WebinarDecember 15, 2016
Traveler’s Path to Purchase
Your hosts
Sean O’NeillEditor in Chief & ModeratorTnooz
Gene QuinnCo-Founder & ProducerTnooz
Poll no. 1Where are you located?
Poll no. 2What travel business segment do you
represent?
Traveler’sPathtoPurchase
MATTHEW REICHEKVice President, Product & AnalyticsExpedia Media Solutions
5 years at Expedia, Inc.
Experience: Lead analytics, business intelligence, advertising product development and portfolio integration across the Expedia, Inc. suite of travel brands for the media business
Fun Fact: I was in a West African dance troupe in college and actually got paid a few times to perform at other colleges
GLOBAL NETWORK & REACHWorldwide Monthly Unique Users (Millions)
34M 18M 3.5M 4.8M
9M 503K 2M304K
2.5M 41K
525K
2M
4M
REAL WORLD INSIGHTS
TravelerAttribution
MultiscreenConsumer Behaviors
Path to Purchase
TALK TO US@ExpediaMedia
#TravelersPathtoPurchase
METHODOLOGYExpediaMediaSolutionscommissionedcomScoretoconductastudyontravelpathtopurchaseintheUnitedKingdom,UnitedStatesandCanada
comScoreblendedonlinetravelbehavioraldatawithdatacollectedthroughacustomsurvey
CustomSurveyQualificationsAge18+LiveinUK,USorCanada(eachcountryrequiredforeachmarketbeinganalyzed)Bookedtravelonlinewithinthepast6monthsSurveyyielded:UnitedKingdom:817totalcompletesUnitedStates:805totalcompletesCanada:815totalcompletesFieldingdates:March14– 23,2016
BehavioralDataSourcescomScorePCPanel(2MMdevicesworldwide)comScoreMobilePanel(20,000devices)comScoreMulti-PlatformcomScoreCensusTags(>1.5trillioneventsmonthly)
SurveyStatisticalReliabilityAsampleof800isreliablewithin±3.5%pointsata95%confidenceintervalAsampleof500isreliablewithin±4.4%pointsata95%confidenceinterval
11
DIGITALTRAVELCONTENTCONSUMPTIONTRENDS
50MILLIONDIGITALUKUSERS
CONSUMING
239BILLIONDIGITALMINUTESEACHMONTH
12
258MILLIONDIGITALUSUSERSCONSUMING
1.5TRILLIONDIGITALMINUTESEACHMONTH
30MILLIONDIGITALCANADAUSERS
CONSUMING
148BILLIONDIGITALMINUTESEACHMONTH
DataSource:comScoreMediaMetrixMulti-PlatformReporting,April2016data,UniqueVisitors&TotalMinutes.
13DataSource:comScoreMediaMetrixMulti-PlatformMediaTrendReporting,UK,US,CA,January2015– April2016data,TotalMinutes.
70%DIGITALCANADIANUSERSCONSUMETRAVELCONTENT
MORETHAN60%
DIGITALUSUSERSCONSUMETRAVEL
CONTENT
75%DIGITALUKUSERSCONSUMETRAVEL
CONTENT
806MILLIONMINUTES
SPENTONDIGITALTRAVELCONTENTINCANADA
18%INCREASEYEAROVERYEAR
14DataSource:comScoreMediaMetrixMulti-PlatformMediaTrendReporting,UK,US,CA,January2015– April2016data,TotalMinutes.
8.7BILLIONMINUTES
SPENTONDIGITALTRAVELCONTENTINTHEUS
41%INCREASEYEAROVERYEAR
2.4BILLIONMINUTES
SPENTONDIGITALTRAVELCONTENTINTHEUK
44%INCREASEYEAROVERYEAR
15Source:comScoreMediaMetrix&MobileMetrixMediaTrendReporting,UK,February2015-February2016data;US,January2015-April2016data;CA,April2015-April2016data,ReachofTravelfromeachPlatformtoTotalDigitalUniqueVisitors
56% 55%
72% 75%
Apr-2015 Apr-2016
73% 65% 54%
64%
Apr-2015 Apr-2016
55% 56% 67%
82%
0%
20%
40%
60%
80%
100%
Feb-2015 Feb-2016
THEONLINETRAVELAUDIENCEISBIG&BECOMINGMOREMOBILE
16
31% 20%
37% 54%
32% 26%
Apr-2015 Apr-2016
28% 25%
28% 30%
44% 45%
Apr-2015 Apr-2016
46% 36%
27% 29%
27% 35%
Apr-2015 Apr-2016
MOBILE-ONLY
DataSource:comScoreMediaMetrixMulti-PlatformMediaTrendReporting,UK,US,CA,April2015-April2016data,ShareofTotalDigitalTravelUsers.
DESKTOPUSAGEBYDIGITALTRAVELERSSHRINKINGINFAVOROFMOBILE&MULTI-DEVICE
MULTI-DEVICE
DESKTOPONLY
Poll no. 3What does your device strategy
include?
18
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16
DataSource:comScoreMediaMetrixMulti-PlatformMediaTrendReporting,UK,January2015– May2016data,TotalMinutes.
MOREMINUTESSTILLSPENTENGAGINGWITHTRAVELCONTENTONDESKTOP
BUTMOBILEISTRENDINGUPWARDS
MM
19
0
1,000
2,000
3,000
4,000
5,000
6,000
Jan-2015 Feb-2015 Mar-2015 Apr-2015 May-2015 Jun-2015 Jul-2015 Aug-2015 Sep-2015 Oct-2015 Nov-2015 Dec-2015 Jan-2016 Feb-2016 Mar-2016 Apr-2016
DataSource:comScoreMediaMetrixMulti-PlatformMediaTrendReporting,US,January2015– April2016data,TotalMinutes.
MOREMINUTESARESPENTENGAGINGWITHTRAVELCONTENTONMOBILEDEVICES
THANONDESKTOP
MM
20
0
100
200
300
400
500
600
700
800
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16
DataSource:comScoreMediaMetrixMulti-PlatformMediaTrendReporting,CA,January2015– May2016data,TotalMinutes.
MOREMINUTESARESTILLSPENTENGAGINGWITHTRAVELCONTENTONDESKTOP
THANONMOBILE
MM
21DataSource:comScoreMobileMetrixReporting,UK,February2016data;US,April2016;CA,April2016;TotalMinutes,TravelCategoryCutbyAccessMethod(ApplicationversusBrowser)
APPLICATION
BROWSER
BROWSERSARESTILLTHEPRIMARYWAYMOBILETRAVELINFORMATIONISACCESSEDACROSSDEVICES
26%
74%
TotalTravelCategory(AllPlatforms)
36%
64%
0%
20%
40%
60%
80%
100%
TotalTravelCategory(AllPlatforms)
BROWSER APPLICATION
63%
37%
TotalTravelCategory(AllPlatforms)
22
BROWSER
BROWSERSARESTILLPRIMARILYUSEDONTABLETSTOACCESSMOBILETRAVELINFORMATION
APPLICATION
DataSource:comScoreMobileMetrixReporting,UK,February2016data;US,April2016data;CA,April2016data;TotalMinutes,TravelCategoryCutbyAccessMethod(ApplicationversusBrowser)
90%
10%
30%
70%
91%
9%
62%
38%
92%
8%
53%
47%
23
INFLUENCERSTHROUGHOUTTHETRAVELBOOKINGPATH
24
Numberofvisitstotravelsitesmadebybookers45days
beforebooking:
121
DataSource:comScoreUK,USandCADesktopPanel,CustomPathtoBookingVisitationAnalysis,WeeklyVisitsperUser,Dec’15– Feb’16.AverageTravelSiteVisitsperWeek(Numberoftravelsitesvisitedperweekbytheaveragesegmentmember,Oct’15-Feb’16aggregate)
ONLINEBOOKERSINCREASINGLYENGAGEWITHTRAVELCONTENTINTHEWEEKSLEADINGUPTOPURCHASE
- 5.0
10.0
15.0
20.0
25.0
30.0
35.0
Week6before
Week5before
Week4before
Week3before
Week2before
Week1before
Weekofbooking
AverageTravelSiteVisitsperWeek(Numberoftravelsitesvisitedperweek,Dec’15-Feb’16aggregate)
140161
Poll no. 4Which channels do you push your
content through? (select all that apply)
2.5
7.4 6.89.2
4.92.5
8.3 7.3
9.9
3.73.64.9
6.9 6.24.8
2626
AverageVisitstoTravelCategoriesperWeek(Averagevisitsperbookertositeswithineachtravelcategory,aggregatebyweek)
4WeeksOut
DataSource:comScoreUKDesktopPanel,December2015-February2016;US,December2015-February2016;CA,December2015-February2016;CustomTravelBookerAudienceSegment
5WeeksOut
2.6
7.0 6.58.4
5.12.6
7.7 6.99.1
3.03.45.1
6.95.1 5.3
6WeeksOut
2.2
5.5 4.75.9
4.02.2
6.1 5.16.4
2.53.04.7 4.8 3.9 4.7
DMO Hotels&Resorts
AirlinesOTAs TravelInformation
DMO Hotels&Resorts
AirlinesOTAs TravelInformation
DMO Hotels&Resorts
AirlinesOTAs TravelInformation
ONLINETRAVELBOOKERSINCREASINGLYENGAGEWITHTRAVELCONTENTTHROUGHOUTTHEWEEKSPRECEDINGABOOKINGEVENT
2.6
6.7 6.98.4
5.5
2.6
7.3 7.29.1
3.23.8
6.88.8 7.9
10.0
2727
AverageVisitstoTravelCategoriesperWeek(Averagevisitsperbookertositeswithineachtravelcategory,aggregatebyweek)
2WeeksOut
DataSource:comScoreUKDesktopPanel,December2015-February2016;US,December2015-February2016;CA,December2015-February2016;CustomTravelBookerAudienceSegment
3WeeksOut
2.9
7.0 7.08.8
5.33.1
7.6 7.69.5
3.63.1 4.6
7.25.8 5.2
DMO Hotels&Resorts
AirlinesOTAs TravelInformation
DMO Hotels&Resorts
AirlinesOTAs TravelInformation
ONLINETRAVELBOOKERSINCREASINGLYENGAGEWITHTRAVELCONTENTTHROUGHOUTTHEWEEKSPRECEDINGABOOKINGEVENT
2.6
6.57.3
8.5
5.3
2.6
6.97.6
9.2
2.93.5
6.4
10.0
6.75.9
28
ONLINETRAVELBOOKERSINCREASINGLYENGAGEWITHTRAVELCONTENTTHROUGHOUTTHEWEEKSPRECEDINGABOOKINGEVENT
28
AverageVisitstoTravelCategoriesperWeek(Averagevisitsperbookertositeswithineachtravelcategory,aggregatebyweek)
WeekofBooking
2.7
6.27.5
8.2
5.9
2.7
6.57.8 8.3
3.33.2
6.4
8.4 7.78.7
DataSource:comScoreUKDesktopPanel,December2015-February2016;US,December2015-February2016;CA,December2015-February2016;CustomTravelBookerAudienceSegment
1WeekOut
DMO Hotels&Resorts
AirlinesOTAs TravelInformation
DMO Hotels&Resorts
AirlinesOTAs TravelInformation
33…
21% 17%
15%
10%
2% 3%
OTA TravelInformation Accomodations Airline Ground/Rail/Auto/Bus DMO Other
33%
26%
17%
13%
4% 3% 4%
OTASHAVETHEMOSTENGAGEMENTOFTRAVELSITECATEGORIESTHROUGHOUTBOOKINGPATH
29
32%
