Traveler’sPathtoPurchase

DEREK PRICEDirector, North AmericaExpedia Media Solutions

Previous experience: More than 20 years experience in the travel industry holding roles in everything from Leisure Travel Services Manager, OTA market management and Sales Director for a Starwood resort

Fun Fact: I graduated from culinary school in June of 2015, and spent time as a baker for a café in Vermont and pastry cook for a restaurant in New York City.

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ReachAGlobalNetworkOfTrustedBrands

200sites

75countries

35languages

ExpediaMediaSolutions:

ConnectwithUs

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@expediamedia

blog.advertising.expedia.com

linkedin.com/company/expedia-media-solutions

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BLEISURETRAVELERPATHTOPURCHASE TRAVELERATTRIBUTION

RealWorldInsights

METHODOLOGYExpediaMediaSolutionscommissionedcomScoretoconductastudyontravelpathtopurchaseintheUnitedKingdom,UnitedStatesandCanada

comScoreblendedonlinetravelbehavioraldatawithdatacollectedthroughacustomsurvey

CustomSurveyQualificationsAge18+LiveinUK,USorCanada(eachcountryrequiredforeachmarketbeinganalyzed)Bookedtravelonlinewithinthepast6monthsSurveyyielded:UnitedKingdom:817totalcompletesUnitedStates:805totalcompletesCanada:815totalcompletesFieldingdates:March14– 23,2016

BehavioralDataSourcescomScorePCPanel(2MMdevicesworldwide)comScoreMobilePanel(20,000devices)comScoreMulti-PlatformcomScoreCensusTags(>1.5trillioneventsmonthly)

SurveyStatisticalReliabilityAsampleof800isreliablewithin±3.5%pointsata95%confidenceintervalAsampleof500isreliablewithin±4.4%pointsata95%confidenceinterval

50MILLIONDIGITALUKUSERSCONSUME

239BILLIONDIGITALMINUTESEACHMONTH

3OUTOF4DIGITALUKUSERSCONSUMETRAVELCONTENT

2.4BILLIONMINUTESSPENTONDIGITALTRAVELCONTENTINTHEUK–

+44%INCREASEYEAROVERYEAR

0

500

1,000

1,500

2,000

2,500

3,000

Jan-15 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

TotalMulti-PlatformTravelMinutes(MM)

0

200

400

600

800

1,000

1,200

Jan-15 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

TotalMobileTravelMinutes(MM)

82%YEAROVERYEARGROWTHINMOBILETRAVELMINUTES

ABOUT1BILLIONMOBILEMINUTESSPENTONDIGITALTRAVELCONTENTINTHEUK

22,000

23,000

24,000

25,000

26,000

27,000

28,000

29,000

Feb-2015 Feb-2016

Source:comScoreMediaMetrix&MobileMetrixMediaTrendReporting,UK,February2015- February2016data,UniqueVisitors.

MOREUKUSERSNOWENGAGEWITHTRAVELCONTENTON

MOBILETHANDESKTOPDEVICES

THEVASTMAJORITYOFONLINEBOOKERSTRAVELEDWITHCOMPANIONS

1IN4MILLENNIALS

TRAVELLEDWITHFRIENDS

88%TRAVELLEDWITHACOMPANION

63%TRAVELLEDWITHTHEIRSPOUSEOR

SIGNIFICANTOTHER

13DataSource:comScoreSurvey,TRIPDURATIONNET.HOWLONGISTHEDURATIONOFTHEMOSTRECENTTRIPYOUBOOKED?;AmongUKOnlineTravelBuyersWhoRecalledDuration(n=804)

59%OFTRAVELLERS

BOOKEDTRIPSLASTING1-2WEEKSINDURATION

February2016

14

MILLENNIALSUSE

16%MORERESOURCETYPES

ONAVERAGE

>3RESOURCETYPESUSED

THROUGHOUTTHEDECISIONPROCESS(ONLINE&OFFLINE)

