Travel Path to Purchase

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

50 MILLION DIGITAL UK USERS

CONSUMING

239 BILLION DIGITAL MINUTES

EACH MONTH

258 MILLION DIGITAL US USERS

CONSUMING

1.5 TRILLION DIGITAL MINUTES

EACH MONTH

30 MILLION DIGITAL CANADA USERS

CONSUMING

148 BILLION DIGITAL MINUTES

EACH MONTH

Data Source: comScore Media Metrix Multi-Platform Reporting, April 2016 data, Unique Visitors & Total Minutes.

806 MILLION MINUTES

SPENT ON DIGITAL TRAVEL CONTENT IN CANADA

18% INCREASE YEAR OVER YEAR

4Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, UK, US, CA, January 2015 – April 2016 data, Total Minutes.

8.7 BILLION MINUTES

SPENT ON DIGITAL TRAVEL CONTENT IN THE US

41% INCREASE YEAR OVER

YEAR

2.4 BILLION MINUTES

SPENT ON DIGITAL TRAVEL CONTENT IN THE UK

44% INCREASE YEAR OVER

YEAR

5

Number of visits to travel sites made by bookers 45 days

before booking:

121

Data Source: comScore UK, US and Canada Desktop Panel, Custom Path to Booking Visitation Analysis, Weekly Visits per User, Dec ’15 – Feb ’16. Average Travel Site Visits per Week (Number of travel sites visited per week by the average segment member, Oct’15-Feb’16 aggregate)

ONLINE BOOKERS INCREASINGLY ENGAGE WITHTRAVEL CONTENT IN THE WEEKS LEADING UP TO PURCHASE

Week 6 before

Week 5 before

Week 4 before

Week 3 before

Week 2 before

Week 1 before

Week of b

ooking

- 5.0

10.0 15.0 20.0 25.0 30.0 35.0

UK US CA

Average Travel Site Visits per Week(Number of travel sites visited per week by the average segment member, Oct’15-Feb’16 aggregate)

140161

Download the Full Study:

www.advertising.expedia.com

bit.ly/travelresearchexpedia2