Expedia Group study, travellers spend on average more than 5 hours searching for trips

27-07-23

Expedia Group's "Path to Purchase" study reveals travellers' content consumption habits to find ideas and plan their trips. On average, people spend 303 minutes or more than 5 hours exploring travel content in the 45 days prior to booking. The research, conducted by Expedia Group and Luth Research, shows travellers' preferences and behaviours throughout the online booking experience. It also illustrates where and how users plan and book their trips, from the typical number of travel website visits and page views to the destinations they consider, travel resources and the factors that influence each stage.

The growing role of travel content in the buying process

The study revealed the significant volume of content travellers consume to make an informed decision, as they seek to personalise their choices in the 45 days prior to booking a trip online. On average, across the seven countries surveyed, it was found that: