Retail and Travel Site Visitation Aligns As Consumers Plan and Book Vacation Packages

 Retail and Travel Site Visitation Aligns As Consumers Plan and Book Vacation

PR Newswire

BELLEVUE, Wash., Aug. 26, 2013

New Study from Expedia Media Solutions and Compete Analyzes Path to Purchase
of Vacation Package Purchasers

BELLEVUE, Wash., Aug. 26, 2013 /PRNewswire-USNewswire/ -- A new study from
Expedia® Media Solutions, the advertising sales division of global online
travel leader Expedia, Inc., revealed that internet usage and online content
consumption spike during the vacation package planning and booking phases. The
findings also identified a unique correlation between the frequency of visits
to retail and travel sites.

The Traveler's Path to Purchase study, commissioned by Expedia Media Solutions
and conducted by Compete, examined the 45-day period leading up to a vacation
package booking to determine what the US consumer's path to purchase looks
like. It identified online consumption habits of the average vacation package
booker who had visited an online travel agency (OTA) and a destination
marketing organization (DMO). Key trends identified by the report include:

  oOTA's Pertinent to All Phases of Booking Process: The study found that
    OTAs were used for more than just last minute price comparisons. Only 35
    percent of all OTA visits the week of a package booking occurred the same
    day as the booking, implying that additional research was conducted during
    that time period.
  oGeneral and Travel Content Consumption Spike During Purchase Path: The
    study revealed that as consumers got closer to booking a vacation package,
    overall internet usage increased, with travel content showing the biggest
    jump. Consumers made 38 visits to travel sites in the 45 days leading up
    to a package booking, but consumption of travel content more than doubled
    during the week of booking. On average, they made over 16 website visits
    on the day of booking, 30 percent of which were to travel sites, which
    includes everything from OTAs to hotel, airline and review sites.
  oRetail and Travel Site Consumption Patterns Align: In the 45 days leading
    up to a package booking, retail sites were visited almost as frequently as
    travel sites. Vacation bookers visited retail websites 36.6 times in the
    45-day path to purchase period, while travel sites were visited 38 times.
    During the week of booking, however, retail site visitation dropped while
    travel site visitation peaked. By leveraging a travel site partnership, a
    retail brand could potentially remain top of mind for consumers throughout
    the entire 45-day period.
  oDMO Visitation Patterns and the Billboard Effect: While OTAs dominated the
    pre-booking research landscape in the travel category, with over 47
    percent of site visits, DMO visits grew to over six percent – a 30 percent
    increase since 2010. Travelers checking DMO sites prior to visiting an OTA
    site converted 32 percent higher nine to 24 days ahead of booking.
    Alternatively, outside of that select time period, travelers visiting DMO
    sites did not convert as well, illustrating that a partnership between
    OTAs and DMOs has the potential to drive conversions and be mutually
    beneficial for both parties.

"Through this study we're able to better understand what the overall purchase
path looks like – from the initial research phase through to the booking
process – and how we can develop dynamic products and solutions that will help
our partners stay top-of-mind with consumers," said Noah Tratt, global vice
president, Expedia Media Solutions. "We're continuously sharing knowledge with
our partners with the goal of creating a synergistic relationship that also
delivers a relevant and dynamic user experience."

To view the entire Traveler's Path to Purchase study please visit .

About Expedia Media Solutions
Formed in 2007, Expedia Media Solutions is dedicated to building online and
offline media partnerships for travel and non-travel brand advertisers and to
enable them to leverage the unique media value of Expedia's network of leading
travel brands and global points of sale. For more information, visit

About Expedia, Inc.
Expedia, Inc. is thelargestonline travel companyin the world, with an
extensive brand portfolio that includes some of the world's leading online
travel brands, including:®, the world's largest full service online travel agency, with
    localized sites in 30 countries®, the hotel specialist with sites in more than 60 countries
  oHotwire®, a leading discount travel site that offers opaque deals in 11
    countries on its ten sites in North America, Europe and Asia
  oEgencia®, the world's fifth largest corporate travel management company
  oeLong™, the second largest online travel company in China®, the online hotel reservation specialist in Europe
  oExpedia Local Expert®,a provider of in-market concierge services,
    activities and experiences in 18 markets worldwide
  oClassic Vacations®, a top luxury travel specialist
  oExpedia® CruiseShipCenters®, one of North America's leading retail cruise
    vacation experts

The company delivers consumers value in leisure and business travel,
drivesincremental demandand direct bookings totravel suppliers, and
provides advertisers theopportunityto reacha highly valuable audience
ofin-market travel consumers through Expedia Media Solutions. Expedia also
powers bookings for some of the world's leading airlines and hotels, top
consumer brands, high traffic websites, and thousands of active affiliates
through Expedia® Affiliate Network. (NASDAQ: EXPE) For corporate and
industry news and views, visit us at or follow us on
Twitter @expediainc.

Trademarks and logos are the property of their respective owners. © 2013
Expedia, Inc. All rights reserved. CST: 2029030-50

Molly Mulloy, Zeno Group
(415) 248-6335

SOURCE Expedia Media Solutions
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