The Canadian Traveler’s Path to Purchase

METHODOLOGYExpedia Media Solutions commissioned comScore to conduct a study on travel path to purchase in Canada

comScore blended online travel behavioral data with data collected through a custom survey

Custom Survey Qualifications

Age 18+

Live in Canada

Booked travel online within past six months

Survey fielded from 815 total completes

Behavioral Data Sources

comScore PC Panel (2 million devices

worldwide)

comScore Mobile Panel (15 thousand devices)

comScore Multi-Platform

comScore Census Tags (>1.5 trillion

events monthly)

30 MILLION DIGITAL CANADIAN USERSCONSUMING

148 BILLION DIGITAL MINUTES EACH MONTH

3Data Source: comScore Media Metrix Multi-Platform Reporting, CA, April 2016 data, Unique Visitors & Total Minutes.

TRIPADVISOR INC. PRICELINE.COM INCORPORATED EXPEDIA INC SOUTHWEST AIRLINES CO. MSN TRAVEL KAYAK.COM NETWORK FAREPORTAL MEDIA GROUPDELTA AIRLINES AMERICAN AIRLINES MARRIOTT HILTON WORLDWIDE UNITED AIRLINES USA TODAY TRAVEL INTERCONTINENTAL HOTELS GROUP

ENTERPRISE RENT-A-CAR COMPANY JETBLUE AIRWAYS DISNEY PARKS & TRAVEL AIRBNB SITES UBER WYNDHAM WORLDWIDE CHOICE HOTELS INTERNATIONALGOOGLE FLIGHT SEARCH TRAVELZOO TIME INC. AFFLUENT MEDIA GROUP ABOUT.COM TRAVEL CNN TRAVEL CARNIVAL CRUISE LINES AVIS BUDGET GROUP

STARWOOD HOTELS AND RESORTS AMTRAK.COM FOX NEWS TRAVEL FLYFRONTIER.COM LONELY PLANET SITES GLOBAL HYATT CORPORATIONALASKAAIRLINES.COM ALLEGIANTAIR.COM ROYAL CARIBBEAN CRUISES LTD. JUSTFLY.COM HERTZ HUFFPOST TRAVEL FODORS.COM FLIGHTAWARE.COM

BESTWESTERN HOTELS RESERVEAMERICA GREAT WOLF RESORTS, INC CHEAPFLIGHTS SITES NCL.COM FIRSTGROUP PLC TRAVEL CHANNEL MEDIA SITESRESERVATIONCOUNTER.COM INTERNET BRANDS TRAVEL BOOKIT.COM CONDE NAST TRAVELER NATIONALPARKS.ORG COSTCOTRAVEL.COM

VIRGINAMERICA.COM TRAVELMATH.COM TRUSTYOU.COM EDREAMS ODIGEO PRINCESS.COM WEATHER CHANNEL – TRAVEL MGM MIRAGEVEGAS.COM ATLASOBSCURA.COM THE EMIRATES GROUP HIPMUNK.COM CAESARS ENTERTAINMENT, INC. TOTALREWARDS.COM

VACATIONS TO GO.COM SITES LQ.COM LYFT, INC. RADISSON HOTELS MAIL ONLINE – TRAVEL MATADORNETWORK.COM DEALBASE.COM DOLLAR THRIFTY AUTOMOTIVE GROUP, INC. LOCALGUIDES.COM DISNEYINFOBLOG.COM HAWAIIANAIR.COM WORLD TRAVEL HOLDINGS BRITISH AIRWAYS NATIONAL GEOGRAPHIC TRAVEL & CULTURE

CHEAPCARIBBEAN.COM GOSUR.COM ANSWERS.COM TRAVEL AND PLACES TRAVELTHAT.COM STAGECOACHBUS GROUP LUFTHANSA JETCOSTVISITMYRTLEBEACH.COM HOTELPLANNER.COM HOTPOPTRAVEL.COM AIR FRANCE-KLM GROUP HOLLANDAMERICA.COM FROMMERS.COM SANDALS RESORTS INTERNATIONAL

PATH2USA.COM MOMONDO SITES INTERVALWORLD.COM QATAR AIRWAYS EXTENDEDSTAYAMERICA.COM KOAKAMPGROUNDS.COMBOYD GAMING CORPORATION TRANSIT-INFO.COM ROADTRIPPERS.COM UNIVERSALORLANDOVACATIONS.COM RANDMCNALLY.COM

