booking a tripTime spent with resources used on the path to purchaseOf travelers that used the resource,they spent the longest amount of time with OTAs,airline websites,and meta travel websites.OTA160 min.Car rental site55 min.Travel media23 min.Destination site17 min.
24、Airline site128 min.Meta travel site119 min.Hotel site95 min.Resources used leading up to a travel purchaseOTASearch engineSocial mediaAirline siteMeta travel siteHotel siteDestination siteCar rentalTravel mediaFinancial services80%61%58%54%51%36%12%11%10%8%Looking at the percentage of travelers tha
25、t use each resource in the 45 days leading up to their purchase,OTAs are used by most travelers.travel content on OTAs,128 minutes on airline websites,and 120 minutes on meta travel websites.While the time spent on hotel and car rental websites was lower overall,those that did use these resources sp
26、ent upwardsof 90 minutes on hotel websites and nearly60 minutes on car rental websites.Across all travel website categories,the total amount of time travelers spent with content on desktop was considerably higher than on mobile web(the digital data panel included limited mobile app visibility).This
27、was also true for individual sessions(or visits),as on average,mobile web sessions lasted about half the time of desktop sessions.This indicates that travelers are doing more of their intensive research on desktop,or that those using mobile web are finding the information they need and making decisi
28、ons quickly or spending time with mobile apps.12 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 13The traveler purchase journeyKnowing that the travel shopping journey is complex and multifaceted,we surveyed travelers to more deeply understand key touchpoints,influences,
29、resources,and behaviors throughout various stages of the travel booking path:inspiration,research,planning,and booking.Through the survey,which asked respon-dents about a recently booked trip,we found that the average path to purchase or trip consideration window when a travel-er started thinking ab
30、out a trip to booking is 71 days,with 33 days in the inspiration phase and 38 days in the research and planning phase.The post-purchase window the time between booking and taking the trip is 73 days on average.The path to purchase length and post-pur-chase window varies by country and travel type.In
31、 Japan,the path to purchase is only 45 days,and travelers are booking much closer to their trip date.This is likely because BookingWhen travelers first start thinking about a tripEarly in the process,when travelers are browsing and narrowing optionsRight before booking,when travelers are considering
32、 final optionsThe time between booking and taking the tripFinal step,when travelersmake a purchaseTravel purchase journey lengthThe average trip consideration window when a traveler started thinking about a trip to booking is 71 days(33 in inspiration,38 in research and planning).The post-purchase w
33、indow the time between booking and taking the trip is 73 days on average.Research PlanningInspirationPost purchaseJapanese travelers are taking much shorter trips that take less time to plan.Business travel-ers also have a condensed purchase path with 52 days in inspiration and planning phases and 4
34、3 days between booking and trip start.On the other hand,international travelers have a longer path to purchase of 85 days compared to 61 days for domestic trips,and a longer post-purchase window 94 days for international trips compared to 60 days for domestic trips.Vacation rental guests also have a
35、 long inspiration and planning window(83 days)and they book their accommodations over three months before trip start.38 days33 days73 days With an average path to purchase more than two months long,travel brands have a significant runway to influence traveler booking decisions.But travelers are usin
36、g many different resources throughout the path,making it imperative to show up beyond your brands owned channels.14 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 15Resources used throughout the travelpath to purchase To better understand engagement opportunities through
37、out the shopping path and to look beyond the digital panel data,we asked travelers how they use various resources when planning and booking trips.The survey revealed that social media along with other resources like destination websites,A dynamic and complex path to purchase Travelers use a variety
38、of resources throughout the path to purchase,but turn to different resources for different phases of the journey.search engines,meta travel websites,and OTAs are used the most for inspiration.As travelers go through the early research phases and begin to compare options,search engines and meta trave
39、l websites jump to the top,followed by destination websites,OTAs,and vacation rental 80%40%60%20%0%InspirationResearchPlanningBookingSearch engineMeta travel siteOTAAirline site/appHotel site/appVacation rental site/appCar rental site/appRail site/appDestination siteSocial mediaWith an average path
40、to purchase more than two months long,travel brands have a significant runway to influence traveler booking decisions websites or apps.Once travelers start to narrow their options,resource use slowly declines across all categories.Travelers then turn to trusted resources including OTAs and travel pr
