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.

1. Webinar
December 15, 2016
Traveler’s Path to Purchase

2. Your hosts
Sean O’Neill
Editor in Chief & Moderator
Tnooz
Gene Quinn
Co-Founder & Producer
Tnooz

3. Poll no. 1
Where are you located?

4. Poll no. 2
What travel business segment do you
represent?

5. Traveler’s Path to Purchase

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. GLOBAL NETWORK & REACH
Worldwide Monthly Unique Users (Millions)
34M 18M 3.5M 4.8M
9M 503K 2M304K
2.5M 41K
525K
2M
4M

8. REAL WORLD INSIGHTS
Traveler
Attribution
Multiscreen
Consumer Behaviors
Path to
Purchase

9. TALK TO US
@ExpediaMedia
#TravelersPathtoPurchase

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
DIGITAL TRAVEL CONTENT
CONSUMPTION TRENDS

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
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. 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. 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
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. Poll no. 3
What does your device strategy
include?

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
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
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. 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
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
INFLUENCERS THROUGHOUT
THE TRAVEL BOOKING PATH

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. Poll no. 4
Which channels do you push your
content through? (select all that apply)

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. 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. 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. 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. 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. 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. 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. 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
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
DESTINATION DECISION
INFLUENCERS

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. 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
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
IMPACT OF ADVERTISING ON
TRAVEL BOOKING DECISIONS

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. 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
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. Poll no. 5
Where does the majority of your
advertising spend go?

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
EXAMPLE: AMERICAN TRAVELER
PATH TO PURCHASE

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
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
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
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
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. 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. • 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
• 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
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. THANK YOU
DOWNLOAD THE STUDY
http://bit.ly/travelers-path-to-purchase
www.advertising.expedia.com

56. Q & A

57. Send your questions to gene@tnooz.com
Replay and presentation available on tnooz.com
Thank you!