SMARTFARES.COM AIRLINERS HOTELSONE.COM ETIHAD.COM APPLEVACATIONS.COM VOLARIS SITES STUDENTUNIVERSE.COM BBC TRAVELCHEAPAIR.COM USTRAVELDOCS.COM AIRTKT.COM FLIGHTVIEW.COM OMNIHOTELS.COM SHERMANSTRAVEL AMERICAN EXPRESS TRAVEL

MOTEL6.COM GUARDIAN TRAVEL WANDERU.COM SPIRITAIRLINES.COM HOTELS COMBINED MAKEMYTRIP TRAVELSAVVY.TV BOOKVIP.COMTELEGRAPH TRAVEL THEPOINTSGUY.COM LASVEGAS.COM SITES FOURSEASONS.COM CNN INTERNATIONAL TRAVEL LOSTWALDO.COM

AIR CANADA WHATSCHEAPER.COM CARTRAWLER.COM VISITORLANDO.COM RESERVATION-DESK.COM DUNHILLTRAVELDEALS.COMSKYSCANNER SITES LOWFARES.COM ROME2RIO.COM MAPQUEST TRAVEL BOOKINGS ROOMKEY.COM GROUPE SNCF AMEXTRAVEL.COM

CHEAPFAREGURU.COM TRAVELERSEEK.COM METRARAIL.COM ASAPTICKETS.COM BOARDINGAREA.COM DISTANCEBETWEENCITIES.NETHOPPER.COM SMART DESTINATIONS, INC. DESTINATIONTIPS.COM CARIBBEANCRUISEGETAWAYS.COM AIRPORTPARKINGRESERVATIONS.COM

7 OF 10DIGITAL CANADIAN USERS CONSUME TRAVEL

CONTENT

4Data Source: comScore Media Metrix Multi-Platform Reporting, Canada, April 2016 data, Share of Total Monthly Internet Unique Visitors Visiting Travel Content.

806 MILLION MINUTES (+18% Y/Y)SPENT ON DIGITAL TRAVEL CONTENT IN CANADA

IN COMPARISON, TOTAL INTERNET MINUTES DROPPED BY -1% IN CANADA

5Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, Canada, January 2015 –April 2016 data, Total Minutes.

0

200

400

600

800

1,000

Jan-2015 Feb-2015 Mar-2015 Apr-2015 May-2015 Jun-2015 Jul-2015 Aug-2015 Sep-2015 Oct-2015 Nov-2015 Dec-2015 Jan-2016 Feb-2016 Mar-2016 Apr-2016

Total Multi-Platform Travel Minutes (MM)

6

0

100

200

300

400

500

600

700

800

Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16

Desktops Minutes (MM) Mobile Minutes (MM)

Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, Canada, January 2015 – May 2016 data, Total Minutes.

MORE MINUTES ARE STILL SPENT ENGAGING WITH TRAVEL CONTENT ON DESKTOP DEVICES

THAN MOBILE IN CANADA

BUT MOBILE ENGAGEMENT IS GROWING

7

73%65%

54%64%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Apr-2015 Apr-2016

Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, Canada, April 2015 & April 2016 data, Reach of Travel from each Platform to Total Digital Unique Visitors.

MOBILE NOW TIES DESKTOP FOR REACH WITHIN THE ONLINE TRAVEL INDUSTRY

IN CANADA

Mobile reaches 64% of all Canadian online travel users, while desktop has declined to 65% reach

8

46% 36%

27%29%

27%35%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Apr-2015 Apr-2016

Share of Total Digital Travel UsersApril 2015 versus April 2016

Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, U.S., April 2015 – April 2016 data, Platform Share of Multi-Platform Total Unique Visitors.

WITH MOBILE TRAVEL USAGE ON THE RISE, WE SEE CANADIAN

USERS SLOWLY SHIFTING AWAY FROM DESKTOP-ONLY USAGE

MOBILE-ONLY

DESKTOP-ONLY

MULTI-PLATFORM

% Share of Total Travel Minutes

95%

74%

15%26%

0%

20%

40%

60%

80%

100%

Travel Category Access Method ComparisonApril 2016

BROWSER REACHES 95% OF THE TRAVEL CATEGORY AUDIENCE AND COMPRISES NEARLY 3 OF 4 MINUTES SPENT ON MOBILE

MOBILE APPS SHOW HIGHER MINUTES PER USER ENGAGEMENT THAN MOBILE BROWSE

9Data Source: comScore Mobile Metrix Reporting, Canada, Total Minutes, Travel Category Cut by Access Method (Application versus Browser), April 2016 data.