41、oviders including airline,car,hotel,rail,and vacation rental websites and apps to book travel.16 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 17Initial trip inspiration18 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 19InspirationThe initi
42、al spark of inspiration is the first opportunity to influence traveler decisions a critical 33-day period,according to the survey data.And trip inspiration can come from anywhere,so how can destinations and travel providers ensure that they break through and remain top of mind for travelers at this
43、stage?The survey revealed that the largest source of inspiration in the initial phase is family,with 37%of travelers inspired to plan a trip after a conversation with a family member.Even with outside influences,the trip destination is often undecided during the inspiration stage.Before selecting wh
44、ere to go on their trip,59%of travelers did When travelers first start thinkingabout a trip 37%24%24%21%17%Conversation with family memberRoutine trip or holiday breakSpecific event or celebrationAdvertising,social media,or other contentConversation with a co-worker or friendnot have a specific dest
45、ination in mind or considered multiple destinations.More than 80%of travelers from Mexico and 62%of travelers from the U.K.were undecided on their destination,indicating that these travelers may be even more open to destination inspiration.Of the 13%of travelers who considered more than one destinat
46、ion,they considered three different destinations,on average.The destination indecisiveness among most travelers illustrates opportunities for destinations,as well as travel brands,to inspire and influence travelers early in the booking path,particularly given the path to purchase is more than two mo
47、nths long and nearly three months long for international trips.Nearly 3 in 5 travelers did not have a specific destination in mind or considered multiple destinations when theyfirst decided to take a trip Resource use during the inspiration phase Social mediaOnline travel blog/review siteDestination
48、 siteSearch engineMeta travel siteOTAVacation rental site/app77%49%45%41%36%35%28%Throughout this early phase,travelers use and draw inspiration from multiple resources,online and offline.A multi-channel strategy is important to stay top of mind and help influence traveler decisions from the beginni
49、ng.Resources used for trip inspirationThroughout this early phase,travelers use and draw inspiration from multiple resources.Of those that use social media in theirpath to purchase,three-fourths use itfor inspiration.Across online travel resources,destination websites are thetop inspiration resource
50、,followed by meta travel websites and OTAs,among thosethat are turning to these resources during the path to purchase.20 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 21 When promoting your destination,property,or offering,consider combining inspirational social content
51、 with discounted rates or promotional deals to make it even more compelling,or use influencers to offer promo links and codes that further sweeten the deal for travelers.Furthermore,leveraging user-generated content in social campaigns may resonate with travelers seeking authentic,trustworthy inform
52、ation from other travelers.How travelers use social media in the path to purchaseDestination inspirationLodging recommendations&inspirationContent from friends/familyContent from influencers/celebritiesAsked for feedback from friends/familyLooked for trip dealsUsed links/codes from influencersRead a
53、rticles/blogsShared ideas with trip companions65%49%41%40%35%27%18%15%14%Travelers using social media prior to booking a trip are using it for inspiration and recommendations,as well as viewing content from both friends and family and influencers.Travelers using social media prior to booking a trip
54、are using it for inspiration and recommendations,and Instagram,Facebook,and YouTube are the top three social media platforms used throughout the planning process.Travelers want real examples of other peoples experiences as well as their reviews or feedback on a specific hotel,activity,or destination
55、,and social media is an effective platform for sharing and consuming those The role of social media authentic stories.They turn to social media to look for destination inspiration,lodging recommendations,and inspiration,and to view travel content,look for trip deals,and more.Travel advertising can a
56、lso be extremely influential,especially at the start of thetravel shopping journey.On average,nearly one in five(19%)travelers said advertising influenced their decision tobook a trip.This number was highest among travelers from Mexico at 40%.Vacation rental guests(26%)and hotel guests(22%)are also
57、more likely than average to be influenced by advertising.Among those,more than two-thirds(67%)of travelers recall noticing an influential ad during the inspiration phase,one-third(39%)during the middle of the shopping journey,and 7%late in the process,shortly before booking.Travelers from the U.S.ar