21% 16%
15%
9%
2% 5%
TotalVisitsShareThroughout45DayPathtoBooking
DataSource:comScore UK,US,CADesktopPanels,CustomPathtoBookingVisitationAnalysis,ShareofTotalVisits,OnlineTravelBookerSegment:Dec’15– Feb’16
OTA OTA OTA
SEARCHENGINES&FAMILY/FRIENDSMOSTUSEDATTHEBEGINNINGOFTRIPPLANNING
DataSource:comScoreSurvey,WHENRESOURCEUK.TOP5- WHENDIDYOUUSEEACHRESOURCEFORTHERECENTBOOKINGOFYOURTRIP?,Among UKOnlineTravelBuyersWhoUsedEachResource(n=14*-202)*Caution:smallsamplesize(n=30-50),Friend/familyrecommendationsRightbeforebookingandUsedtobook,SearchenginesUsedtobook;AmongUSOnlineTravelBookersWhoUsedEachResource(n=193-296);AmongCAOnlineTravelBookersWhoUsedEachResource(n=246-314) 30
68% 68%
49% 41%
32%
69% 66%
50% 41% 36%
71% 66%
52% 39%
30%
0%
20%
40%
60%
80%
100%
Searchengines Friend/familyRecs OTAs AirlineSites HotelSites
WhenIFirstStarted– Inspiration
SHARESHIFTSBETWEENSOURCESOFINFLUENCEASTRAVELERSRESEARCH&NARROWOPTIONS
31DataSource:comScoreSurvey,WHENRESOURCEUK.TOP5- WHENDIDYOUUSEEACHRESOURCEFORTHERECENTBOOKINGOFYOURTRIP?,Among UKOnlineTravelBuyersWhoUsedEachResource(n=14*-202)*Caution:smallsamplesize(n=30-50),Friend/familyrecommendationsRightbeforebookingandUsedtobook,SearchenginesUsedtobook;AmongUSOnlineTravelBookersWhoUsedEachResource(n=193-296);AmongCAOnlineTravelBookersWhoUsedEachResource(n=246-314)
31% 27%
42% 32%
43% 33%
25%
39% 28%
37% 39% 34% 37% 29%
39%
0%
20%
40%
60%
80%
100%
Searchengines Friend/familyRecs OTAs AirlineSites HotelSites
WhenIWasNarrowingOptions– Research
SEARCHENGINESANDFRIENDS/FAMILYDECREASEINUSAGEDURINGCONSIDERATION
32DataSource:comScoreSurvey,WHENRESOURCEUK.TOP5- WHENDIDYOUUSEEACHRESOURCEFORTHERECENTBOOKINGOFYOURTRIP?,Among UKOnlineTravelBuyersWhoUsedEachResource(n=14*-202)*Caution:smallsamplesize(n=30-50),Friend/familyrecommendationsRightbeforebookingandUsedtobook,SearchenginesUsedtobook;AmongUSOnlineTravelBookersWhoUsedEachResource(n=193-296);AmongCAOnlineTravelBookersWhoUsedEachResource(n=246-314)
18% 16%
31% 26% 27% 23% 24% 29% 26% 33%
21% 18% 29% 28% 30%
0%
20%
40%
60%
80%
100%
Searchengines Friend/familyRecs OTAs AirlineSites HotelSites
RightBeforeBooking– Consideration
OTA,HOTELANDAIRLINESITEUSAGECONSISTENTTHROUGHOUTTHEPURCHASEPATH
33DataSource:comScoreSurvey,WHENRESOURCEUK.TOP5- WHENDIDYOUUSEEACHRESOURCEFORTHERECENTBOOKINGOFYOURTRIP?,Among UKOnlineTravelBuyersWhoUsedEachResource(n=14*-202)*Caution:smallsamplesize(n=30-50),Friend/familyrecommendationsRightbeforebookingandUsedtobook,SearchenginesUsedtobook;AmongUSOnlineTravelBookersWhoUsedEachResource(n=193-296);AmongCAOnlineTravelBookersWhoUsedEachResource(n=246-314)
8% 5%
31% 36% 23%
8% 7%
42% 48%
36%
5% 6%
33% 40%
21%
0%
20%
40%
60%
80%
100%
Searchengines Friend/familyRecs OTAs AirlineSites HotelSites
UsedtoBook– Conversion
34
THOSEUSINGSOCIALMEDIATENDTOENGAGEMOREINTHEBEGINNINGOFTHEPURCHASEPATH
Datasource:comScoreSurvey,SOCIALWHEN.WHENDIDYOUPERFORMTHEFOLLOWINGACTIVITIESUSINGSOCIALMEDIAFORYOURRECENTLYBOOKEDTRIP?,AmongUS,CA,andUKOnlineTravelBookersWhoUsedSocialMedia(n=260)
11%OFONLINETRAVEL
BOOKERSACROSSALLTHREEMARKETSUSE
SOCIALMEDIAINTHEIRTRAVELRESEARCHPROCESS
How&Whenthe11%UseSocialMedia
35
DESTINATIONDECISIONINFLUENCERS
36
46% 54%
DataSource:comScoreSurvey,,DESTINATIONS.PRIORTODECIDINGONYOURFINALDESTINATION,HOWMANYOTHERDESTINATIONSDIDYOUCONSIDERVISITING?,AmongTotalUKOnlineTravelBuyers(n=817);AmongTotalU.S.OnlineTravelBookers(n=805),AmongTotalCAOnlineTravelBookers(n=815)
65%
35%
1DestinationConsidered 2+DestinationConsidered
NUMBEROFDESTINATIONSCONSIDERED
48%
52%
61% 13%
12%
7%
3% 2% 2%
EuropeAsiaLatinAmericaUSAfricaAustralia&NewZealandCanada
REGIONSTRAVELBOOKERSRESEARCHMOST
37
33%
26%
18%
11%
7%
3% 2%
EuropeLatinAmericaAsiaUSCanadaAfricaAustralia&NewZealand
DataSource:comScoreUK,US,CADesktopPanels,CustomPathtoBookingVisitationAnalysisUsingcomScoreProximicCategorization,TotalTravelPagesAcross45DayBookingPath,OnlineTravelBookerSegment:December2015-February2016.
