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Slides for Expedia Media Solutions webinar: Insights into the booking paths of American, British and Canadian travelers

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Slides for Expedia Media Solutions webinar: Insights into the booking paths of American, British and Canadian travelers

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This webinar by Expedia Media Solutions reveals its 2016 Path to Purchase study on the key touch points that impact decisions for travelers.

The purchase path of today's traveler is anything but linear.

Multi-device usage and its impact on content consumption and booking behavior continues to evolve, providing travelers with more options than ever before and a complex research and booking path.

What factors along this path influence their ultimate purchase decisions and how can travel marketers more effectively reach consumers at these critical points?

Expedia Media Solutions has released its latest Path to Purchase study (bit.ly/travelers-path-to-purchase), which explores these influential touch points that impact purchase decisions for American, Canadian, and British travelers.

The webinar covers:

Desktop and mobile usage trends across the purchase path
Factors influencing destination selection
Resources utilized during the pre-booking window
Advertising effectiveness by channel and purchase phase
Panelists for our webinar are:

Matthew Reichek, Global Vice President, Product & Analytics, Expedia Media Solutions
Sean O'Neill, Moderator & Editor in Chief, Tnooz
Gene Quinn, Producer & Co-founder, Tnooz
This webinar took place on Thursday, 15 December 2016.



This webinar by Expedia Media Solutions reveals its 2016 Path to Purchase study on the key touch points that impact decisions for travelers.

The purchase path of today's traveler is anything but linear.

Multi-device usage and its impact on content consumption and booking behavior continues to evolve, providing travelers with more options than ever before and a complex research and booking path.

What factors along this path influence their ultimate purchase decisions and how can travel marketers more effectively reach consumers at these critical points?

Expedia Media Solutions has released its latest Path to Purchase study (bit.ly/travelers-path-to-purchase), which explores these influential touch points that impact purchase decisions for American, Canadian, and British travelers.

The webinar covers:

Desktop and mobile usage trends across the purchase path
Factors influencing destination selection
Resources utilized during the pre-booking window
Advertising effectiveness by channel and purchase phase
Panelists for our webinar are:

Matthew Reichek, Global Vice President, Product & Analytics, Expedia Media Solutions
Sean O'Neill, Moderator & Editor in Chief, Tnooz
Gene Quinn, Producer & Co-founder, Tnooz
This webinar took place on Thursday, 15 December 2016.



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Slides for Expedia Media Solutions webinar: Insights into the booking paths of American, British and Canadian travelers

