[May 12, 2016] |
|
British Travellers Spend 2.4 Billion Minutes Engaging with Travel Content, Rely on Multiple Sources for Destination Decisions
A new study commissioned by Expedia (News - Alert)® Media Solutions, the advertising
arm of the Expedia group, and conducted by comScore explores the online
and offline touch points that can influence the purchase journey for
British travellers.
The British Traveller's Path to Purchase study examined the
45-day period leading up to online travel booking by consumers in the
UK, including desktop and mobile device usage, destinations considered,
and resources utilised. The study found that British travellers spend
2.4 billion minutes engaging with digital travel content, which is a
nearly 45 percent increase year-over-year. Nearly one billion of those
minutes are spent on travel content from a mobile device - an 82 percent
increase year-over-year.
As multi-device usage and its impact on content consumption and booking
behaviour continues to evolve, travellers are presented with more
options than ever before, leading to an extensive research and booking
path - and creating myriad opportunities for advertisers to influence
destination and purchase decisions.
In the UK, more consumers are engaging with travel content on mobile
devices than desktops, though in general, users are becoming more device
agnostic.
-
More users now engage with travel content on mobile than desktop
devices, nearly 28 million versus 25 million, respectively
-
Forty-nine percent of users engage with travel content on multiple
devices, compared to 28 percent of mobile-only users and 21 percent of
desktop-only users
-
Nearly half of smartphone owners and 63 percent of tablet owners used
their device for trip research
-
Browsers are still the primary way UK consumers access mobile travel
information (64 percent), and the total share of browser minutes
surpassed apps in most travel categories - most notably OTAs (80
percent), Airlines (72 percent) and Hotels/Resorts (72 percent)
Travel continues to be a considered and time consuming purchase, and
the average online travel booker visited travel sites more than 121
times during the 45-day path to purchase.
-
Sixty-eight percent cited an online source as the first resource used
to help decide on a destination
-
Users average more than 18 visits to travel sites per week during the
45 days prior to booking, and spend more than an hour and fifteen
minutes on desktop travel sites in the week leading up to purchase
-
By the end of the booking path, average visits per booker increased by
more than 200 percent, resulting in close to daily visits to travel
sites, on average
Destination decisions are influenced by many factors, and 54 percent
of UK online travel bookers started the research process with multiple
destinations in mind.
-
British online travel bookers are two times more likely to book an
international trip versus a domestic trip, and millennials were more
likely to consider or book trips further abroad
-
OTAs (12 percent) and search engines (12 percent) were the most common
initial online resources when deciding on a destination, while
recommendations from family and friends were the most common offline
resource (15 percent). OTAs also have the most booker engagement,
compared to other travel site categories, with 32 percent of total
visits throughout the booking path.
-
Search engines (68 percent) were used most as a resource near the
beginning of the purchase path, but dropped to only eight percent at
booking; OTAs (31 percent), airline sites (36 percent) and hotel sites
(23 percent) were leading booking tools, and also used consistently
throughout the path to purchase
The travel advertising marketplace is crowded, but full of
opportunity.
-
Thirty percent of travel bookers who were considering more than one
destination were influenced by advertising; millennials were 25
percent more likely to notice travel advertising than other age
groups, and 26 percent said advertising influenced their destination
decision
-
Forty-eight percent of online travel bookers said travel package
advertising most influenced their booking decision
-
Though travel only accounts for two percent of online display ad
impressions, 10 percent of display ads served to an online booker
during their path to purchase were travel ads, showing that targeting
is working
"Travel continues to be a complex buying decision, and one travellers
invest a significant amount of time in, as illustrated by the number of
travel site visits prior to booking," said Noah Tratt, senior global
vice president of Expedia Media Solutions. "Considering that more than
half of online travel bookers in the UK start with multiple destinations
in mind, understanding how and when decisions are influenced throughout
the path to purchase can help marketers better reach and engage British
travellers in the weeks leading up to booking."
To view the full study please visit: http://bit.ly/BritishTravelPathToPurchase
About Expedia Media Solutions
Expedia Media Solutions, the advertising arm of the Expedia group,
offers industry expertise and digital marketing solutions that allow
brands to reach, engage and influence its qualified audience of
travelers around the world. Through its vast network of leading travel
brands and global points of sale, Expedia Media Solutions provides
partners with proprietary data-driven insights about traveler behaviors
during evey stage of the purchase journey, along with dynamic
advertising solutions, to deliver strategic campaigns and measurable
results. For more information, visit www.advertising.expedia.com.
About the Expedia group
The Expedia group (NASDAQ: EXPE) is the world's largest online travel
company, with an extensive brand portfolio that includes leading online
travel brands, such as:
-
Expedia.com®,
a leading full service online travel company with localized sites in
33 countries
-
Hotels.com®,
a preeminent global lodging expert operating in more than 65 countries
and 35 languages with its award winning Hotels.com® Rewards loyalty
program
-
Orbitz
Worldwide, a global travel portfolio including Orbitz,
ebookers
and CheapTickets
brands, and business-to-business offerings including Orbitz
Partner Network and Orbitz for Business
-
Expedia®
Affiliate Network (EAN), a global B2B business that powers the
hotel business of leading airlines, top consumer brands, online travel
agencies and thousands of other partners through its API and template
solutions
-
trivago®,
a leading online hotel search with sites in 55 countries worldwide
-
HomeAway®,
a global online marketplace for the vacation rental industry, which
also includes the VRBO,
VacationRentals.com
and BedandBreakfast.com
brands, among others
-
Egencia®,
a leading corporate travel management company
-
Travelocity®,
a pioneer in online travel and a leading online travel brand in the US
and Canada
-
Hotwire®,
a leading discount travel site that offers Hot Rate® Hotels, Hot Rate®
Cars and Hot Rate® Airfares, as well as vacation packages
-
Expedia®
Media Solutions, the advertising sales division of the Expedia
group that builds media partnerships and enables brand advertisers to
target a highly-qualified audience of travel consumers
-
Wotif
Group, a leading portfolio of travel brands including Wotif.com®,
Wotif.co.nz,
lastminute.com.au®,
lastminute.co.nz
and travel.com.au®
-
Classic
Vacations®, a top luxury travel specialist
-
CarRentals.com™,
a premier online car rental booking company with localized sites in 13
countries
-
Expedia
Local Expert®, a provider of online and in-market concierge
services, activities, experiences and ground transportation in
hundreds of destinations worldwide
-
Venere.com™,
an online hotel reservation specialist in Europe
-
Expedia®
CruiseShipCenters®, a provider of exceptional value and expert
advice for travelers booking cruises and vacations through its network
of over 220 retail travel agency franchises across North America
For corporate and industry news and views, visit us at www.expediainc.com
or follow us on Twitter (News - Alert) @expediainc.
Trademarks and logos are the property of their respective owners. ©
2016 Expedia, Inc. All rights reserved. CST: 2029030-50
View source version on businesswire.com: http://www.businesswire.com/news/home/20160512005128/en/
[ Back To TMCnet.com's Homepage ]
|