UK, USA and Canada’s Travelers Booking Path Detailed by Expedia: Were the residents of the United Kingdom, the USA and Canada considered a single country, the result would comprise a market of nearly 420 million people. This factor is one of those that made delegates to NAJ’s eTourism Labs last week in Philadelphia take notice as Derek Price, director, North America, Expedia Media Solutions go through a presentation filled with slides containing data that compared the booking path, as well as other behaviors, of travelers from the three countries based on its own research and that of other sources.
In sum, the major points Price made were:one destination.
- Travel content is widely consumed in each country, and all saw double digit growth year-over-year.
- Mobile usage is growing, and in the United States 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 week 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.
Following are the tables contained in some of the key slides of Price’s presentation.