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.