  1. 1. Webinar December 15, 2016 Traveler’s Path to Purchase
  2. 2. Your hosts Sean O’Neill Editor in Chief & Moderator Tnooz Gene Quinn Co-Founder & Producer Tnooz
  3. 3. Poll no. 1 Where are you located?
  4. 4. Poll no. 2 What travel business segment do you represent?
  5. 5. Traveler’s Path to Purchase
  6. 6. MATTHEW REICHEK Vice President, Product & Analytics Expedia 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
  7. 7. GLOBAL NETWORK & REACH Worldwide Monthly Unique Users (Millions) 34M 18M 3.5M 4.8M 9M 503K 2M304K 2.5M 41K 525K 2M 4M
  8. 8. REAL WORLD INSIGHTS Traveler Attribution Multiscreen Consumer Behaviors Path to Purchase
  9. 9. TALK TO US @ExpediaMedia #TravelersPathtoPurchase
  10. 10. METHODOLOGY Expedia Media Solutions commissioned comScore to conduct a study on travel path to purchase in the United Kingdom, United States and Canada comScore blended online travel behavioral data with data collected through a custom survey Custom Survey Qualifications Age 18+ Live in UK, US or Canada (each country required for each market being analyzed) Booked travel online within the past 6 months Survey yielded: United Kingdom: 817 total completes United States: 805 total completes Canada: 815 total completes Fielding dates: March 14 – 23, 2016 Behavioral Data Sources comScore PC Panel (2MM devices worldwide) comScore Mobile Panel (20,000 devices) comScore Multi-Platform comScore Census Tags (>1.5 trillion events monthly) Survey Statistical Reliability A sample of 800 is reliable within ±3.5% points at a 95% confidence interval A sample of 500 is reliable within ±4.4% points at a 95% confidence interval
  11. 11. 11 DIGITAL TRAVEL CONTENT CONSUMPTION TRENDS
  12. 12. 50 MILLION DIGITAL UK USERS CONSUMING 239 BILLION DIGITAL MINUTES EACH MONTH 12 258 MILLION DIGITAL US USERS CONSUMING 1.5 TRILLION DIGITAL MINUTES EACH MONTH 30 MILLION DIGITAL CANADA USERS CONSUMING 148 BILLION DIGITAL MINUTES EACH MONTH Data Source: comScore Media Metrix Multi-Platform Reporting, April 2016 data, Unique Visitors & Total Minutes.
  13. 13. 13 Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, UK, US, CA, January 2015 – April 2016 data, Total Minutes. 70% DIGITAL CANADIAN USERS CONSUME TRAVEL CONTENT MORE THAN 60% DIGITAL US USERS CONSUME TRAVEL CONTENT 75% DIGITAL UK USERS CONSUME TRAVEL CONTENT
  14. 14. 806 MILLION MINUTES SPENT ON DIGITAL TRAVEL CONTENT IN CANADA 18% INCREASE YEAR OVER YEAR 14 Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, UK, US, CA, January 2015 – April 2016 data, Total Minutes. 8.7 BILLION MINUTES SPENT ON DIGITAL TRAVEL CONTENT IN THE US 41% INCREASE YEAR OVER YEAR 2.4 BILLION MINUTES SPENT ON DIGITAL TRAVEL CONTENT IN THE UK 44% INCREASE YEAR OVER YEAR
  15. 15. 15Source: comScore Media Metrix & Mobile Metrix Media Trend Reporting, UK, February 2015-February 2016 data; US, January 2015- April 2016 data; CA, April 2015-April 2016 data, Reach of Travel from each Platform to Total Digital Unique Visitors 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 THE ONLINE TRAVEL AUDIENCE IS BIG & BECOMING MORE MOBILE
  16. 16. 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 Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, UK, US, CA, April 2015-April 2016 data, Share of Total Digital Travel Users. DESKTOP USAGE BY DIGITAL TRAVELERS SHRINKING IN FAVOR OF MOBILE & MULTI-DEVICE MULTI-DEVICE DESKTOP ONLY
  17. 17. Poll no. 3 What does your device strategy include?
  18. 18. 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 Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, UK, January 2015 – May 2016 data, Total Minutes. MORE MINUTES STILL SPENT ENGAGING WITH TRAVEL CONTENT ON DESKTOP BUT MOBILE IS TRENDING UPWARDS MM
  19. 19. 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 Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, US, January 2015 – April 2016 data, Total Minutes. MORE MINUTES ARE SPENT ENGAGING WITH TRAVEL CONTENT ON MOBILE DEVICES THAN ON DESKTOP MM
  20. 20. 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 Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, CA, January 2015 – May 2016 data, Total Minutes. MORE MINUTES ARE STILL SPENT ENGAGING WITH TRAVEL CONTENT ON DESKTOP THAN ON MOBILE MM
