Worldwide Travel Path to Purchase 2017 - Analysis Based on April - September 2017 Data Periods - TripAdvisor
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Worldwide Travel Path to Purchase 2017 Analysis Based on April - September 2017 Data Periods
Study Design
Included Segments Time Alignment Transactional Sites
In Study Examined Applied Included
Any comScore panel members All travel-related behaviour tracked • All users’ time aligned so that Over 325+ transactional travel
with: & segments broken out by: Day 1 is first day of every sites included, including most
research length major sites for Hotels, Airlines,
• 1+ travel searches AND/OR • TripAdvisor: “TripAdvisor
OTAs and Car Rental
1+ travel site visits Visitors” vs. “Non-TA Visitors” • Allows us to measure
• Anytime from April to • Transactors: “Only Researched” differences in average
September 2017 vs. “Made Online Purchase” research and purchase length
Source: comScore Data Services
2
Overview of Findings
Overview of Worldwide Findings
Summary of size and reach
#1
Largest Visit Process Purchase Engagement
TripAdvisor is the largest An estimated 1 in every 80% of buyers who visit TripAdvisor reached 60% Travel transactors who
travel property worldwide 11 users worldwide TripAdvisor during the of all worldwide users use TripAdvisor engage
with 324M users accessing visited TripAdvisor in July purchase process examined who started with more sites. Their
the site via any platform 2017 worldwide take longer their decision process path to purchase
in July 2017 than 4 weeks to and subsequently research is 29% longer
complete their booked travel online in than non TripAdvisor
purchase Q2 & Q3 2017 users
Source: comScore Data Services
4
Overview of Worldwide Findings
4 Year Comparison
% of buyers who visit % research is
TripAdvisor TripAdvisor and TripAdvisor longer for travel
desktop reach take longer than reach of transactors who use
Unique Visitors Worldwide 4 weeks to complete
transactors TripAdvisor
their purchase
2017 2017 2017 2017 2017
324m (MP data) 1 in every 11 80% 60% 29%
worldwide users
2016 2016 2016 2016 2016
296m (MP data) 1 in every 10 79% 62% 19%
worldwide users
2015 2015 2015 2015 2015
249m (MP data) 1 in every 9 81% 56% 24%
worldwide users
2014 2014 2014 2014 2014
105m (Desktop data) 1 in every 8 users 81% 50% 17%
worldwide
Source: comScore Data Services
5TripAdvisor’s Share of Travel Bookers
33%
of people worldwide
24%
of travel visitors are
21%
of intenders end
visit travel sites reached by TripAdvisor up purchasing
60%
of purchasers
visit TripAdvisor
Source: comScore services
6Worldwide Market
30% 61%
Airlines of travel purchasers of airline purchasers
purchase with an airline site visit TripAdvisor
12% 74%
24% 33% 21% Hotels of travel purchasers
purchase with a hotel site
of hotel purchasers
visit TripAdvisor
of travel site visitors of people worldwide of intenders
are reached by visit end up
TripAdvisor travel sites purchasing
43% 67%
OTAs of travel purchasers of OTA purchasers
purchase with an OTA site visit TripAdvisor
Other 15% 31%
Source: comScore Data Services
7Setting the scene
TripAdvisor Overview - Worldwide
TripAdvisor’s WW audience peaked in July 2017 at 324m
350,000 July 2017: 324m
July 2016: 297m
300,000
Total Unique Visitors (000)
250,000
200,000
150,000
100,000
50,000
0
Denotes peak month for TripAdvisor Inc. in each year
Source: comScore TDAN
9Summary of Research
Typical Research – OTA Purchase
Expedia.ca Purchase in 54 Days
Tripadvisor.ca Sirenishotels.com Tripping.com Flighthub.com Priceline.com Hotels.com Tripadvisor.ca
Transat.com Reviewpro.com Rci.com Airbnb.ca Tripadvisor.ca Booking.com Selloffvacations.com
Airtransat.com Tripadvisor.ca Cntraveler.com Tripadvisor.ca Expedia.ca Expedia.ca Expedia.ca
Reviewpro.com Fodors.com Booking.com Aeroplan.com Airbnb.ca Trivago.ca Tripadvisor.ca
