1、TMTMThe Path To PurchaseUncovering how travelers plan and book online Overview 05Travel content consumption 08The traveler purchase journey12Inspiration 18Research 24Planning 28Booking 32Turning insights into action 38Methodology&about Expedia Group424 Expedia Group|Path to PurchaseUncovering how tr

2、avelers plan and book online 5 it broadens horizons,bridges divides,and opens the world.At Expedia Group,we power global travel for everyone,everywhere.This starts with a deep understanding of travelers across the globe.To do that,we draw from our wealth of trip search and booking data,encompassing

3、the 6.5 million visitors on average to our traveler apps and experiences each day and the custom research we conduct every year.Across the travel industry,one of the most requested research topics is the travelerpath to purchase.The digital landscape and travel industry are increasingly fragmented,o

4、nline content consumption continues to rise,and the touchpoints for traveler influence and engagement seem endless.The way people are inspired to travel,research,and book trips has changed in recent years,along with the content that influences their travel decisions.Travel industry professionals lik

5、e yourself want to know:What inspires travelers to take a trip?How much time are travelers spending with online travel content,and what is influencing traveler decisions?What,where,and how do we need to show up to have the most impact?To explore these questions and uncover the myriad opportunities i

6、n the traveler path to purchase,we partnered with Luth Research to conduct a digital study and consumer survey in seven countries around the world:Australia,Canada,France,Japan,Mexico,and the U.K.and U.S.The aggregated research findings reveal traveler preferences and behaviors throughout the online