31%
27% 14%
11%
9%
5% 3%
UnitedStatesEuropeLatinAmericaAsiaAfricaCanadaAustralia&NewZealand
38
OTASWERETHEMOSTINFLUENTIALONLINERESOURCEINBOOKERS’DESTINATIONDECISIONS
DataSource:comScoreSurvey,INFLUENTIALRESOURCEUK.MOSTINFLUENTIAL- PLEASERANKTHETOPTHREERESOURCESTHATINFLUENCEDYOUR DESTINATIONDECISION.AmongUKOnlineTravelBuyersWhoUsedResources(n=780).<3%:Offlinetravelagency,socialmedia,mycompany’stravelsite,groundtransportation/cruisesites,travelbooks/magazines,aggregatorsites,blogs,onlinetravelvideos,liveTVshows,dealbuyingsites,homerentalsites,destination’scallcentre,rentalcarsites,other;AmongUSOnlineTravelBookersWhoUsedResources(n=758).<3%:Socialmedia,onlinetravelguidesites,carrentalsites,dealbuyingsites,homerentalsites,groundtransportation/cruisesites,offlinetravelagency,onlinetravelvideos,destination’scallcenter,mycompany’stravelsite,liveTVshows,blogs;AmongCAOnlineTravelBookersWhoUsedResources(n=778).≤3%:Onlinetravelguidesites,offlinetravelagency,travelbooks/magazines,dealbuyingsites,socialmedia,destination’scallcenter,blogs,groundtransportation/cruisesites,rentalcarsites,homerentalsites,onlinetravelvideos,mycompany’stravelsite,liveTVshows,other
15% 18%
11% 9%
8% 6%
5%
17%
14%
7%
16%
12%
4% 3%
18% 19%
8%
14%
6% 5% 5%
Friend/familyrecommendations
OTAs Searchengines Airlinesites Hotelsites Travelinfosites
Searchenginetravelsites
39
IMPACTOFADVERTISINGONTRAVELBOOKINGDECISIONS
40
OFTRAVELBOOKERSWEREINFLUENCEDBYADVERTISINGWHENCONSIDERINGMORETHANONELOCATION
DataSource:comScoreSurvey,DESTINATIONAD.Didanyadvertising(viaonlinebanners,onlinevideos,TV,radio,magazines,etc.) influenceyourdecisiontovisit[specificdestination]?AmongUKOnlineTravelBuyersWhoConsideredMorethanOneDestination(n=817);AmongTotalUSOnlineTravelBookersWhoConsideredMorethanOneDestination(n=253);AmongTotalCAOnlineTravelBookersWhoConsideredMorethanOneDestination(n=425)
30% 27% 38%
ADVERTISINGCANINFLUENCETRAVELERDESTINATIONDECISIONS
41DataSource:comScoreSurvey,ADAWARE.DIDYOUNOTICEANYADVERTISINGRELATEDTOTHEFOLLOWINGSERVICESWHILEYOUWERESHOPPINGFORORBOOKINGYOURTRAVEL?,AmongTotalUKOnlineTravelBookers(n=817);AmongTotalUSOnlineTravelBookers(n=805);AmongTotalCAOnlineTravelBookers(n=815)
47% 64%59%OFTRAVELBOOKERSRECALLEDSEEINGATRAVELAD
WHILESHOPPINGFORORBOOKINGTRAVEL
TRAVELBOOKERSNOTICETRAVELADVERTISING
42
57%
21%
66%
19%
63%
20%
49%
30%
66%
19%
WhenIFirstStarted WhenIWasNarrowingOptions RightBeforeBooking
Hotel
AirTravel
Travelpackage
Carrental
Cruise
DataSource:comScoreSurvey,ADNOTICE.WHENDIDYOUNOTICEADVERTISINGRELATEDTOEACHTRAVELSERVICE?AmongAllOnlineTravelBuyersWhoNoticedAdsforEachService(n=371-944),US(n=112-245),UK(n=119-345),CA(n=140-354)
LARGESTPOTENTIALFORADVERTISINGIMPACTDURINGINITIALSTAGESOFTRAVELBOOKINGPATH
Poll no. 5Where does the majority of your
advertising spend go?
