April 13, 2018

TripAdvisor releases path to purchase study: How consumers research and book travel online


The study, conducted by comScore in 12 major travel markets across the globe and analyzing activity on more than 325 transactional sites, shows that TripAdvisor reached 60% of all travelers (and 67% of U.S. travelers) who researched and ultimately booked travel online in Q2 and Q3 2017.

The study determined that across the globe, TripAdvisor is the number one most-visited site and app by consumers prior to booking in the top travel markets included in the study. Every month, hundreds of millions of travelers come to TripAdvisor to read candid reviews, check out photos and compare prices to make sure they are booking a vacation that's right for them. Following TripAdvisor, Booking.com, Trivago, Hotels.com and Expedia were the most visited pre-transaction sites.

The study also shows that TripAdvisor's unquestionable influence of consumers' travel purchasing decisions spans categories, regardless of whether consumers ultimately end up booking on a hotel, online travel agent (OTA) or airline site.

The study found that travelers don't often have a clear destination or even a specific hotel, airline or OTA brand from which to purchase their trip in mind when they begin their research, and are increasingly more comfortable beginning their travel research without a brand or destination in mind.

Get the full story at TripAdvisor and download the full report at TripAdvisor (PDF 3.3 MB)