Subscribe to Win!

Study shows travellers spend six weeks researching holidays before booking


New research from Expedia Group reveals the average traveller spend significant time researching their holiday plans before booking.

Travellers are consuming up to 277 pages of travel content to influence their trip.

Travellers spend an average of 303 minutes – more than five hours – over the course of 45 days researching and consuming content relating to travel prior to making their first booking, new research from Expedia shows.

According to the ‘Path to Purchase’ study from the online travel giant, which surveyed booking and digital data across multiple devices, travellers across the seven markets viewed an average of 141 separate pages, and in some cases as many as 277 pages, of travel content in the 45 days prior to booking their trip.

Nearly three in five travellers (59%) surveyed said they didn’t have a target destination in mind before they booked or were considering multiple varied destinations at the time they initially decided to take a trip.

It takes the average traveller up to 45 days to move travel from an idea to a reality.

Broken down by market, the most undecided travellers hailed from Mexico (80%) with the U.K. a close second (62%).

Data shows the frequency of page views increases in the days leading up to booking, with an average of 2.5 pages in the conceptual stages through to 25 pages on average immediately before taking the plunge and committing to a booking.

The top resources being used range from OTAs themselves (80%), search engines (61%), social media (58%), airline websites (54%) and meta travel websites (51%).

Social media was a key source of inspiration, travellers said, with 77% scouring major platforms for images and videos that might influence their decision of where to holiday.

Social media was a major influence to travel among 77% of survey respondents.

Guests preferring short-term Airbnb-style rentals (26%) said they were more likely to be swayed by advertising, with hotel guests close behind (22%).

Expedia for Business Senior Vice President and Chief Marketing Officer, Cheryl Miller, said the traveller’s path to purchase was often complex and full of twists and turns.

“This research highlights just how much thought and consideration travellers put into planning a trip in the weeks leading up to booking, as they seek to niche and refine their choices,” Miller said.

“This means there are many opportunities to connect with travellers before they make their decisions, underlining the importance of partnership, given that it’s essential to show up across multiple touchpoints and beyond your owned brand channels, as frequently as possible along this path.”

Expedia’s study was conducted in collaboration with Luth Research, who surveyed 5,713 respondents 18 years and older across seven major global markets who booked online travel in the past six months.


Click here to read the latest issue of traveltalk Click here to read the latest issue of traveltalk
Written by: Matt Lennon
Published: 26 July 2023

comments powered by Disqus