VISITS
Cntraveler.com Tripadvisor.ca Bookingbuddy.eu Sunwing.ca Hotelscombined.ca Tripadvisor.ca Airbnb.ca
Sirenishotels.com Locogringo.com Airbnb.ca Tripadvisor.ca Bookingbuddy.com Airbnb.ca Bcferries.com
Viator.com Aeroplan.com Aeroplan.com Hotwire.com Tripadvisor.ca Rci.com Revelstokemountainreso
Tripadvisor.ca Airtransat.com Rcitravel.com Trivago.com Trivago.ca rt.com
Transat.com Tripadvisor.ca Expedia.ca Hellobc.com Tripadvisor.ca
Tourismtofino.com Hotels.com Hotwire.com Aircanada.com
Cohoferry.com Tripadvisor.ca Worldweb.com
Tripadvisor.ca Turkey-visit.com
Cheapoair.ca Albertaparks.ca
Bcferries.com Quebecoriginal.com
Hotwire.com Cheapoair.ca
Tripadvisor.ca FIRST Tripadvisor.ca
PURCHASE Wyndhamhotels.com
DAY -54 DAY -47 DAY -30 DAY -15 DAY -9 Booking Day Post-Booking
“Mountain biking “Grand sirenis riviera “Airbnb” “Flighthub” “Airbnb” “Vancouver Airbnb” “Airbnb”
maya” “Bc ferry” “Things to do around “Lethbridge cinema” “Trivago” “Sutton place hotel
playa del carmen”
SEARCHES
“What to pack for “Where to stay around court” “Trivago Canada” revelstoke mountain
(Search) mexico” horseshoe bay terminal” “Best hotels in red deer” resort”
“Jungle bike tours playa del “Best cab drivers in “Can you take a ferry “Red deer hotels” “Vancouver island map”
carmen, q.r., mexico” riviera maya” from vancouver to “Days inn - red deer red “Where are the fireworks
“Tours riviera maya mexico” “Where to get pesos in seattle” deer, ab” in revelstoke”
“Grand sirenis” mexico” “Cheapoair” “Mx/cancun”
“Mountain biking cozumel” “Coba ruins admission “Us/nevada/cancun-
price” resort-las-vegas-by-
diamond-resorts”
“Air canada flight status”
“Alberta parks”
“Millbrook Ontario”
FIRST “Lethbridge to toronto
ACTIVITY flights”
Source: comScore Data Services
11Typical Research – Airlines Purchase
Easyjet.com Purchase in 53 Days
Kuoni.co.uk Blueseaholidays.co.uk Lonelyplanet.com Directline-flights.co.uk Expedia.co.uk Booking.com Priceline.com
Firstchoice.co.uk Lonelyplanet.com Ryanair.com Cheapflights.co.uk Travelzoo.com Tripadvisor.co.uk Booking.com
Travelzoo.com Travelzoo.com Ferryto.eu Tripadvisor.co.uk Booking.com Lonelyplanet.com Easyjet.com
Lonelyplanet.com Secretescapes.com Tripadvisor.co.uk Easyjet.com Hotels.com Booking.com Tripadvisor.co.uk
VISITS
Tripadvisor.co.uk Skyscanner.net Stenaline.co.uk Travelzoo.com Tripadvisor.co.uk Cheapflights.co.uk Lonelyplanet.com
Onthebeach.co.uk Lastminute.com Booking.com Tripadvisor.co.uk Skyscanner.net Easyjet.com Travelzoo.com
Tripadvisor.co.uk Easyjet.com Portmarnock.com Hotels.com Cheapflights.co.uk Tripadvisor.co.uk Rome2Rio.com
Ryanair.com Trivago.co.uk Tripadvisor.co.uk Trivago.co.uk Tripadvisor.co.uk Expedia.co.uk Firstchoice.co.uk
Easyjet.com Expedia.co.uk Priceline.com Booking.com Travelsupermarket.com Edreams.co.uk Laterooms.com
Haven.com Britishairways.com Momondo.com Hotelscombined.co.uk Tripadvisor.co.uk
Bookit.com Liligo.co.uk Flybe.com Hotelscombined.co.uk
Secretescapes.com Trivago.co.uk Skyscanner.net Bookingbuddy.com
Expedia.co.uk Tripadvisor.co.uk Expedia.co.uk
Thomascook.com Hotelscombined.co.uk Trivago.co.uk
Sykescottages.co.uk Lonelyplanet.com Lastminute.com
Tripadvisor.co.uk Agoda.com FIRST Secretescapes.com
Holidaycottages.co.uk Tripadvisor.co.uk PURCHASE Skyscanner.net
DAY -53 DAY -36 DAY -23 DAY -15 DAY -6 Booking Day Post-Booking
“Flights from “Last Minute” “London Underground” “Cancun Mexico” “Southerness” ” Easyjet UK” “Kings Cross To
“Blackhorse Road Tfl” “Booking” “Ibiza Hotels” “Caravan Parks St “Flybe” Aberdeen”
Edinburgh” (Search)
SEARCHES
“Easyjet” “Stranraer To Belfast “Secret Escapes” Andrews” “Dog Friendly Hotels In “Ibiza Flight And Hotel”
“Easyjet”
“Harrow on the Hill Ferry” “Castle Lodge Bed & “Craigtoun Meadows Loch Lomond Area” “Secret Escapes”
station” “Portmarnock Links Breakfast Malahide Holiday Park, St Andrews” “Belfast International “Amsterdam,