TravelEngagement

18.2VISITS

NUMBEROFTRAVELVISITSONAVERAGEPERWEEKONLINEBOOKERSSPENDTHROUGHOUTTHE45DAYS

PRIORTOBOOKING

2XMORELIKELYTOHAVE

BOOKEDANINTERNATIONALTRIPTHANADOMESTICTRIPINTHELASTSIXMONTHS

-

50

100

Week6before

Week5before

Week4before

Week3before

Week2before

Week1before

WeekofBooking

Avg.MinPerBooker

>1HRAVERAGETIMEONLINEBOOKERSSPENTONTRAVEL

SITESONDESKTOPTHEWEEKOFBOOKING

TRAVELISSTILLACONSIDERED&TIMECONSUMINGPURCHASEFORONLINETRAVELBOOKERS

OTAS,HOTELSITESANDAIRLINESITESAREUSEDTHROUGHOUTTHEPATH

WHILESEARCHENGINESANDFAMILY/FRIENDRECOMMENDATIONSWEREUSEDMOSTLYNEARTHEBEGINNINGOFTHEBOOKINGPATH

DataSource:comScoreSurvey,WHENRESOURCEUK.TOP5- WHENDIDYOUUSEEACHRESOURCEFORTHERECENTBOOKINGOFYOURTRIP?,AmongUKOnlineTravelBuyersWhoUsedEachResource(n=14*-202)*Caution:smallsamplesize(n=30-50),Friend/familyrecommendationsRightbeforebookingandUsedtobook,SearchenginesUsedtobook

68%

31%

18%

8%

68%

27%

16%

5%

49%42%

31% 31%

41%

32%26%

36%32%

43%

27%23%

WhenIFirstStarted WhenIWasNarrowingOptions

RightBeforeBooking UsedtoBook

Searchengines

Friend/familyRecs

OTAs

AirlineSites

HotelSites

**

SEAR

CHENGINES

FRIEND/

FAMILY

OTA

S

HOTELS

AIRLINES

Overlapinresourceusagedecreases

12% 12%10%

6%

15%

4%

OTAs SearchEngines Airlinesites Hotelsites Friend/familyrecs

Travelbooks/magazines

DataSource:comScoreSurvey,STARTUK.WHATWASTHEFIRSTRESOURCEYOUUSEDTOHELPYOUDECIDEONTHEDESTINATIONOFYOURRECENT BOOKING?,AmongTotalUKOnlineTravelBuyers(n=817)

SEARCHENGINESANDOTASWERETHEMOSTCOMMONINITIALONLINERESOURCESUSEDTODECIDEONADESTINATION

OTAs SearchEngines Airlinesites Hotelsites Friend/familyrecs

Travelbooks/magazines

OfflineResourcesOnlineResources

46%54%

NumberofDestinationsConsidered

1destinationconsidered

2+destinationsconsidered

OVERHALFOFONLINETRAVELBOOKERSSTARTEDWITHMULTIPLEDESTINATIONSINMIND

DataSource:comScoreSurvey,,DESTINATIONS.PRIORTODECIDINGONYOURFINALDESTINATION,HOWMANYOTHERDESTINATIONSDIDYOUCONSIDERVISITING?,AmongTotalUKOnlineTravelBuyers(n=817).

3%

4%

5%

6%

8%

9%

11%15%

18%

Destinationsites(Visitcalifornia.com,etc.)

Onlinetravelguidesites(LonelyPlanet.com,etc.)

Searchenginetravelsites(Yahoo.com/travel,etc.)

Travelinformationsites(Tripadvisor.com,etc.)

Hotelsites(Marriott.com,etc.)

Airlinesites(United.com,etc.)

Searchengines(Google.com,etc.)

Onlinetravelagencies(Expedia.com,etc.)