  21. 21. 21Data Source: comScore Mobile Metrix Reporting, UK, February 2016 data; US, April 2016; CA, April 2016; Total Minutes, Travel Category Cut by Access Method (Application versus Browser) APPLICATION BROWSER BROWSERS ARE STILL THE PRIMARY WAY MOBILE TRAVEL INFORMATION IS ACCESSED ACROSS DEVICES 26% 74% Total Travel Category (All Platforms) 36% 64% 0% 20% 40% 60% 80% 100% Total Travel Category (All Platforms) BROWSER APPLICATION 63% 37% Total Travel Category (All Platforms)
  22. 22. 22 BROWSER BROWSERS ARE STILL PRIMARILY USED ON TABLETS TO ACCESS MOBILE TRAVEL INFORMATION APPLICATION Data Source: comScore Mobile Metrix Reporting, UK, February 2016 data; US, April 2016 data; CA, April 2016 data; Total Minutes, Travel Category Cut by Access Method (Application versus Browser) 90% 10% 30% 70% 91% 9% 62% 38% 92% 8% 53% 47%
  23. 23. 23 INFLUENCERS THROUGHOUT THE TRAVEL BOOKING PATH
  24. 24. 24 Number of visits to travel sites made by bookers 45 days before booking: 121 Data Source: comScore UK, US and CA Desktop Panel, Custom Path to Booking Visitation Analysis, Weekly Visits per User, Dec ’15 – Feb ’16. Average Travel Site Visits per Week (Number of travel sites visited per week by the average segment member, Oct’15-Feb’16 aggregate) ONLINE BOOKERS INCREASINGLY ENGAGE WITH TRAVEL CONTENT IN THE WEEKS LEADING UP TO PURCHASE - 5.0 10.0 15.0 20.0 25.0 30.0 35.0 Week 6 before Week 5 before Week 4 before Week 3 before Week 2 before Week 1 before Week of booking Average Travel Site Visits per Week (Number of travel sites visited per week, Dec’15-Feb’16 aggregate) 140 161
  25. 25. Poll no. 4 Which channels do you push your content through? (select all that apply)
  26. 26. 2.5 7.4 6.8 9.2 4.9 2.5 8.3 7.3 9.9 3.7 3.6 4.9 6.9 6.2 4.8 2626 Average Visits to Travel Categories per Week (Average visits per booker to sites within each travel category, aggregate by week) 4 Weeks Out Data Source: comScore UK Desktop Panel, December 2015-February 2016; US, December 2015-February 2016; CA, December 2015-February 2016; Custom Travel Booker Audience Segment 5 Weeks Out 2.6 7.0 6.5 8.4 5.1 2.6 7.7 6.9 9.1 3.0 3.4 5.1 6.9 5.1 5.3 6 Weeks Out 2.2 5.5 4.7 5.9 4.0 2.2 6.1 5.1 6.4 2.5 3.0 4.7 4.8 3.9 4.7 DMO Hotels & Resorts AirlinesOTAs Travel Information DMO Hotels & Resorts AirlinesOTAs Travel Information DMO Hotels & Resorts AirlinesOTAs Travel Information ONLINE TRAVEL BOOKERS INCREASINGLY ENGAGE WITH TRAVEL CONTENT THROUGHOUT THE WEEKS PRECEDING A BOOKING EVENT
  27. 27. 2.6 6.7 6.9 8.4 5.5 2.6 7.3 7.2 9.1 3.2 3.8 6.8 8.8 7.9 10.0 2727 Average Visits to Travel Categories per Week (Average visits per booker to sites within each travel category, aggregate by week) 2 Weeks Out Data Source: comScore UK Desktop Panel, December 2015-February 2016; US, December 2015-February 2016; CA, December 2015-February 2016; Custom Travel Booker Audience Segment 3 Weeks Out 2.9 7.0 7.0 8.8 5.3 3.1 7.6 7.6 9.5 3.6 3.1 4.6 7.2 5.8 5.2 DMO Hotels & Resorts AirlinesOTAs Travel Information DMO Hotels & Resorts AirlinesOTAs Travel Information ONLINE TRAVEL BOOKERS INCREASINGLY ENGAGE WITH TRAVEL CONTENT THROUGHOUT THE WEEKS PRECEDING A BOOKING EVENT
  28. 28. 2.6 6.5 7.3 8.5 5.3 2.6 6.9 7.6 9.2 2.9 3.5 6.4 10.0 6.7 5.9 28 ONLINE TRAVEL BOOKERS INCREASINGLY ENGAGE WITH TRAVEL CONTENT THROUGHOUT THE WEEKS PRECEDING A BOOKING EVENT 28 Average Visits to Travel Categories per Week (Average visits per booker to sites within each travel category, aggregate by week) Week of Booking 2.7 6.2 7.5 8.2 5.9 2.7 6.5 7.8 8.3 3.3 3.2 6.4 8.4 7.7 8.7 Data Source: comScore UK Desktop Panel, December 2015-February 2016; US, December 2015-February 2016; CA, December 2015-February 2016; Custom Travel Booker Audience Segment 1 Week Out DMO Hotels & Resorts AirlinesOTAs Travel Information DMO Hotels & Resorts AirlinesOTAs Travel Information
  29. 29. 33… 21% 17% 15% 10% 2%3% OTA Travel Information Accomodations Airline Ground/Rail/Auto/Bus DMO Other 33% 26% 17% 13% 4% 3% 4% OTAS HAVE THE MOST ENGAGEMENT OF TRAVEL SITE CATEGORIES THROUGHOUT BOOKING PATH 29 32% 21% 16% 15% 9% 2% 5% Total Visits Share Throughout 45 Day Path to Booking Data Source: comScore UK, US, CA Desktop Panels, Custom Path to Booking Visitation Analysis, Share of Total Visits, Online Travel Booker Segment: Dec ’15 – Feb ’16 OTA OTA OTA
  30. 30. SEARCH ENGINES & FAMILY/FRIENDS MOST USED AT THE BEGINNING OF TRIP PLANNING Data Source: comScore Survey, WHENRESOURCEUK. TOP 5 - WHEN DID YOU USE EACH RESOURCE FOR THE RECENT BOOKING OF YOUR TRIP?, Among UK Online Travel Buyers Who Used Each Resource (n=14*-202) *Caution: small sample size (n=30-50), Friend / family recommendations Right before booking and Used to book, Search engines Used to book; Among US Online Travel Bookers Who Used Each Resource (n=193-296); Among CA Online Travel Bookers Who Used Each Resource (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% Search engines Friend / family Recs OTAs Airline Sites Hotel Sites When I First Started – Inspiration