Hotel” Dublin” “Seton Sands” Airport” Netherlands”
“Where Is New Grange “Caravan Holidays In “Cairnsmill Caravan Park “Lastminute”
In Ireland” Scotland” St Andrews” “Edinburgh Airport”
“Ferry To Ireland” “Tripadvisor UK” “Family Caravan Parks “Hotel Du Vin Glasgow”
“Airbnb UK” West Coast Scotland” “Troon To Campbeltown
“Family Holidays “Haggerston Castle” Ferry”
Cumbria” “Haven Holidays” “Cally Palace Hotel”
“Wemyss Bay Caravan “Thomas Cook Holidays”
Park” “Gran Tacande Hotel”
FIRST “Self Catering Cumbria “Winter Weather
ACTIVITY Lake District” Destinations In Europe”
Source: comScore Data Services
12Research Summary
By Airlines vs. Hotels vs. OTAs
Average First Average Day Average Final
TripAdvisor Visit Day of Purchase TripAdvisor Visit Day
OTA 30 89 101
Site Average
Hotel
25 97 101
Site Average
Airline 101 102
30
Site Average
TripAdvisor
29 89 97
Site Average
Day 1 User makes 1st travel website visit Day 69 Non-TripAdvisor User Average Booking
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
31
33
35
37
39
41
43
45
47
49
51
53
55
57
59
61
63
65
67
69
71
73
75
77
79
81
83
85
87
89
91
93
95
97
99
101
103
105
107
109
Source: comScore Data Services
13Aggregated Worldwide Travel buyers who use TripAdvisor
are considerably more active during
the path to purchase versus buyers
Travel Paths who don’t use TripAdvisor
Total Visits
Page Views
+225% +240%
34 Visits 10 Visits
182 Pages 56 Pages per TripAdvisor Users VS
per TripAdvisor Users
VS per Non-TripAdvisor Users per Non-TripAdvisor Users
3.2 of these on
37 of these on TripAdvisor TripAdvisor
Total Minutes
Searches
+257% +186%
164 min 46 min
per TripAdvisor Users VS per Non-TripAdvisor Users
40 VS 14
42 of these on TripAdvisor per TripAdvisor Users per Non-TripAdvisor Users
Source: comScore Data Services
14TripAdvisor Research – Worldwide
Distribution of Research Length for TripAdvisor Interactors by Week
80%
98% 100% 100%
100% 95%
90%
90% 86%
80%
80% of research takes longer than 4 weeks to 76%
72%
complete, indicating a significant68%
opportunity
70% 64%
to influence travel 4+ weeks
59% out
60% 55%
52%
49%
50% 45%
42%
38%
40% 35%
32%
29%
30% 26%
23%
20%
20% 17%
14%
10%
10% 5%
0%
Amount Of Time Before Booking Takes Place
Source: comScore Data Services
15First Search Analysis Shows
Brand Opportunity
2% 5% 2% 5% Keyword Examples used by travel
searchers:
22%
24% 21%
34%
• Generic: “Vacation Packages”,
3% 2%
4% “Cheap Holidays 2017”
0%
• Generic destination: “New Zealand
Adventure Tours”, “4 day breaks to
Iceland”
73% 73%
64% 67%
73% of all first searches worldwide in
2017 are generic with 2% adding a
destination
2014 2015 2016 2017
Generic Generic Destination* Branded No Pre Purchase Search
Source: comScore Data Services
16
*Generic destination analysis was only added in the 2015 studyAirline Transactors: • Worldwide, 54% of airline transactors visit
TripAdvisor before the airline purchase
When do they visit TripAdvisor? • Canada has the highest proportion of airline
transactors who visit before the purchase day
• In Germany, 54% of TripAdvisor visitors visit
First TripAdvisor Visit
after their airline transaction
Canada 64% 6% 29%
Italy 63% 12% 25%
United Kingdom 59% 9% 32%
Spain 57% 9% 34%
Brazil 54% 3% 43%
United States 54% 14% 32%
India 53% 7% 40%
Australia 52% 7% 41%
Japan 52% 6% 42%
France 43% 10% 46%
Germany 40% 7% 54%
WW 54% 11% 35%
Before Transaction On Transaction Day After Transaction
Source: comScore Data Services
17Hotel Transactors: • Worldwide, 57% of hotel transactors visit
TripAdvisor before their purchase
When do they visit TripAdvisor? • Over ¼ of India transactors make their 1st visit
TripAdvisor on the day they make a purchase
• 45% of transactors in France first visit
First TripAdvisor Visit
TripAdvisor after they have made a purchase
Japan 86% 2% 12%
Italy 78%0% 22%
Brazil 70% 2% 28%