58、e particularly likely to notice influential ads during the inspiration phase(81%),while those in the U.K.are more likely to notice ads during the consideration and planning phase(47%).Advertising impact and influence Influential aspects of advertising52%46%41%Beautiful imagesPromotions or ideasConte
59、nt highlighting interesting experiences To appeal to travelers wallets and their wanderlust in the inspiration phase as well as throughout the path to purchase,travel advertisers should consider showing breathtaking locations and interesting experiences with compelling deals and clear calls to actio
60、n to drive travelers further into the funnel.22 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 2324 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 25ResearchAfter the inspiration phase,on average,travelers spend 38 days researching and planni
61、ng their trip.Throughout the research phase,travelers are actively looking at various options,gathering information,and narrowing their choices,using even more resources than during the inspiration phase.Looking at the top five resources for travel research,among those using the resources,nearly thr
62、ee-fourths of travelers used search engines,meta travel websites and social Early in the process,when travelers are browsing and narrowing options Online resources used for trip researchAs travelers gather information,shop around andcompare options,the use of varied resources spikes,anddiffers by re
63、gion.25%0%Australia|JapanFrance|United KingdomCanada|Mexico|United StatesSearch engineSocial mediaMeta travel siteDestination site75%50%media,followed by destination websitesand OTAs.As travelers shop around and compare options,vacation rental,hotel,and transportation websites or apps,suchas car ren
64、tal,rail,and airline are also utilized for research.To better understand how OTAs and travel websites are used during the path to purchase,we asked travelers about their cross shopping and research behaviors.After visiting a hotel or airline website or app,about a quarter(24%)Vacation rental site/ap
65、pHotel site/appCar rental site/appRail site/appAirline site/appOTAAfter visiting an OTA,most travelers visited another travel website,such as an airline,hotel,or meta travel website of travelers are most likely to visitan OTA next.And,after visiting anOTA,most travelers(89%)visit another travel webs
66、ite,such as an airline,hotel,or meta travel website.26 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 27OTAs are used for cross shopping regardless of where purchase is madeThe digital data shows that most travelers use OTAs in the path to purchase,regardless of where th
67、ey book.%visiting an OTA before any travel purchase80%visiting an OTA before purchase on hotel site61%visiting an OTA before purchase on airline site52%visiting an OTA before purchase on car rental site58%The digital data shows that most travelers use OTAs for research,regardless of where they book.
68、When looking at those who booked on a hotel website or app,nearly two-thirds(61%)visited an OTA during their journey.Similarly,more than half(52%)of customers who booked on an air website and 58%of customers who booked on a car rental website visited an OTA.Its clear that travelers use OTAs to compa
69、re options and availability.For example,if they are considering a specific hotel in Tokyo but want to compare accommodations in the area,including rates,availability,and amenities,visiting an OTA is an efficient way to find the best option and price for their travel needs.This speaks to the importan
70、ce of having a brand presence not just on your owned websites,but across other channels and platforms like OTAs and ensuring your rates and inventory are accurate everywhere to stay top of mind with travelers.28 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 29PlanningAt
71、 the end of the consideration window and prior to booking,travelers move into the planning phase.During this key period,they are mapping out trip details and considering their final options from those identified during the research phase.Among travelers using the resources,OTAs become the top online
72、 resource for travel planning,with meta travel websites close behind.Travelers also use car,hotel,and rail websites or apps,as well as vacation rental websites or apps,and social media.This Right before booking,when travelersare considering final options Meta travel siteVacation rental site/appHotel
73、 site/appCar rental site/appOTAillustrates how travelers are using these online resources to help further narrow their options and lock in key details like location,price,travel dates,and activities.Online resources used for trip planningAmong travelers using the resources,OTAs are the top online re
74、source for travel planning,with meta travel websites close behind.Australia|JapanFrance|United KingdomCanada|Mexico|United States25%0%75%50%Beyond researching various aspects of their trip,travelers are also considering where and how to book their trip during the planning phase.This could include ac
75、cess to various payment options such as financing or What travelers look for when choosing where to plan and book Search engineSocial mediaRail site/appAirline site/appdigital wallets,redeeming loyalty points,availability of travel packages,and even ratings and reviews.Nearly half(49%)of travelers s