DataSources:TotalImpressionsVolumeMetric:DataSource:comScore UK,US,CADesktopPanels,CustomPathtoBookingAdImpressionAnalysis,TravelBookerSegment,TotalAdImpressionsin45TravelPathtoBooking,Dec’15– Feb’16BookingTimePeriod.AverageRecallRate:comScoreSurvey,ADNOTICE.WHENDIDYOUNOTICEADVERTISINGRELATEDTOEACHTRAVELSERVICE?AmongUK(n=141-360),US(n=364),CA(n=524)OnlineTravelBuyersWhoNoticedAdsforEachService
44
ASTRAVELADIMPRESSIONSINCREASE,BOOKERSRECALLFEWERADS
0
20000
40000
60000
80000
100000
120000
140000
160000
WhenIfirststarted
WhenIwasnarrowingoptions
Rightbeforebooking
AverageNumberofWeeklyImpressions
AverageRecallRate
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
54%
32%
18%
66%
51%
29%
73%
54%
34%
45
EXAMPLE:AMERICANTRAVELERPATHTOPURCHASE
46
Day44
• GOOGLE.COM(2Pages)• AVISTAUTILITIES.COM(6Pages)• I-DOXS.NET(4Pages)• GOOGLE.COM(2Pages)• MYMEALTIME.COM(6Pages)• GOOGLE.COM(5Pages)• SHOPZILLA.COM(3Pages)• BACKCOUNTRY.COM(5Pages)• PROBOARDSHOP.COM(2Pages)• GOOGLE.COM(5Pages)• HELLYHANSEN.COM(6Pages)• THENORTHFACE.COM(4Pages)• REI.COM(2Pages)• OVERSTOCK.COM(5Pages)
• WESTMARINE.COM(4Pages)• CRUISINGWORLD.COM• GOOGLE.COM(6Pages)• FACEBOOK.COM• ANGIESLIST.COM• GOOGLE.COM(6Pages)• INTELIUS.COM• ELENDERSOLUTIONS.COM(9Pages)• MT.GOV(6Pages)• JOBRAPIDO.COM(2Pages)• PARAGONRELS.COM(12Pages)• TravelInformation(4Pages)
ACTUALONLINETRAVELPACKAGEBOOKERPATHLEADINGUPTOBOOKINGEVENT
Actualpurchasepathofatravelpackagebooker(desktopinteal,mobileinred)
Day43
• PARAGONRELS.COM(17Pages)• GOOGLE.COM• GROUPON.COM(11Pages)• GOOGLE.COM• BING.COM(3Pages)• SECUREDSHOPGATE.COM(2Pages)• GOOGLE.COM• PARAGONRELS.COM(29Pages)
Day42
• GOOGLE.COM• CAPITALONE.COM(19Pages)• NCTV.COM• PARAGONRELS.COM(53Pages)
• DISH.COM• DISHNETWORK.COM• AVISTAUTILITIES.COM(2Pages)• AMAZON.COM• GOOGLE.COM(2Pages)• AMAZON.COM(26Pages)• GOOGLE.COM(2Pages)• AMAZON.COM• GOOGLE.COM(3Pages)• GMFINANCIAL.COM(4Pages)• SPEEDPAY.COM(2Pages)• GOOGLE.COM(2Pages)• THENORTHFACE.COM• MOOSEJAW.COM(19Pages)• EVYY.NET• SOLIDIFI.COM(10Pages)
Day41START
47
Day36
• GOOGLE.COM(3Pages)• MTB.COM(2Pages)• FNFISMD.COM(12Pages)• SOLIDIFI.COM(8Pages)• ORBITZ.COM(19Pages)• GOOGLE.COM• PARAGONRELS.COM(23Pages)• GOOGLE.COM• PARAGONRELS.COM(26Pages)• ELENDERSOLUTIONS.COM(5Pages)
Day35• GOOGLE.COM(2Pages)• AMAZON.COM(5Pages)• GOOGLE.COM• PARAGONRELS.COM(24Pages)• ELENDERSOLUTIONS.COM(8Pages)• GOOGLE.COM• EMORTGAGELOGIC.COM• AMAZON.COM• GOOGLE.COM• AMAZON.COM(3Pages)• ELENDERSOLUTIONS.COM(5Pages)• GOOGLE.COM• PARAGONRELS.COM(59Pages)• GOOGLE.COM(3Pages)• MOOSEJAW.COM(10Pages)• UPS.COM(3Pages)• GOOGLE.COM• MOUNTAINWESTBANK.COM• NETTELLER.COM(7Pages)• GOOGLE.COM(3Pages)• GOVERNMAX.COM(8Pages)• FLEXMLS.COM(45Pages)• GOOGLE.COM(2Pages)• USPS.COM• GOOGLE.COM
Day34• MYMEALTIME.COM(3Pages)• MSN.COM• BING.COM• VERIZONWIRELESS.COM(5Pages)• VERIZONWIRELESS.COM(6Pages)• GOOGLE.COM• MSN.COM(0Pages)• GOOGLE.COM(2Pages)• PARAGONRELS.COM(8Pages)• GOOGLE.COM(2Pages)• PARAGONRELS.COM(20Pages)• GOOGLE.COM(2Pages)• GOVERNMAX.COM(11Pages)• FLEXMLS.COM(15Pages)
Day37
• GOOGLE.COM(2Pages)• PARAGONRELS.COM(82Pages)• ELENDERSOLUTIONS.COM(8Pages)• GOOGLE.COM(2Pages)• ELENDERSOLUTIONS.COM(2Pages)• GOOGLE.COM(2Pages)• PARAGONRELS.COM(33Pages)
Day38
• SURVEYSANDPROMOTIONSONLINE.COM(9Pages)
• SRCHSELECTFLOW.COM• GOOGLE.COM(3Pages)• AMAZON.COM(4Pages)• SOLIDIFI.COM(12Pages)