  31. 31. SHARE SHIFTS BETWEEN SOURCES OF INFLUENCE AS TRAVELERS RESEARCH & NARROW OPTIONS 31 Data Source: comScore Survey, WHENRESOURCEUK. TOP 5 - WHEN DID YOU USE EACH RESOURCE FOR THE RECENT BOOKING OF YOUR TRIP?, Among UK Online Travel Buyers Who Used Each Resource (n=14*-202) *Caution: small sample size (n=30-50), Friend / family recommendations Right before booking and Used to book, Search engines Used to book; Among US Online Travel Bookers Who Used Each Resource (n=193-296); Among CA Online Travel Bookers Who Used Each Resource (n=246-314) 31% 27% 42% 32% 43% 33% 25% 39% 28% 37%39% 34% 37% 29% 39% 0% 20% 40% 60% 80% 100% Search engines Friend / family Recs OTAs Airline Sites Hotel Sites When I Was Narrowing Options – Research
  32. 32. SEARCH ENGINES AND FRIENDS/FAMILY DECREASE IN USAGE DURING CONSIDERATION 32 Data Source: comScore Survey, WHENRESOURCEUK. TOP 5 - WHEN DID YOU USE EACH RESOURCE FOR THE RECENT BOOKING OF YOUR TRIP?, Among UK Online Travel Buyers Who Used Each Resource (n=14*-202) *Caution: small sample size (n=30-50), Friend / family recommendations Right before booking and Used to book, Search engines Used to book; Among US Online Travel Bookers Who Used Each Resource (n=193-296); Among CA Online Travel Bookers Who Used Each Resource (n=246-314) 18% 16% 31% 26% 27% 23% 24% 29% 26% 33% 21% 18% 29% 28% 30% 0% 20% 40% 60% 80% 100% Search engines Friend / family Recs OTAs Airline Sites Hotel Sites Right Before Booking – Consideration
  33. 33. OTA, HOTEL AND AIRLINE SITE USAGE CONSISTENT THROUGHOUT THE PURCHASE PATH 33 Data Source: comScore Survey, WHENRESOURCEUK. TOP 5 - WHEN DID YOU USE EACH RESOURCE FOR THE RECENT BOOKING OF YOUR TRIP?, Among UK Online Travel Buyers Who Used Each Resource (n=14*-202) *Caution: small sample size (n=30-50), Friend / family recommendations Right before booking and Used to book, Search engines Used to book; Among US Online Travel Bookers Who Used Each Resource (n=193-296); Among CA Online Travel Bookers Who Used Each Resource (n=246-314) 8% 5% 31% 36% 23% 8% 7% 42% 48% 36% 5% 6% 33% 40% 21% 0% 20% 40% 60% 80% 100% Search engines Friend / family Recs OTAs Airline Sites Hotel Sites Used to Book – Conversion
  34. 34. 34 THOSE USING SOCIAL MEDIA TEND TO ENGAGE MORE IN THE BEGINNING OF THE PURCHASE PATH Data source: comScore Survey, SOCIALWHEN. WHEN DID YOU PERFORM THE FOLLOWING ACTIVITIES USING SOCIAL MEDIA FOR YOUR RECENTLY BOOKED TRIP?, Among US, CA, and UK Online Travel Bookers Who Used Social Media (n=260) 11% OF ONLINE TRAVEL BOOKERS ACROSS ALL THREE MARKETS USE SOCIAL MEDIA IN THEIR TRAVEL RESEARCH PROCESS How & When the 11% Use Social Media
  35. 35. 35 DESTINATION DECISION INFLUENCERS
  36. 36. 36 46% 54% Data Source: comScore Survey, , DESTINATIONS. PRIOR TO DECIDING ON YOUR FINAL DESTINATION, HOW MANY OTHER DESTINATIONS DID YOU CONSIDER VISITING?, Among Total UK Online Travel Buyers (n=817); Among Total U.S. Online Travel Bookers (n=805), Among Total CA Online Travel Bookers (n=815) 65% 35% 1 Destination Considered 2+ Destination Considered NUMBER OF DESTINATIONS CONSIDERED 48% 52%
  37. 37. 61%13% 12% 7% 3% 2% 2% Europe Asia Latin America US Africa Australia& New Zealand Canada REGIONS TRAVEL BOOKERS RESEARCH MOST 37 33% 26% 18% 11% 7% 3%2% Europe Latin America Asia US Canada Africa Australia & New Zealand Data Source: comScore UK, US, CA Desktop Panels, Custom Path to Booking Visitation Analysis Using comScore Proximic Categorization, Total Travel Pages Across 45 Day Booking Path, Online Travel Booker Segment: December 2015-February 2016. 31% 27% 14% 11% 9% 5% 3% United States Europe Latin America Asia Africa Canada Australia & New Zealand