BROWSER APPLICATION BROWSER APPLICATION

% Reach to Total Travel Audience

57%

HALF OF SMARTPHONE OWNERS AND CLOSE TO THREE IN FIVE TABLET OWNERS ENGAGE

WITH THEIR DEVICES WHEN PLANNING TRIPS

10

Researched Using a Tablet(Base: Tablet Owners)

Data Source: comScore Survey, MOBILESEARCH. DID YOU USE YOUR MOBILE DEVICE(S) TO PLAN OR RESEARCH THE TRIP YOU MOST RECENTLY BOOKED? – SMARTPHONE / TABLET Among CA Online Travel Bookers with Smartphones (n=687), Among CA Online Travel Bookers with Tablets (n=550)

50%

Researched Using a Smartphone(Base: Smartphone Owners)

11

THE MAJORITY OF ONLINE BOOKERS TRAVEL WITH COMPANIONS

4 IN 5 TRAVEL WITH A

COMPANION

56%TRAVEL WITH THEIR SPOUSE OR

SIGNIFICANT OTHER

19% TRAVEL ALONE

Data Source: comScore Survey, COMPANION. WHO TRAVELED/WILL BE TRAVELING WITH YOU?Among Total CA Online Travel Bookers (n=815)

12

TRAVEL IS A CONSIDERED & TIME CONSUMING PURCHASEFOR ONLINE TRAVEL BOOKERS

BOOKERS ARE ALMOST

2XMORE LIKELY TO BOOK AN

INTERNATIONAL TRIP THAN A DOMESTIC TRIP.

TRAVEL BOOKERS USE

>3 RESOURCE TYPES

THROUGHOUT THE DECISION PROCESS (ONLINE & OFFLINE).

Travel Engagement

23 VISITSNUMBER OF TRAVEL VISITS ON AVERAGE PER WEEK

ONLINE BOOKERS SPEND THROUGHOUT THE 45 DAYS PRIOR TO BOOKING.

MILLENNIALS USE

13%MORE RESOURCE

TYPES THAN OVERALL BOOKERS.

> 1 HRAVERAGE TIME CANADIAN ONLINE BOOKERS SPENT ON ONLINE TRAVEL AGENT SITES ON DESKTOP THE

WEEK OF BOOKING.

Data Source: [Clockwise from top left] Boxes 1, 2: comScore Survey, RESOURCE. WHAT ARE ALL THE RESOURCES YOU USED PRIOR TO BOOKING YOUR MOST RECENT TRIP?, Among Total CA Online Travel Bookers (n=815), Millennials (n=275), Box 3, 5 & 6: comScore Canada Desktop Panel, Custom Path to Booking Visitation Analysis, Weekly Visits per User, Dec ’15 – Feb ’16. Box 4: BOOKPLACE. THINKING ABOUT YOUR MOST RECENT TRIP YOU HAVE BOOKED, WHERE IS THE DESTINATION?, Among Total CA Online Travel Bookers (n=815)

-

200

400

Week 6before

Week 5before

Week 4before

Week 3before

Week 2before

Week 1before

Week ofbooking

Avg. Weekly Minutes per Booker

13

52%

48%2 or more

One

CLOSE TO TWO-THIRDS OF MILLENNIAL ONLINE TRAVEL BOOKERS START WITH MULTIPLE DESTINATIONS IN MIND

Data Source: comScore Survey, DESTINATIONS. PRIOR TO DECIDING ON YOUR FINAL DESTINATION, HOW MANY OTHER DESTINATIONS DID YOU CONSIDER VISITING?, Among Total CA Online Travel Bookers (n=815), Millennials (n=275)

63% OF MILLENNIAL TRAVEL BOOKERS CONSIDER 2+

DESTINATIONS.

Number of Destinations Considered

14

ONLINE TRAVEL BOOKERS HAVE INCREASING REACH WITH TRAVEL CONTENT THROUGHOUT THE WEEKS PRECEDING A BOOKING EVENT

14

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

• By the end of the booking path average visits per booker increased by 132%, resulting in close to daily visits to travel sites, on average.