ACTUALONLINETRAVELPACKAGEBOOKERPATHLEADINGUPTOBOOKINGEVENT
Actualpurchasepathofatravelpackagebooker(desktopinteal,mobileinred)
48
Day31
• PARAGONRELS.COM(9Pages)• AMAZON.COM(3Pages)• GOOGLE.COM(5Pages)• YTRAVELBLOG.COM• PARAGONRELS.COM(66Pages)• GOOGLE.COM• PARAGONRELS.COM(76Pages)• EMORTGAGELOGIC.COM(2Pages)• GOOGLE.COM(3Pages)• PARAGONRELS.COM(36Pages)• GOOGLE.COM(4Pages)• IRS.GOV(15Pages)
Day30
• SURVEYSANDPROMOTIONSONLINE.COM(7Pages)• GOOGLE.COM(2Pages)• GOVERNMAX.COM(8Pages)• PARAGONRELS.COM(19Pages)• EMORTGAGELOGIC.COM(2Pages)• GOOGLE.COM(2Pages)• HEALTHCARE.GOV(9Pages)• BING.COM• YOURHEALTHIDAHO.ORG(2Pages)• FLEXMLS.COM(8Pages)• GOOGLE.COM• FLEXMLS.COM(39Pages)• PARAGONRELS.COM(5Pages)• FLEXMLS.COM(26Pages)• PARAGONRELS.COM(5Pages)
Day29• GOOGLE.COM(2Pages)• ACTIVE.COM(3Pages)• GOOGLE.COM• ORBITZ.COM(4Pages)• GOOGLE.COM(8Pages)• MSN.COM• TravelInformation
Day32
• GOOGLE.COM(2Pages)• BING.COM• GOOGLE.COM(1Pages)• PLANEFINDER.NET(4Pages)• GLOBALGOLF.COM(12Pages)• RETAILMENOT.COM• KLM.COM(3Pages)• GUINNESS-STOREHOUSE.COM(2Pages)• FLEXMLS.COM(26Pages)• GOOGLE.COM• ACTIVE.COM• PARAGONRELS.COM(4Pages)• PARAGONRELS.COM(12Pages)• FORSALEBYOWNER.COM(2Pages)• GOOGLE.COM• FORSALEBYOWNERBOOKERSGUIDE.COM• FLEXMLS.COM(23Pages)• SOLIDIFI.COM(9Pages)• GOOGLE.COM• TRIPADVISOR.COM(5Pages)• GOOGLE.COM(3Pages)• LONELYPLANET.COM• GOOGLE.COM• PARAGONRELS.COM(6Pages)
• GOOGLE.COM(2Pages)• ZILLOW.COM(3Pages)• FLEXMLS.COM(62Pages)
Day33
ACTUALONLINETRAVELPACKAGEBOOKERPATHLEADINGUPTOBOOKINGEVENT
Actualpurchasepathofatravelpackagebooker(desktopinteal,mobileinred)
49
Day22• GOOGLE.COM• PARAGONRELS.COM(73Pages)• FLEXMLS.COM(26Pages)• GOOGLE.COM• PARAGONRELS.COM(27Pages)• GOOGLE.COM• ALAMODE.COM(14Pages)• GOOGLE.COM• GOVERNMAX.COM(4Pages)• FLEXMLS.COM(9Pages)
Day21• CREDITONEBANK.COM(6Pages)• GOOGLE.COM(3Pages)• FITZPATRICKCASTLE.COM(3Pages)• GOOGLE.COM• KILRONANCASTLE.IE(4Pages)• GOOGLE.COM• PARAGONRELS.COM(7Pages)• FLEXMLS.COM(42Pages)• SPARKPLATFORM.COM(0Pages)• FLEXMLS.COM(51Pages)• MSN.COM(2Pages)• MICROSOFT.COM• MSN.COM(2Pages)
Day20
• GOOGLE.COM(3Pages)• MENSFITNESS.COM• CROSSFIT.COM(2Pages)• GOOGLE.COM(3Pages)• CLIPART.ME(4Pages)• GOOGLE.COM(2Pages)• ARBITERSPORTS.COM(18Pages)• GOOGLE.COM(4Pages)• SKYWEST.COM(2Pages)• KLM.COM(4Pages)• DELTA.COM(21Pages)
Day23
• FLEXMLS.COM(5Pages)• GOOGLE.COM• GOVERNMAX.COM(5Pages)• USSAILING.ORG• WESTMARINE.COM(11Pages)• GOOGLE.COM(2Pages)• WESTMARINE.COM(5Pages)• AMAZON.COM(9Pages)• GOOGLE.COM(2Pages)• YOUTUBE.COM(9Pages)• GOOGLE.COM(2Pages)• MSN.COM• BING.COM• GOOGLE.COM• YOUTUBE.COM• AMAZON.COM• GOOGLE.COM(4Pages)• YOUTUBE.COM(20Pages)• GOOGLE.COM• HELLYHANSEN.COM• GOOGLE.COM(3Pages)• MOOSEJAW.COM(17Pages)• GOOGLE.COM• PARAGONRELS.COM(25Pages)• FLEXMLS.COM(75Pages)• GOOGLE.COM
Day24
• PARAGONRELS.COM(63Pages)• MICROSOFT.COM• GOOGLE.COM(3Pages)• YOUTUBE.COM(40Pages)• GOOGLE.COM(8Pages)• PANZOID.COM(2Pages)• GOOGLE.COM(8Pages)• LIVE.COM(3Pages)• AGAR.IO• TOTALJERKFACE.COM• YOUTUBE.COM• GOOGLE.COM(6Pages)• BLOGSPOT.COM• FACEBOOK.COM(2Pages)• HELLYHANSEN.COM• MOUNTAINWESTBANK.COM• NETTELLER.COM(5Pages)• GOOGLE.COM• YOUTUBE.COM(19Pages)• FLEXMLS.COM(120Pages)• GOOGLE.COM• TravelInformation
ACTUALONLINETRAVELPACKAGEBOOKERPATHLEADINGUPTOBOOKINGEVENT
Actualpurchasepathofatravelpackagebooker(desktopinteal,mobileinred)
50