  38. 38. 38 OTAS WERE THE MOST INFLUENTIAL ONLINE RESOURCE IN BOOKERS’ DESTINATION DECISIONS Data Source: comScore Survey, INFLUENTIALRESOURCEUK. MOST INFLUENTIAL - PLEASE RANK THE TOP THREE RESOURCES THAT INFLUENCED YOUR DESTINATION DECISION. Among UK Online Travel Buyers Who Used Resources (n=780). <3%: Offline travel agency, social media, my company’s travel site, ground transportation/cruise sites, travel books/magazines, aggregator sites, blogs, online travel videos, live TV shows, deal buying sites, home rental sites, destination’s call centre, rental car sites, other; Among US Online Travel Bookers Who Used Resources (n=758). <3%: Social media, online travel guide sites, car rental sites, deal buying sites, home rental sites, ground transportation/cruise sites, offline travel agency, online travel videos, destination’s call center, my company’s travel site, live TV shows, blogs; Among CA Online Travel Bookers Who Used Resources (n=778). ≤3%: Online travel guide sites, offline travel agency, travel books/magazines, deal buying sites, social media, destination’s call center, blogs, ground transportation/cruise sites, rental car sites, home rental sites, online travel videos, my company’s travel site, live TV shows, other 15% 18% 11% 9% 8% 6% 5% 17% 14% 7% 16% 12% 4% 3% 18% 19% 8% 14% 6% 5% 5% Friend/family recommendations OTAs Search engines Airline sites Hotel sites Travel info sites Search engine travel sites
  39. 39. 39 IMPACT OF ADVERTISING ON TRAVEL BOOKING DECISIONS
  40. 40. 40 OF TRAVEL BOOKERS WERE INFLUENCED BY ADVERTISING WHEN CONSIDERING MORE THAN ONE LOCATION Data Source: comScore Survey, DESTINATIONAD. Did any advertising (via online banners, online videos, TV, radio, magazines, etc.) influence your decision to visit [specific destination]? Among UK Online Travel Buyers Who Considered More than One Destination (n=817); Among Total US Online Travel Bookers Who Considered More than One Destination (n=253); Among Total CA Online Travel Bookers Who Considered More than One Destination (n=425) 30% 27% 38% ADVERTISING CAN INFLUENCE TRAVELER DESTINATION DECISIONS
  41. 41. 41Data Source: comScore Survey, ADAWARE. DID YOU NOTICE ANY ADVERTISING RELATED TO THE FOLLOWING SERVICES WHILE YOU WERE SHOPPING FOR OR BOOKING YOUR TRAVEL?, Among Total UK Online Travel Bookers (n=817); Among Total US Online Travel Bookers (n=805); Among Total CA Online Travel Bookers (n=815) 47% 64% 59% OF TRAVEL BOOKERS RECALLED SEEING A TRAVEL AD WHILE SHOPPING FOR OR BOOKING TRAVEL TRAVEL BOOKERS NOTICE TRAVEL ADVERTISING
  42. 42. 42 57% 21% 66% 19% 63% 20% 49% 30% 66% 19% When I First Started When I Was Narrowing Options Right Before Booking Hotel Air Travel Travel package Car rental Cruise Data Source: comScore Survey, ADNOTICE. WHEN DID YOU NOTICE ADVERTISING RELATED TO EACH TRAVEL SERVICE? Among All Online Travel Buyers Who Noticed Ads for Each Service (n=371-944), US (n=112-245), UK (n=119-345), CA (n=140-354) LARGEST POTENTIAL FOR ADVERTISING IMPACT DURING INITIAL STAGES OF TRAVEL BOOKING PATH
  43. 43. Poll no. 5 Where does the majority of your advertising spend go?
  44. 44. Data Sources: Total Impressions Volume Metric: Data Source: comScore UK, US, CA Desktop Panels, Custom Path to Booking Ad Impression Analysis, Travel Booker Segment, Total Ad Impressions in 45 Travel Path to Booking, Dec ’15 – Feb ’16 Booking Time Period. Average Recall Rate: comScore Survey, ADNOTICE. WHEN DID YOU NOTICE ADVERTISING RELATED TO EACH TRAVEL SERVICE? Among UK (n = 141-360), US (n=364), CA (n=524) Online Travel Buyers Who Noticed Ads for Each Service 44 AS TRAVEL AD IMPRESSIONS INCREASE, BOOKERS RECALL FEWER ADS 0 20000 40000 60000 80000 100000 120000 140000 160000 When I first started When I was narrowing options Right before booking Average Number of Weekly Impressions Average Recall Rate 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 54% 32% 18% 66% 51% 29% 73% 54% 34%
  45. 45. 45 EXAMPLE: AMERICAN TRAVELER PATH TO PURCHASE
  46. 46. 46 Day 44 • GOOGLE.COM (2 Pages) • AVISTAUTILITIES.COM (6 Pages) • I-DOXS.NET (4 Pages) • GOOGLE.COM (2 Pages) • MYMEALTIME.COM (6 Pages) • GOOGLE.COM (5 Pages) • SHOPZILLA.COM (3 Pages) • BACKCOUNTRY.COM (5 Pages) • PROBOARDSHOP.COM (2 Pages) • GOOGLE.COM (5 Pages) • HELLYHANSEN.COM (6 Pages) • THENORTHFACE.COM (4 Pages) • REI.COM (2 Pages) • OVERSTOCK.COM (5 Pages) • WESTMARINE.COM (4 Pages) • CRUISINGWORLD.COM • GOOGLE.COM (6 Pages) • FACEBOOK.COM • ANGIESLIST.COM • GOOGLE.COM (6 Pages) • INTELIUS.COM • ELENDERSOLUTIONS.COM (9 Pages) • MT.GOV (6 Pages) • JOBRAPIDO.COM (2 Pages) • PARAGONRELS.COM (12 Pages) • Travel Information (4 Pages) ACTUAL ONLINE TRAVEL PACKAGE BOOKER PATH LEADING UP TO BOOKING EVENT Actual purchase path of a travel package booker (desktop in teal, mobile in red) Day 43 • PARAGONRELS.COM (17 Pages) • GOOGLE.COM • GROUPON.COM (11 Pages) • GOOGLE.COM • BING.COM (3 Pages) • SECUREDSHOPGATE.COM (2 Pages) • GOOGLE.COM • PARAGONRELS.COM (29 Pages) Day 42 • GOOGLE.COM • CAPITALONE.COM (19 Pages) • NCTV.COM • PARAGONRELS.COM (53 Pages) • DISH.COM • DISHNETWORK.COM • AVISTAUTILITIES.COM (2 Pages) • AMAZON.COM • GOOGLE.COM (2 Pages) • AMAZON.COM (26 Pages) • GOOGLE.COM (2 Pages) • AMAZON.COM • GOOGLE.COM (3 Pages) • GMFINANCIAL.COM (4 Pages) • SPEEDPAY.COM (2 Pages) • GOOGLE.COM (2 Pages) • THENORTHFACE.COM • MOOSEJAW.COM (19 Pages) • EVYY.NET • SOLIDIFI.COM (10 Pages) Day 41START