Friend/familyrecs

OTASWERETHEMOSTINFLUENTIALONLINE RESOURCEINBOOKERS’DESTINATIONDECISIONS

DataSource:comScoreSurvey,INFLUENTIALRESOURCEUK.MOSTINFLUENTIAL- PLEASERANKTHETOPTHREERESOURCESTHATINFLUENCEDYOUR DESTINATIONDECISION.AmongUKOnlineTravelBuyersWhoUsedResources(n=780)

8.815.2 16.2 17.2 17.2 19.4

26.7

-

5.0

10.0

15.0

20.0

25.0

30.0

Week6Before Week5Before Week4Before Week3Before Week2Before Week1Before WeekofBooking

AverageTravelSiteVisitsperWeek(Numberoftravelsitesvisitedperweekbytheaveragesegmentmember,Oct’15-Feb’16aggregate)

Numberofvisitstotravelsitesmadebybookers45daysbefore

booking:

Theaveragesegmentmembermakes26.7visitstotravelsitesintheweekleadinguptothebooking

121

DataSource:comScoreUKDesktopPanel,CustomPathtoBookingVisitationAnalysis,WeeklyVisitsperUser,Dec’15– Feb’16.

ONLINEBOOKERSINCREASINGLYENGAGEWITHTRAVELCONTENTINTHEWEEKSLEADINGUPTOPURCHASE

OTASHAVETHEMOSTENGAGEMENTOFBOOKERSOFTRAVELSITECATEGORIESTHROUGHOUTTHEIRTRAVELBOOKINGPATH

DataSource:comScoreUKDesktopPanel,CustomPathtoBookingVisitationAnalysis,ShareofTotalVisitsperUserAcross45Day Path,Dec’15– Feb’16.

OTA,32%

TravelResearch,21%Accomodations,16%

Airline,15%

Ground/Rail/Auto/Bus,9%

DMO,2%Other,5%

TotalVisitsShareThroughout45DayPathtoBooking

OTA TravelResearch Accomodations Airline Ground/Rail/Auto/Bus DMO Other

30%OFTRAVELBOOKERSWEREINFLUENCEDBY

ADVERTISINGWHENCONSIDERINGMORETHANONELOCATION

DataSource:comScoreSurvey,DESTINATIONAD.Didanyadvertising(viaonlinebanners,onlinevideos,TV,radio,magazines,etc.) influenceyourdecisiontovisit[specificdestination]?AmongTotalUKOnlineTravelBuyers(n=817)

ADVERTISINGINFLUENCEDTHEDESTINATIONDECISIONSFOR3IN10ONLINETRAVELBOOKERS

WHOWERECONSIDERINGMORETHANONEDESTINATION

ADVERTISINGRECALLDROPSBYASMUCHAS65%DEPENDINGONTRAVELCATEGORYTHROUGHOUTTHE

PURCHASEPATHCARRENTALADVERTISINGSHOWEDRELATIVELYSTABLERECALLTHROUGHOUTTHEPROCESS

52%

39%

18%

60%

31%

16%

64%

30%

17%

42%

32% 27%

50%

26%

14%

WhenIFirstStarted WhenIWasNarrowingOptions RightBeforeBooking

Hotel

AirTravel

Travelpackage

Carrental

Cruise

DataSource:comScoreSurvey,ADNOTICE.WHENDIDYOUNOTICEADVERTISINGRELATEDTOEACHTRAVELSERVICE?AmongUKOnlineTravelBuyersWhoNoticedAdsforEachService(n=141-360)

KEYFINDINGS&INSIGHTS

TheUKdigitaltravelindustryisseeingincrediblereachandexplosivegrowthintravelcontentengagement

Contentconsumptiononmobileisoutpacingdesktop,andconsumersingeneralaremovingmorefluidlyacrossdevices

Overhalfofonlinetravelbookersbegantheirpurchasejourneywithmultipledestinationsinmind

Nearlyathirdoftravellerswhowereconsideringmultipledestinationswereinfluencedbyadvertising

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