• Number of visits to travel sites made by bookers 45 days before booking:

Read as: The average segment member makes 31.3 visits to travel sites in the week leading up to the booking

16113.4

19.0 22.0 21.6

27.3 26.2

31.3

-

5.0

10.0

15.0

20.0

25.0

30.0

35.0

Week 6 before Week 5 before Week 4 before Week 3 before Week 2 before Week 1 before Week of booking

Data Source: comScore Canada Desktop Panel, Custom Path to Booking Visitation Analysis, Weekly Visits per User, Dec ’15 – Feb ’16.

100

152 164 160

212 227

366

-

50

100

150

200

250

300

350

400

Week 6 before Week 5 before Week 4 before Week 3 before Week 2 before Week 1 before Week of Booking

Avg. Desktop Travel Minutes per Booker

comScore Canada Desktop Panel, Custom Path to Booking Visitation Analysis, Weekly Visits per User, Dec ’15 – Feb ’16

CANADIANS SPEND OVER SIX HOURS WITH TRAVEL CONTENT THE WEEK OF BOOKING

ONLINE TRAVEL BOOKERS HAVE INCREASING ENGAGEMENT WITH TRAVEL CONTENT THROUGHOUT THE WEEKS PRECEDING A BOOKING EVENT

15

OTA, 33%

Travel Information (TripAdvisor), 26%

Accommodations, 17%

Airline, 13%

Ground/Rail/Auto/Bus, 4%

Cruise, 3%DMO, 3% Other, 1%

Share of Travel VisitsThroughout 45 Day Path to Booking

OTAS HAVE THE MOST ENGAGEMENT OF ONLINE TRAVEL BOOKERSCOMPARED TO TRAVEL SITE CATEGORIES THROUGHOUT BOOKERS’ TRAVEL BOOKING PATHS

Data Source: comScore Canada Desktop Panel, Custom Path to Booking Visitation Analysis & Categorization, Share of Total Visits per User Across 45 Day Path, Dec ’15 – Feb ’16, Custom Travel Booker Audience Segment. 16

17

ONLINE TRAVEL BOOKERS HAVE INCREASING ENGAGEMENT WITH TRAVEL CONTENT THROUGHOUT THE WEEKS PRECEDING A BOOKING EVENT

17

Average Visits to Travel Categories per Week(Average visits per booker to sites within each travel category, by week, Dec’15-Feb’16 aggregate)

Week of BookingDMOHotels & Resorts

AirlinesOTAsTravel Information (Trip Advisor)

3.2

6.4 7.7 8.4 8.7

3.0 4.7 3.9

4.8 4.7 3.6

4.9 6.2 6.9

4.8 3.1

4.6 5.8

7.2 5.2

3.8

6.8 7.9 8.8 10.0

6 Weeks Out 5 Weeks Out 4 Weeks Out 3 Weeks Out 2 Weeks Out

OTAs show strong growth throughout the weeks leading up to travel bookings.

Airline sites are also commonly visited by online bookers.

3.4 5.1 5.1

6.9 5.3

1 Week Out

3.5

6.4 6.7

10.0

5.9

Data Source: comScore Canada Desktop Panel, Custom Path to Booking Visitation Analysis & Categorization, Weekly Visits per User, Dec ’15 – Feb ’16, Custom Travel Booker Audience Segment..

18

18% 18%

10%8%

5% 4% 4% 3% 3% 3%

OTAs Friend / family recs Airline sites Search engines Search enginetravel sites

(yahoo.com/travel)

Hotel sites Travel informationsites

Offline travelagency

Travelbooks / magazines

Online travel guidesites

Data Source: comScore Survey, STARTCA. WHAT WAS THE FIRST RESOURCE YOU USED TO HELP YOU DECIDE ON THE DESTINATION OF YOUR RECENT BOOKING?, Among Total CA Online Travel Bookers (n=815)Not listed: ≤2%: Destination sites, social media, aggregator/meta-search sites, home rental sites, online travel videos, ground transportation/cruise sites, rental car sites, destination’s call center, my company’s travel site, deal buying sites, blogs, live TV shows

OTAS AND FAMILY/FRIEND RECOMMENDATIONS ARE THE TOP RESOURCES USE FIRST WHILE DECIDING ON A DESTINATION

First Resource Used

OTAS, AIRLINES SITES, AND HOTEL SITES ARE USED RELATIVELY CONSISTENTLY ACROSS THE PURCHASE PATH

Data Source: comScore Survey, WHENRESOURCECA. TOP 5 - WHEN DID YOU USE EACH RESOURCE FOR THE RECENT BOOKING OF YOUR TRIP?, Among CA Online Travel Bookers Who Used Each Resource (n=246-314)

