Expedia Group and Luth Research
Study on preferences and behaviours in online travel shopping
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Expedia Group and Luth Research
Study on preferences and behaviours in online travel shopping
Expedia Group and Luth Research have conducted a study that sheds light on travellers' preferences and behaviours throughout the online travel shopping journey.
The research shows that in the 45 days prior to scheduling a trip, the average traveller views 141 pages of travel content.
In addition, 80% of consumers use OTAs to book travel, 61% use search engines, and 58% use social media.
The consumer survey methodology was conducted by Luth Research between 24 March and 19 April 2023, among 5713 participants aged 18+ in seven markets: Australia, Canada, France, Japan, Mexico, and the UK and US who booked travel online in the last six months.
The digital behavioural study used Luth Research's ZQ Intelligence passive measurement technology and its database of digital behaviours to analyse the travel-to-buy path of more than 70,000 participants aged 18+ in seven markets: Australia, Canada, France, Japan, Mexico, the UK and the US.
The digital data dashboard spanned 12 months and assessed traveller behaviour and influences in the 45 days prior to booking a trip, analysing desktop and mobile devices, with limited visibility of mobile apps. Online visits to relevant trips
Sites were identified in the past 12 months and digital data from 45 days prior to booking was extracted and analysed.
About Expedia Group
Expedia Group, Inc. companies power travel for everyone, everywhere through our global platform. Driven by the core belief that travel is a force for good, we help people experience the world in new ways and build lasting connections. We provide industry-leading technology solutions to drive growth and success for partners, while facilitating memorable experiences for travellers.
The organisation is comprised of three pillars: Expedia Product & Technology, focused on the group's technical and product strategy and offerings; Expedia Brands, housing all of our consumer brands; and Expedia for Business, consisting of business-to-business solutions and relationships across the travel ecosystem. The Expedia Group family of brands includes Expedia®, Hotels.com®, Expedia® Partner Solutions, Vrbo®, trivago®, Orbitz®, Travelocity®, Hotwire®, Wotif®, ebookers®, CheapTickets®, Expedia Group™ Media Solutions, CarRentals.com™ and Expedia Cruises™.
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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