76、aid getting the best price is an important factor when deciding where to shop and book their trip(57%in Australia and Canada).Nearly one-third(31%)consider their positive previous experience with a travel brand(37%in the U.S.),and 28%look for travel brands that offer flexible cancellation policies o
77、r refundable rates.Destination site30 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 3125%50%Best prices on travelAirHotelVacation rentalPackageImportant factors in choosing a travel brand to plan and bookAcross all purchase types,the most important factors include best
78、prices on travel and an easy to use website.However,other important factors differ slightly when looking at the type of travel purchase.0%The most important factors differ slightly when looking at the type of purchase.A positive previous experience and travel ratings and reviews are more importantto
79、 vacation rental guests,while flight shoppers are more concerned withfinding competitive prices.For travel suppliers,this is an opportunity to highlight features,flexibility,and transparency in your messaging and content across the shopping journey.Easy to use websiteNo hidden feesPositive previous
80、experiencePayment optionsTravel ratings&reviewsPersonal data is secureTrustprovider will deliverEasy to use mobile appFlexiblecancellation32 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 33BookingWhen asked about their most recent trip,more than half(51%)of travelers bo
81、oked on an OTA(69%in Japan),37%booked on an airline website or app,and 23%booked on a hotel website or app.Its important to note that some travelers booked multiple trip elements across multiple travel websites.The potential for booking across different websites or resources further emphasizes the i
82、mportance of your brand showing up beyond your owned channels.Final step,when travelers makea purchase 51%37%23%13%OTAAirline site/appHotel site/appVacation rental site/appWhere travelers made a travelpurchase for their most recent tripNearly four in five travelers(78%)had prior booking experience w
83、ith the website they booked on,indicating that familiarity is a key booking consideration.More than three-quarters(76%)of travelers who booked their trip on an OTA had previously booked travel through an OTA.Of those who booked multiple trip components,43%booked their flight first as many as 55%in A
84、ustralia and 53%in Mexico while 27%booked a hotel first.Among Japanese travelers who booked multiple trip elements,52%booked theirhotel first.Digging into booking devices,59%of travelers used a computer to book an element of their trip,making it the most popular device for booking.Travelers from Can
85、ada and the U.S.The role of loyalty in travel shopping decisions continues to evolve but remains an important factor in booking decisions.Among travelers who are members of a travel rewards program,79%feel its important to book with a Loyalty considerations Despite the popularity of desktop booking,
86、maintaining a mobile presence and delivering a seamless mobile experience remains important,especially for hotel guests.For hotel and airline providers,strategic partnerships and promotions with other travel providers can help attract incremental travelers.(69%)are more likely than travelers from ot
87、her countries to book using a computer.Nearly one-third(32%)of travelers booked on a mobile device using a website and 23%booked using a mobile app,with travelers from Mexico being the most likely to book using a mobile device(39%on mobile web,36%via mobile app).Among hotel guests,more than one-thir
88、d(34%)booked their trip via mobile web and 25%booked via a mobile app.34 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 358 in 10 travel rewards program members feel its important to book with a brand where theyre a loyalty member brand where theyre a loyalty member and
89、earn perks like points for future bookings.Of those 79%,17%said its extremely important.Loyalty member travelers are less price conscious and may prioritize brand preference over price.Nearly three in five travelers(58%)said they would be willing to Travel rewards membership considerationsLoyalty me
90、mbers find it important to book with their memberships and are often willing to pay more to prioritize brand preference.Importance of booking with membershipWillingness to pay more to book with membership5%6%17%12%16%36%46%30%33%Not at allNot sureExtremelyYes,even if significantly moreSlightlyNoYes,
91、only slightly moreModeratelyVerypay more to book with a brand wherethey are a loyalty member,and thisnumber climbs for travelers booking vacation rentals(65%)and flights(63%).However,their willingness to pay more only goes so far,which indicates that for most loyalty travelers,if travel options with
92、 their loyalty programs are too expensive,they will look to other options.But,when their preferred travel brand offers them a deal,thats even sweeter:price discounts(73%)and deals for members(56%)are some of the top reasons travel rewards members are interested in loyalty programs,along with gaining
93、 points or rewards for future travel(61%).ComparedInterest in loyalty program featuresPrice discountsGaining points/rewards for future travelMember dealsComplimentary upgradesPerks and amentitiesPrioritized access73%61%56%55%48%39%Loyalty members are most interested in price discounts and gaining po
94、ints and rewards for future travel.Whether travelers are booking with their preferred OTA,hotel website,airline website,or elsewhere,both travel brand loyalty and familiarity influences where travelers choose to book.However,price sensitivity and deals or discounts play a larger role in influencing
95、booking decisions,indicating that travelers are ultimately looking for the option that has the best overall value,both now and in the long run.to other regions,travelers from Canadaand the U.S.are more likely to be interestedin earning rewards for future travel and receiving perks or amenity access
96、throughtheir loyalty programs.36 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 3738 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 39Turning insights into actionWhether its a social media post,chats with family,or an intriguing online promot
97、ion,travel inspiration can happen anytime and anywhere.Yet after this initial point of inspiration,theres still opportunity to influence traveler decisions.Showcase aspirational and informative content across advertising,social media,and other channels to influence travelers throughout their path to
98、 purchase.Travelers are using multiple resources throughout the path to purchase,which makes it essential to show up beyond your brands owned channels.Explore cross-channel and cross-platform strategies to leverage the power of strategic partnerships to extend your reach and presence.Travelers consu
99、me a lot of travel content:141 pages and 303 minutes leading up to booking,to be exact.This provides an opportunity foryou to find ways to stand out fromthe crowd and elevate your contentto travelers as they embark ontheir travel searches.Optimizeyour content by including amazingvisuals such as user
100、-generatedcontent or professional photography,catchy headlines,accurate descriptions,helpful information,and competitive rates.How to reach and engage travelers throughout todayspath to purchase Influence travelers with inspiration and information Implement anomnipresent approachStand out in acrowde
101、d landscape 40 Expedia Group|Path to PurchaseUncovering how travelers plan and book online 41Travelers turn to OTAs to be inspired,plan,research,comparison shop,and book.When it comes to our travel brands,we provide travelers around the world with everything needed throughout the path to purchase fo
102、r all types of travel,which brings our partners demand.For partners who want to offer their own travel experience to their customers,we extend this same technology to you.OTAs are for morethan booking Five in 10 travelers said getting the best price is an important factor when deciding where to shop
103、 and book their trip.When developing your advertising and marketing strategy,consider leading with a promotional discount or offering supported by content that spotlights the uniqueness of your location or interesting activities to appeal to travelers.Nearly 50%of travelers are members of a travel r
104、ewards program,and nearly 3 in 5 of those members would be willing to pay more to book with a brand where they are a member.Promote your loyalty benefits in your content and channels and consider offering exclusive discounts for your loyal travelers.Incorporate dealsand incentives Lean into loyalty
105、Uncovering how travelers plan and book online 43MethodologyAbout Expedia GroupThis consumer survey was conducted by Luth Research between 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 U.S.who booked online tra
106、vel within the last six months.The behavioral digital study used Luth Researchs 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,an
107、d the U.K.and U.S.The digital data panel spanned 12 months and evaluated traveler behavior and influences in the 45 days leading up to booking a trip,looking across desktop and mobile devices,with limited mobile app visibility.Online visits to relevant travelsites within the past 12 months were iden
108、tified,and the digital data from 45 days prior to booking was extracted and analyzed.Expedia Group,Ipanies power travel for everyone,everywhere through our global platform.Driven by the core belief that travel is a force for good,we help people experience the world in new ways and build lasting conn
109、ections.We provide industry-leading technology solutions to fuel partner growth and success,while facilitating memorable experiences for travelers.Our organization is made up of three pillars:Expedia Product&Technology,focused on the groups product and technical strategy and offerings;Expedia Brands
110、,housing allour consumer brands;and Expedia for Business,consisting of business-to-business solutionsand relationships throughout the travel ecosystem.The Expedia Group family of brandsincludes Expedia,H,Expedia Partner Solutions,Vrbo,trivago,Orbitz,Travelocity,Hotwire,Wotif,ebookers,CheapTickets,Expedia Group Media Solutions,CarR,and Expedia Cruises.42 Expedia Group|Path to PurchaseTMTM