71%

39%

21%

5%

66%

34%

18%

6%

52%

37%

29%33%

39%

29% 28%

40%

30%

39%

30%

21%

When I First Started When I Was Narrowing Options Right Before Booking Used to Book

SEA

RC

H E

NG

INES

OTA

S

HO

TELS

AIR

LIN

ES

Overlap in resource usage decreases

19

FAM

ILY/

FRIE

ND

REC

S

Resource Used Timeframe

20

3%

3%

5%

5%

6%

8%

14%

18%

19%

Aggregator/Meta-search websites (Kayak.com)

Destination sites (Ontariotravel.net, etc.)

Search engine travel sites (Yahoo.com/travel, etc.)

Travel information sites (Tripadvisor.com, etc.)

Hotel sites (Marriott.com, etc.)

Search engines (Google.com, etc.)

Airline sites (United.com, etc.)

Online travel agencies (Expedia.com, etc.)

Friend / family recs

FRIEND/FAMILY RECOMMENDATIONS AND OTAS ARE THE MOST INFLUENTIAL ONLINE RESOURCES IN THE DESTINATION DECISION PROCESS

Data Source: comScore Survey, INFLUENTIALRESOURCECA. MOST INFLUENTIAL - PLEASE RANK THE TOP THREE RESOURCES THAT INFLUENCED YOURDESTINATION DECISION. 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

Most Influential Resource

COST AND HOTEL/ACCOMMODATIONS ARE THE MOST CRITICAL INFORMATION IN HELPING ONLINE TRAVEL BOOKERS DECIDE ON A DESTINATION

50%

29%

19%

18%

16%

16%

13%

10%

Travel costs

Hotel / accommodation

Family / friends recs

Weather / climate info

Reviews / ratings

Activities to do

Time to destination

Hotel / Airfare loyalty programs

Data Source: comScore Survey, CRITCONTENT. WHAT INFORMATION WAS MOST CRITICAL IN HELPING YOU DECIDE ON YOUR DESTINATION?,Among Total CA Online Travel Bookers (n=815)≤9%: Pictures of destination, destination history/culture, health/safety, restaurant info/reviews, destination videos, local transport, travel insurance info, organized tours, otherNone of the above=5%

Most Critical Content on Destination Decision

21

22

38% of TRAVEL

BOOKERS ARE 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 Total CA Online Travel Bookers Who Considered More than One Destination (n=425)

AS TRAVEL AD IMPRESSIONS INCREASE, BOOKERS RECALL FEWER ADS

BOOKERS ARE STILL ENGAGING WITH TRAVEL SITES, BUT IT IS LESS LIKELY THAT ADVERTISING WILL AFFECT THEIR DECISIONS.

Data Sources: Total Impressions Volume Metric: Data Source: comScore CA Desktop Panel, Custom Path to Booking Ad Impression Analysis,

Travel Booker Segment, Total Ad Impressions in 45 Travel Path to Booking, Dec ’15 – Feb ’16 Booking Time Period.

Average Recall Rate: comScore Survey, ADNOTICE. WHEN DID YOU NOTICE ADVERTISING RELATED TO EACH TRAVEL SERVICE? (Among

CA Online Travel Buyers Who Noticed Ads for Each Service (n=524))

23

12,589

18,452

26,142

73%

51%

29%

0%

10%

20%

30%

40%

50%

60%

70%

80%

-

5,000

10,000

15,000

20,000

25,000

30,000

First Started Looking Narrowing Options Right Before Booking

Weekly Impression Rate Recall Rate

KEY FINDINGS & INSIGHTS

Travel content is widely consumed in Canada, with double digit growth year over year

Mobile usage is growing with mobile engagement, however is still less than desktop

Travel is a considered and time-consuming purchase, leading travel bookers to make hundreds of visits to travel sites in the weeks 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 40 percent of travel bookers were influenced by advertising when considering more than one destination

Advertising recall is the highest in the initial stages of the purchase journey, when exposure is the lowest

THANK YOUTO LEARN MORE DOWNLOAD

The Canadian Digital Traveler Landscape Whitepaper

bit.ly/canadiantraveler

www.advertising.expedia.com