Day12• AUDIBLE.COM(0Pages)• GOOGLE.COM(1Pages)• PARAGONRELS.COM(140Pages)
Day11• GOOGLE.COM(1Pages)• PARAGONRELS.COM(70Pages)• GOOGLE.COM(1Pages)• ZILLOW.COM(1Pages)• PARAGONRELS.COM(10Pages)• PARAGONRELS.COM(10Pages)• GOOGLE.COM(2Pages)• MOOSEJAW.COM(32Pages)• GOOGLE.COM(3Pages)• HELLYHANSEN.COM(3Pages)• AMAZON.COM(1Pages)• AMAZON.COM(4Pages)• PATAGONIA.COM(3Pages)• INSTAGRAM.COM(1Pages)• MOOSEJAW.COM(4Pages)
Day18• TOTALJERKFACE.COM(1Pages)• CENTRUM.COM(1Pages)• YOUTUBE.COM(7Pages)
Day19
• ARBITERSPORTS.COM(21Pages)• ARBITERSPORTS.COM(16Pages)• INSPECTLET.COM(1Pages)
ACTUALONLINETRAVELPACKAGEBOOKERPATHLEADINGUPTOBOOKINGEVENT
• YOUTUBE.COM(24Pages)• GOOGLE.COM(3Pages)• TOURFACTORY.COM(2Pages)• ZILLOW.COM• PARAGONRELS.COM(27Pages)• MSN.COM• GOOGLE.COM• PARAGONRELS.COM(8Pages)• FLEXMLS.COM(55Pages)• GOOGLE.COM(7Pages)• EVENTBRITE.COM(4Pages)• GOOGLE.COM(3Pages)• ZILLOW.COMCONTINUEDà
Day10
Actualpurchasepathofatravelpackagebooker(desktopinteal,mobileinred)
Day10
51
Day8
• GOOGLE.COM• PARAGONRELS.COM(12Pages)• GOOGLE.COM• YOUTUBE.COM(16Pages)• GOOGLE.COM(9Pages)• PICMONKEY.COM(3Pages)• PANZOID.COM(2Pages)• GOOGLE.COM• PARAGONRELS.COM(51Pages)• ELENDERSOLUTIONS.COM(15Pages)• MSN.COM• GOOGLE.COM(5Pages)• TRAVLYNX.COM(6Pages)• GOOGLE.COM
• FACEBOOK.COM• GOOGLE.COM• MSN.COM• ELENDERSOLUTIONS.COM(4Pages)• GOOGLE.COM• PARAGONRELS.COM(12Pages)• GOOGLE.COM• BING.COM• GROUPON.COM(7Pages)• SAVE70.COM• ELENDERSOLUTIONS.COM(2Pages)
Day9• GOOGLE.COM(2Pages)• ORBITZ.COM(10Pages)• GROUPON.COM(7Pages)• PARAGONRELS.COM(31Pages)• GOOGLE.COM• PARAGONRELS.COM(11Pages)• SOLIDIFI.COM(5Pages)• FLEXMLS.COM(22Pages)• ALLEGIANTAIR.COM(11Pages)• GOOGLE.COM(4Pages)• ALLEGIANTDEALS.COM(4Pages)• HELLOBC.COM(4Pages)• CANADA-BOOKNOW.COM(5Pages)• PRESTIGEHOTELSANDRESORTS.COM• TRAVLYNX.COM(3Pages)• SCHOOLOGY.COM(5Pages)• GOOGLE.COM• SOLIDIFI.COM(7Pages)
à CONTINUED• AIRPR.COM• OWNERS.COM(2Pages)• GOOGLE.COM• AVISTAUTILITIES.COM(4Pages)• I-DOXS.NET(3Pages)• GMFINANCIAL.COM(4Pages)• SPEEDPAY.COM(4Pages)• CAPITALONE.COM(14Pages)• LYRICSFREAK.COM• AMAZON.COM(12Pages)• EBAY.COM(11Pages)• GOOGLE.COM
Day11• GOOGLE.COM• PARAGONRELS.COM(70Pages)• GOOGLE.COM• ZILLOW.COM• PARAGONRELS.COM(20Pages)• GOOGLE.COM(2Pages)• MOOSEJAW.COM(32Pages)• GOOGLE.COM(3Pages)• HELLYHANSEN.COM(3Pages)• AMAZON.COM(5Pages)• PATAGONIA.COM(3Pages)• INSTAGRAM.COM• MOOSEJAW.COM(4Pages)
ACTUALONLINETRAVELPACKAGEBOOKERPATHLEADINGUPTOBOOKINGEVENT
Actualpurchasepathofatravelpackagebooker(desktopinteal,mobileinred)
• EXPEDIA.COM(12Pages)• ORBITZ.COM(19Pages)• AIRFAREWATCHDOG.COM• ARBITERSPORTS.COM(15Pages)• GOOGLE.COM• ORBITZ.COM(19Pages)• AIRBNB.COM(8Pages)• GOOGLE.COM• INTENTMEDIA.NET• ORBITZ.COM(26Pages)• GOOGLE.COM(3Pages)• PARAGONRELS.COM(49Pages)• GARDENWEB.COM• GOOGLE.COM(3Pages)• HOUZZ.COM(4Pages)• CROSSFIT.COM(3Pages)• GOOGLE.COM(10Pages)• TRAVELCHANNEL.COM
• LONELYPLANET.COM• GOOGLE.COM(2Pages)• USATODAY.COM(2Pages)• CHEAPCARIBBEAN.COM(7Pages)• GOOGLE.COM• TRIPADVISOR.COM(2Pages)• GOOGLE.COM(3Pages)• ORBITZ.COM(24Pages)• GOOGLE.COM(7Pages)• TRIPADVISOR.COM(3Pages)• AIRBNB.COM(2Pages)• AIRFAREWATCHDOG.COM(2Pages)• GOOGLE.COM(2Pages)• TRAVELMATH.COM• ORBITZ.COM(6Pages)• PARAGONRELS.COM(19Pages)• ORBITZ.COM(44Pages)• TravelInformation
52