  47. 47. 47 Day 36 • GOOGLE.COM (3 Pages) • MTB.COM (2 Pages) • FNFISMD.COM (12 Pages) • SOLIDIFI.COM (8 Pages) • ORBITZ.COM (19 Pages) • GOOGLE.COM • PARAGONRELS.COM (23 Pages) • GOOGLE.COM • PARAGONRELS.COM (26 Pages) • ELENDERSOLUTIONS.COM (5 Pages) Day 35 • GOOGLE.COM (2 Pages) • AMAZON.COM (5 Pages) • GOOGLE.COM • PARAGONRELS.COM (24 Pages) • ELENDERSOLUTIONS.COM (8 Pages) • GOOGLE.COM • EMORTGAGELOGIC.COM • AMAZON.COM • GOOGLE.COM • AMAZON.COM (3 Pages) • ELENDERSOLUTIONS.COM (5 Pages) • GOOGLE.COM • PARAGONRELS.COM (59 Pages) • GOOGLE.COM (3 Pages) • MOOSEJAW.COM (10 Pages) • UPS.COM (3 Pages) • GOOGLE.COM • MOUNTAINWESTBANK.COM • NETTELLER.COM (7 Pages) • GOOGLE.COM (3 Pages) • GOVERNMAX.COM (8 Pages) • FLEXMLS.COM (45 Pages) • GOOGLE.COM (2 Pages) • USPS.COM • GOOGLE.COM Day 34 • MYMEALTIME.COM (3 Pages) • MSN.COM • BING.COM • VERIZONWIRELESS.COM (5 Pages) • VERIZONWIRELESS.COM (6 Pages) • GOOGLE.COM • MSN.COM (0 Pages) • GOOGLE.COM (2 Pages) • PARAGONRELS.COM (8 Pages) • GOOGLE.COM (2 Pages) • PARAGONRELS.COM (20 Pages) • GOOGLE.COM (2 Pages) • GOVERNMAX.COM (11 Pages) • FLEXMLS.COM (15 Pages) Day 37 • GOOGLE.COM (2 Pages) • PARAGONRELS.COM (82 Pages) • ELENDERSOLUTIONS.COM (8 Pages) • GOOGLE.COM (2 Pages) • ELENDERSOLUTIONS.COM (2 Pages) • GOOGLE.COM (2 Pages) • PARAGONRELS.COM (33 Pages) Day 38 • SURVEYSANDPROMOTION SONLINE.COM (9 Pages) • SRCHSELECTFLOW.COM • GOOGLE.COM (3 Pages) • AMAZON.COM (4 Pages) • SOLIDIFI.COM (12 Pages) ACTUAL ONLINE TRAVEL PACKAGE BOOKER PATH LEADING UP TO BOOKING EVENT Actual purchase path of a travel package booker (desktop in teal, mobile in red)
  48. 48. 48 Day 31 • PARAGONRELS.COM (9 Pages) • AMAZON.COM (3 Pages) • GOOGLE.COM (5 Pages) • YTRAVELBLOG.COM • PARAGONRELS.COM (66 Pages) • GOOGLE.COM • PARAGONRELS.COM (76 Pages) • EMORTGAGELOGIC.COM (2 Pages) • GOOGLE.COM (3 Pages) • PARAGONRELS.COM (36 Pages) • GOOGLE.COM (4 Pages) • IRS.GOV (15 Pages) Day 30 • SURVEYSANDPROMOTIONSONLINE.COM (7 Pages) • GOOGLE.COM (2 Pages) • GOVERNMAX.COM (8 Pages) • PARAGONRELS.COM (19 Pages) • EMORTGAGELOGIC.COM (2 Pages) • GOOGLE.COM (2 Pages) • HEALTHCARE.GOV (9 Pages) • BING.COM • YOURHEALTHIDAHO.ORG (2 Pages) • FLEXMLS.COM (8 Pages) • GOOGLE.COM • FLEXMLS.COM (39 Pages) • PARAGONRELS.COM (5 Pages) • FLEXMLS.COM (26 Pages) • PARAGONRELS.COM (5 Pages) Day 29 • GOOGLE.COM (2 Pages) • ACTIVE.COM (3 Pages) • GOOGLE.COM • ORBITZ.COM (4 Pages) • GOOGLE.COM (8 Pages) • MSN.COM • Travel Information Day 32 • GOOGLE.COM (2 Pages) • BING.COM • GOOGLE.COM (1Pages) • PLANEFINDER.NET (4 Pages) • GLOBALGOLF.COM (12 Pages) • RETAILMENOT.COM • KLM.COM (3 Pages) • GUINNESS-STOREHOUSE.COM (2 Pages) • FLEXMLS.COM (26 Pages) • GOOGLE.COM • ACTIVE.COM • PARAGONRELS.COM (4 Pages) • PARAGONRELS.COM (12 Pages) • FORSALEBYOWNER.COM (2 Pages) • GOOGLE.COM • FORSALEBYOWNERBOOKERSGUIDE.COM • FLEXMLS.COM (23 Pages) • SOLIDIFI.COM (9 Pages) • GOOGLE.COM • TRIPADVISOR.COM (5 Pages) • GOOGLE.COM (3 Pages) • LONELYPLANET.COM • GOOGLE.COM • PARAGONRELS.COM (6 Pages) • GOOGLE.COM (2 Pages) • ZILLOW.COM (3 Pages) • FLEXMLS.COM (62 Pages) Day 33 ACTUAL ONLINE TRAVEL PACKAGE BOOKER PATH LEADING UP TO BOOKING EVENT Actual purchase path of a travel package booker (desktop in teal, mobile in red)
  49. 49. 49 Day 22 • GOOGLE.COM • PARAGONRELS.COM (73 Pages) • FLEXMLS.COM (26 Pages) • GOOGLE.COM • PARAGONRELS.COM (27 Pages) • GOOGLE.COM • ALAMODE.COM (14 Pages) • GOOGLE.COM • GOVERNMAX.COM (4 Pages) • FLEXMLS.COM (9 Pages) Day 21 • CREDITONEBANK.COM (6 Pages) • GOOGLE.COM (3 Pages) • FITZPATRICKCASTLE.COM (3 Pages) • GOOGLE.COM • KILRONANCASTLE.IE (4 Pages) • GOOGLE.COM • PARAGONRELS.COM (7 Pages) • FLEXMLS.COM (42 Pages) • SPARKPLATFORM.COM (0 Pages) • FLEXMLS.COM (51 Pages) • MSN.COM (2 Pages) • MICROSOFT.COM • MSN.COM (2 Pages) Day 20 • GOOGLE.COM (3 Pages) • MENSFITNESS.COM • CROSSFIT.COM (2 Pages) • GOOGLE.COM (3 Pages) • CLIPART.ME (4 Pages) • GOOGLE.COM (2 Pages) • ARBITERSPORTS.COM (18 Pages) • GOOGLE.COM (4 Pages) • SKYWEST.COM (2 Pages) • KLM.COM (4 