Understanding how consumers make their travel decisions –
everything from the choice of destination and accommodation to when to travel
and how to make the booking – is critical information for travel marketers.
And it's information that shifts over time, as consumer preferences
and behaviors evolve.
To understand current trends in the online travel shopping
experience, Expedia Group And Luth Research analyzed consumers’ online behavior
in the 45 days leading up to booking a trip and survey results from nearly
6,000 respondents, both for seven markets: Australia, Canada, France, Japan,
Mexico, the United Kingdom and the United States.
The results, published in Expedia Group’s “Path to Purchase”
report, identify opportunities for brands to inspire, engage and convert
travelers.
“Travelers are consuming way more content than ever,” said Rob
Torres, Expedia Group’s senior vice president of media and
affiliate solutions, in a discussion in the PhocusWire studio at The
Phocuswright Conference.
“As a marketer you’ve got to not give up on any certain area
because the reality is they are all important. And where people are going and consuming
that content actually varies depending on what part of that journey they are on.”
Torres said recommendations from family and friends remain
the top spark for planning a trip, but then consumers turn to other resources
for inspiration, with social media at the top of the list at 77%.
Torres also discussed the findings related to the research,
planning and booking phases of a trip and the role of loyalty programs and
payment options.
Watch the full discussion below.
Brought to you by Expedia Group