DAY4• GOOGLE.COM• PARAGONRELS.COM(32Pages)• ORBITZ.COM(16Pages)• GOOGLE.COM• ORBITZ.COM(4Pages)• DUNHILLTRAVELDEALS.COM• ORBITZ.COM(43Pages)• GOOGLE.COM(2Pages)• TRIPADVISOR.COM(2Pages)• ORBITZ.COM(25Pages)• GOOGLE.COM• CHEAPCARIBBEAN.COM(13Pages)• GOOGLE.COM• GROUPON.COM(2Pages)• TravelInformation(4Pages)
DAY3DAY6
• MSN.COM• ELENDERSOLUTIONS.COM(4Pages)• GOOGLE.COM• PARAGONRELS.COM(19Pages)• GOOGLE.COM• PARAGONRELS.COM(36Pages)• GOOGLE.COM• PARAGONRELS.COM(16Pages)• GOOGLE.COM(2Pages)• PARAGONRELS.COM(30Pages)• GOOGLE.COM• SOLIDIFI.COM(11Pages)• BING.COM• MICROSOFT.COM(2Pages)• TravelInformation(3Pages)
• GROUPON.COM(2Pages)• GOOGLE.COM(2Pages)• MSN.COM• ELENDERSOLUTIONS.COM(4Pages)• ORBITZ.COM(41Pages)• PARAGONRELS.COM(6Pages)• AIRFAREWATCHDOG.COM(2Pages)• GOOGLE.COM(2Pages)• SOUTHWEST.COM(6Pages)• GROUPON.COM(3Pages)• GOOGLE.COM• MSN.COM• ELENDERSOLUTIONS.COM(5Pages)• BING.COM• MSN.COM• ELENDERSOLUTIONS.COM(5Pages)• GOOGLE.COM• PARAGONRELS.COM(15Pages)• AIRFAREWATCHDOG.COM(2Pages)• EXPEDIA.COM• JUSTFLY.COM• JUSTAIRTICKET.COM
DAY7
ACTUALONLINETRAVELPACKAGEBOOKERPATHLEADINGUPTOBOOKINGEVENT
Actualpurchasepathofatravelpackagebooker(desktopinteal,mobileinred)
53
• GOOGLE.COM• PARAGONRELS.COM(20Pages)• GOOGLE.COM(3Pages)• PARAGONRELS.COM(75Pages)• ALLWOMENSTALK.COM• GOOGLE.COM• ORBITZ.COM(17Pages)• GOOGLE.COM• PARAGONRELS.COM(11Pages)• ORBITZ.COM(13Pages)• GOOGLE.COM(12Pages)• ARCGIS.COM(0Pages)• TRIPADVISOR.COM• ORBITZ.COM(9Pages)
• GOOGLE.COM(7Pages)• TRIPADVISOR.CO.UK(6Pages)• ORBITZ.COM• VENERE.COM• OYSTER.COM(3Pages)• GOOGLE.COM• STATE.GOV(3Pages)• GOOGLE.COM• STATE.GOV(2Pages)• GOOGLE.COM• PARAGONRELS.COM(46Pages)• TravelInformation(2Pages)
DAY1 DAYOFBOOKING• PARAGONRELS.COM(65Pages)• MSN.COM• ELENDERSOLUTIONS.COM(11Pages)• ALAMODE.COM• ELENDERSOLUTIONS.COM(5Pages)• ORBITZ.COM(7Pages)• GOOGLE.COM(15Pages)• PARAGONRELS.COM(42Pages)• GOOGLE.COM• HEALTHLINE.COM• ORBITZ.COM(10Pages)
• GOOGLE.COM• MOUNTAINWESTBANK.COM• NETTELLER.COM(11Pages)• GOOGLE.COM(2Pages)• DISH.COM(39Pages)• MOUNTAINWESTBANK.COM• NETTELLER.COM(5Pages)• GOOGLE.COM• ORBITZ.COM(5Pages)
DAY2
• GOOGLE.COM(5Pages)• ORBITZ.COM(26Pages)• GOOGLE.COM(3Pages)• PARAGONRELS.COM(33Pages)• GOOGLE.COM(5Pages)• WA.GOV(2Pages)• YELP.COM(2Pages)• EXPERIENCEWA.COM(2Pages)• PARAGONRELS.COM(26Pages)• GOOGLE.COM(18Pages)• STATE.GOV• ORBITZ.COM(9Pages)• GOOGLE.COM(2Pages)• MSN.COM(4Pages)• ORBITZ.COM(32Pages)• GOOGLE.COM• TRIPADVISOR.COM• ORBITZ.COM(7Pages)• MYMEALTIME.COM(6Pages)• TravelInformation(2Pages)
BOOKEDTRAVELPACKAGEONORBITZ.COM
Flight:Spokane,WAtoCancunMexicoHotel:GreenTulumCabanas&Gardens
ACTUALONLINETRAVELPACKAGEBOOKERPATHLEADINGUPTOBOOKINGEVENT
Actualpurchasepathofatravelpackagebooker(desktopinteal,mobileinred)
54
KEYFINDINGS&INSIGHTSTravelcontentiswidelyconsumedineachcountry,andallsawdoubledigitgrowthyearoveryear
Mobileusageisgrowing,andintheUSmobileengagementwithtravelcontentsurpasseddesktop
Travelisaconsideredandtime-consumingpurchase,leadingtravelbookerstomakehundredsofvisitstotravelsitesintheweeksleadinguptoapurchase
Throughoutthebookingpath,OTAshavethehighestengagementacrosstravelsitecategories,accountingformorethan30percentoftotalsitevisits
Nearlyonethirdormoreofonlinetravelbookerswereinfluencedbyadvertisingwhenconsideringmorethanonedestination
Advertisingrecallisthehighestintheinitialstagesofthepurchasejourney,whenexposureisthelowest
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