Pages) • DELTA.COM (21 Pages) Day 23 • FLEXMLS.COM (5 Pages) • GOOGLE.COM • GOVERNMAX.COM (5 Pages) • USSAILING.ORG • WESTMARINE.COM (11 Pages) • GOOGLE.COM (2 Pages) • WESTMARINE.COM (5 Pages) • AMAZON.COM (9 Pages) • GOOGLE.COM (2 Pages) • YOUTUBE.COM (9 Pages) • GOOGLE.COM (2 Pages) • MSN.COM • BING.COM • GOOGLE.COM • YOUTUBE.COM • AMAZON.COM • GOOGLE.COM (4 Pages) • YOUTUBE.COM (20 Pages) • GOOGLE.COM • HELLYHANSEN.COM • GOOGLE.COM (3 Pages) • MOOSEJAW.COM (17 Pages) • GOOGLE.COM • PARAGONRELS.COM (25 Pages) • FLEXMLS.COM (75 Pages) • GOOGLE.COM Day 24 • PARAGONRELS.COM (63 Pages) • MICROSOFT.COM • GOOGLE.COM (3 Pages) • YOUTUBE.COM (40 Pages) • GOOGLE.COM (8 Pages) • PANZOID.COM (2 Pages) • GOOGLE.COM (8 Pages) • LIVE.COM (3 Pages) • AGAR.IO • TOTALJERKFACE.COM • YOUTUBE.COM • GOOGLE.COM (6 Pages) • BLOGSPOT.COM • FACEBOOK.COM (2 Pages) • HELLYHANSEN.COM • MOUNTAINWESTBANK.COM • NETTELLER.COM (5 Pages) • GOOGLE.COM • YOUTUBE.COM (19 Pages) • FLEXMLS.COM (120 Pages) • GOOGLE.COM • Travel Information ACTUAL ONLINE TRAVEL PACKAGE BOOKER PATH LEADING UP TO BOOKING EVENT Actual purchase path of a travel package booker (desktop in teal, mobile in red)
  50. 50. 50 Day 12 • AUDIBLE.COM (0 Pages) • GOOGLE.COM (1 Pages) • PARAGONRELS.COM (140 Pages) Day 11 • GOOGLE.COM (1 Pages) • PARAGONRELS.COM (70 Pages) • GOOGLE.COM (1 Pages) • ZILLOW.COM (1 Pages) • PARAGONRELS.COM (10 Pages) • PARAGONRELS.COM (10 Pages) • GOOGLE.COM (2 Pages) • MOOSEJAW.COM (32 Pages) • GOOGLE.COM (3 Pages) • HELLYHANSEN.COM (3 Pages) • AMAZON.COM (1 Pages) • AMAZON.COM (4 Pages) • PATAGONIA.COM (3 Pages) • INSTAGRAM.COM (1 Pages) • MOOSEJAW.COM (4 Pages) Day 18 • TOTALJERKFACE.COM (1 Pages) • CENTRUM.COM (1 Pages) • YOUTUBE.COM (7 Pages) Day 19 • ARBITERSPORTS.COM (21 Pages) • ARBITERSPORTS.COM (16 Pages) • INSPECTLET.COM (1 Pages) ACTUAL ONLINE TRAVEL PACKAGE BOOKER PATH LEADING UP TO BOOKING EVENT • YOUTUBE.COM (24 Pages) • GOOGLE.COM (3 Pages) • TOURFACTORY.COM (2 Pages) • ZILLOW.COM • PARAGONRELS.COM (27 Pages) • MSN.COM • GOOGLE.COM • PARAGONRELS.COM (8 Pages) • FLEXMLS.COM (55 Pages) • GOOGLE.COM (7 Pages) • EVENTBRITE.COM (4 Pages) • GOOGLE.COM (3 Pages) • ZILLOW.COM CONTINUEDà Day 10 Actual purchase path of a travel package booker (desktop in teal, mobile in red)
  51. 51. Day 10 51 Day 8 • GOOGLE.COM • PARAGONRELS.COM (12 Pages) • GOOGLE.COM • YOUTUBE.COM (16 Pages) • GOOGLE.COM (9 Pages) • PICMONKEY.COM (3 Pages) • PANZOID.COM (2 Pages) • GOOGLE.COM • PARAGONRELS.COM (51 Pages) • ELENDERSOLUTIONS.COM (15 Pages) • MSN.COM • GOOGLE.COM (5 Pages) • TRAVLYNX.COM (6 Pages) • GOOGLE.COM • FACEBOOK.COM • GOOGLE.COM • MSN.COM • ELENDERSOLUTIONS.COM (4 Pages) • GOOGLE.COM • PARAGONRELS.COM (12 Pages) • GOOGLE.COM • BING.COM • GROUPON.COM (7 Pages) • SAVE70.COM • ELENDERSOLUTIONS.COM (2 Pages) Day 9 • GOOGLE.COM (2 Pages) • ORBITZ.COM (10 Pages) • GROUPON.COM (7 Pages) • PARAGONRELS.COM (31 Pages) • GOOGLE.COM • PARAGONRELS.COM (11 Pages) • SOLIDIFI.COM (5 Pages) • FLEXMLS.COM (22 Pages) • ALLEGIANTAIR.COM (11 Pages) • GOOGLE.COM (4 Pages) • ALLEGIANTDEALS.COM (4 Pages) • HELLOBC.COM (4 Pages) • CANADA-BOOKNOW.COM (5 Pages) • PRESTIGEHOTELSANDRESORTS.COM • TRAVLYNX.COM (3 Pages) • SCHOOLOGY.COM (5 Pages) • GOOGLE.COM • SOLIDIFI.COM (7 Pages) à CONTINUED • AIRPR.COM • OWNERS.COM (2 Pages) • GOOGLE.COM • AVISTAUTILITIES.COM (4 Pages) • I-DOXS.NET (3 Pages) • GMFINANCIAL.COM (4 Pages) • SPEEDPAY.COM (4 Pages) • CAPITALONE.COM (14 Pages) • LYRICSFREAK.COM • AMAZON.COM (12 Pages) • EBAY.COM (11 Pages) • GOOGLE.COM Day 11 • GOOGLE.COM • PARAGONRELS.COM (70 Pages) • GOOGLE.COM • ZILLOW.COM • PARAGONRELS.COM (20 Pages) • GOOGLE.COM (2 Pages) • MOOSEJAW.COM (32 Pages) • GOOGLE.COM (3 Pages) • HELLYHANSEN.COM (3 Pages) • AMAZON.COM (5 Pages) • PATAGONIA.COM (3 Pages) • INSTAGRAM.COM • MOOSEJAW.COM (4 Pages) ACTUAL ONLINE TRAVEL PACKAGE BOOKER PATH LEADING UP TO BOOKING EVENT Actual purchase path of a travel package booker (desktop in teal, mobile in red)
