Traveler’s Path to Purchase: Destination Influencers

METHODOLOGYExpedia 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 QualificationsAge 18+Live in UK, US or Canada (each country required for each market being analyzed)Booked travel online within the past 6 monthsSurvey yielded:United Kingdom: 817 total completesUnited States: 805 total completesCanada: 815 total completesFielding dates: March 14 – 23, 2016

Behavioral Data SourcescomScore PC Panel (2MM devices worldwide)comScore Mobile Panel (20,000 devices)comScore Multi-Platform comScore Census Tags (>1.5 trillion events monthly)

Survey Statistical ReliabilityA sample of 800 is reliable within ±3.5% points at a 95% confidence intervalA sample of 500 is reliable within ±4.4% points at a 95% confidence interval

3

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%

4

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

5

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

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