  52. 52. • EXPEDIA.COM (12 Pages) • ORBITZ.COM (19 Pages) • AIRFAREWATCHDOG.COM • ARBITERSPORTS.COM (15 Pages) • GOOGLE.COM • ORBITZ.COM (19 Pages) • AIRBNB.COM (8 Pages) • GOOGLE.COM • INTENTMEDIA.NET • ORBITZ.COM (26 Pages) • GOOGLE.COM (3 Pages) • PARAGONRELS.COM (49 Pages) • GARDENWEB.COM • GOOGLE.COM (3 Pages) • HOUZZ.COM (4 Pages) • CROSSFIT.COM (3 Pages) • GOOGLE.COM (10 Pages) • TRAVELCHANNEL.COM • LONELYPLANET.COM • GOOGLE.COM (2 Pages) • USATODAY.COM (2 Pages) • CHEAPCARIBBEAN.COM (7 Pages) • GOOGLE.COM • TRIPADVISOR.COM (2 Pages) • GOOGLE.COM (3 Pages) • ORBITZ.COM (24 Pages) • GOOGLE.COM (7 Pages) • TRIPADVISOR.COM (3 Pages) • AIRBNB.COM (2 Pages) • AIRFAREWATCHDOG.COM (2 Pages) • GOOGLE.COM (2 Pages) • TRAVELMATH.COM • ORBITZ.COM (6 Pages) • PARAGONRELS.COM (19 Pages) • ORBITZ.COM (44 Pages) • Travel Information 52 DAY 4 • GOOGLE.COM • PARAGONRELS.COM (32 Pages) • ORBITZ.COM (16 Pages) • GOOGLE.COM • ORBITZ.COM (4 Pages) • DUNHILLTRAVELDEALS.COM • ORBITZ.COM (43 Pages) • GOOGLE.COM (2 Pages) • TRIPADVISOR.COM (2 Pages) • ORBITZ.COM (25 Pages) • GOOGLE.COM • CHEAPCARIBBEAN.COM (13 Pages) • GOOGLE.COM • GROUPON.COM (2 Pages) • Travel Information (4 Pages) DAY 3DAY 6 • MSN.COM • ELENDERSOLUTIONS.COM (4 Pages) • GOOGLE.COM • PARAGONRELS.COM (19 Pages) • GOOGLE.COM • PARAGONRELS.COM (36 Pages) • GOOGLE.COM • PARAGONRELS.COM (16 Pages) • GOOGLE.COM (2 Pages) • PARAGONRELS.COM (30 Pages) • GOOGLE.COM • SOLIDIFI.COM (11 Pages) • BING.COM • MICROSOFT.COM (2 Pages) • Travel Information (3 Pages) • GROUPON.COM (2 Pages) • GOOGLE.COM (2 Pages) • MSN.COM • ELENDERSOLUTIONS.COM (4 Pages) • ORBITZ.COM (41 Pages) • PARAGONRELS.COM (6 Pages) • AIRFAREWATCHDOG.COM (2 Pages) • GOOGLE.COM (2 Pages) • SOUTHWEST.COM (6 Pages) • GROUPON.COM (3 Pages) • GOOGLE.COM • MSN.COM • ELENDERSOLUTIONS.COM (5 Pages) • BING.COM • MSN.COM • ELENDERSOLUTIONS.COM (5 Pages) • GOOGLE.COM • PARAGONRELS.COM (15 Pages) • AIRFAREWATCHDOG.COM (2 Pages) • EXPEDIA.COM • JUSTFLY.COM • JUSTAIRTICKET.COM DAY 7 ACTUAL ONLINE TRAVEL PACKAGE BOOKER PATH LEADING UP TO BOOKING EVENT Actual purchase path of a travel package booker (desktop in teal, mobile in red)
  53. 53. 53 • GOOGLE.COM • PARAGONRELS.COM (20 Pages) • GOOGLE.COM (3 Pages) • PARAGONRELS.COM (75 Pages) • ALLWOMENSTALK.COM • GOOGLE.COM • ORBITZ.COM (17 Pages) • GOOGLE.COM • PARAGONRELS.COM (11 Pages) • ORBITZ.COM (13 Pages) • GOOGLE.COM (12 Pages) • ARCGIS.COM (0 Pages) • TRIPADVISOR.COM • ORBITZ.COM (9 Pages) • GOOGLE.COM (7 Pages) • TRIPADVISOR.CO.UK (6 Pages) • ORBITZ.COM • VENERE.COM • OYSTER.COM (3 Pages) • GOOGLE.COM • STATE.GOV (3 Pages) • GOOGLE.COM • STATE.GOV (2 Pages) • GOOGLE.COM • PARAGONRELS.COM (46 Pages) • Travel Information (2 Pages) DAY 1 DAY OF BOOKING • PARAGONRELS.COM (65 Pages) • MSN.COM • ELENDERSOLUTIONS.COM (11 Pages) • ALAMODE.COM • ELENDERSOLUTIONS.COM (5 Pages) • ORBITZ.COM (7 Pages) • GOOGLE.COM (15 Pages) • PARAGONRELS.COM (42 Pages) • GOOGLE.COM • HEALTHLINE.COM • ORBITZ.COM (10 Pages) • GOOGLE.COM • MOUNTAINWESTBANK.COM • NETTELLER.COM (11 Pages) • GOOGLE.COM (2 Pages) • DISH.COM (39 Pages) • MOUNTAINWESTBANK.COM • NETTELLER.COM (5 Pages) • GOOGLE.COM • ORBITZ.COM (5 Pages) DAY 2 • GOOGLE.COM (5 Pages) • ORBITZ.COM (26 Pages) • GOOGLE.COM (3 Pages) • PARAGONRELS.COM (33 Pages) • GOOGLE.COM (5 Pages) • WA.GOV (2 Pages) • YELP.COM (2 Pages) • EXPERIENCEWA.COM (2 Pages) • PARAGONRELS.COM (26 Pages) • GOOGLE.COM (18 Pages) • STATE.GOV • ORBITZ.COM (9 Pages) • GOOGLE.COM (2 Pages) • MSN.COM (4 Pages) • ORBITZ.COM (32 Pages) • GOOGLE.COM • TRIPADVISOR.COM • ORBITZ.COM (7 Pages) • MYMEALTIME.COM (6 Pages) • Travel Information (2 Pages) BOOKED TRAVEL PACKAGE ON ORBITZ.COM Flight: Spokane, WA to Cancun Mexico Hotel: Green Tulum Cabanas & Gardens ACTUAL ONLINE TRAVEL PACKAGE BOOKER PATH LEADING UP TO BOOKING EVENT Actual purchase path of a travel package booker (desktop in teal, mobile in red)
  54. 54. 54 KEY FINDINGS & INSIGHTS Travel content is widely consumed in each country, and all saw double digit growth year over year Mobile usage is growing, and in the US mobile engagement with travel content surpassed desktop Travel is a considered and time-consuming purchase, leading travel bookers to make hundreds of visits to travel sites in the weeks leading up to a purchase Throughout the booking path, OTAs have the highest engagement across travel site categories, accounting for more than 30 percent of total site visits Nearly one third or more of online travel bookers were influenced by advertising when considering more than one destination Advertising recall is the highest in the initial stages of the purchase journey, when exposure is the lowest
  55. 55. THANK YOU DOWNLOAD THE STUDY http://bit.ly/travelers-path-to-purchase www.advertising.expedia.com
  56. 56. Q & A
  57. 57. Send your questions to gene@tnooz.com Replay and presentation available on tnooz.com Thank you!

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