Canada 69% 10% 21%
Spain 64% 18% 17%
United Kingdom 58% 12% 29%
United States 54% 16% 30%
Australia 53% 16% 31%
France 52% 3% 45%
Germany 52% 15% 33%
India 44% 27% 28%
WW 57% 15% 29%
Before Transaction On Transaction Day After Transaction
Source: comScore Data Services
18OTA Transactors: • Worldwide, 55% of OTA transactors visit
TripAdvisor before their purchase
When do they visit TripAdvisor? • Spain has the highest proportion of OTA
transactors who visit before the purchase day
• In Japan, 43% of TripAdvisor visitors visit after
First TripAdvisor Visit
their OTA transaction
Spain 66% 12% 22%
Italy 64% 13% 23%
United Kingdom 62% 13% 25%
United States 57% 19% 24%
Canada 55% 19% 25%
Brazil 55% 9% 37%
Australia 54% 10% 36%
India 49% 12% 39%
Japan 46% 11% 43%
France 44% 16% 40%
Germany 43% 18% 39%
WW 55% 15% 30%
Before Transaction On Transaction Day After Transaction
Source: comScore Data Services
19Average Path to Purchase
Users are more engaged at the start and end of their research with a slight lull in the middle. Hotel transactors
spend the highest amount of time researching, peaking towards the end of their research
Average Minutes
Start Middle End Total
Airlines 50.8 49.7 59.3 159.7
Hotels 58.7 57.9 74.8 191.4
OTAs 50.3 44.9 56.1 151.3
TripAdvisor 54.1 48.6 61.3 164.0
Users
Source: comScore Data Services
20Most popular sites • The week before a hotel transaction is generally when
the most popular sites in the purchase process are most
visited prior to a
visited
• Nearly half of Hilton visits occur on the same day as a
Hotel transaction
transaction
Share of visits to most popular sites prior to Hotel transactions
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
5 weeks+ 4 Weeks 3 Weeks 2 Weeks 1 Week Same Day
TripAdvisor 16% 10% 11% 11% 28% 24%
Booking.com 13% 12% 8% 15% 23% 29%
Expedia 11% 9% 16% 11% 34% 20%
Choice Hotels 10% 9% 11% 17% 12% 40%
Hilton 10% 5% 3% 8% 26% 48%
Source: comScore Data Services
21Most popular sites • There appears to be a similar pattern amongst users of
the most visited sites with activity dropping after the
visited prior to a
initial research before building up closer to booking time
• There is a lot of activity in the week leading up to the
OTA transaction
transaction with nearly half of Booking.com visits
occurring on the day of booking
Share of visits to most popular sites prior to OTA transactions
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
5 weeks+ 4 Weeks 3 Weeks 2 Weeks 1 Week Same Day
Booking.com 11% 8% 7% 9% 24% 42%
TripAdvisor 21% 10% 9% 15% 25% 21%
Expedia 13% 10% 8% 13% 27% 30%
Priceline 23% 7% 7% 11% 26% 27%
Hotels.com 15% 9% 7% 8% 24% 35%
Source: comScore Data Services
22Appendix – Supporting material
comScore Methodology
• comScore measures the online activity of a panel in excess of 2 million people
• The comScore panel is a representative cross section of worldwide regions and countries, with a consistently defined
universe of users
• comScore’s approach continuously and passively tracks all online behaviour of panel members in more than 200 countries
• Once the comScore meter is downloaded and installed on a panelist’s machine, comScore sees everything they do online
comScore Collection Servers
Configured Browser
Web Server
Source: comScore Data Services
24Sites Studied for Transactions
4travel.jp aircanada.com ana.co.jp britishairways.com cruisedeals.co.uk enterprise.com firstchoice.co.uk holidaycheck.de
aa.com airchina.com.cn applevacations.com budget.com csair.com enterprise.de flightcentre.com.au holidaygems.co.uk
ab-in-den-urlaub.de aireuropa.es asiatravel.com buget.com ctrip.com enterprise.es flighthub.com holidayinn.com
accorhotels.com airfrance.ca atrapalo.com carnival.com cvc.com.br enterprise.uk fluege.de homeaway.co.uk
aerlingus.com airfrance.co.uk austrian.com cathaypacific.ca daysinn.com escapadarural.com flybe.com homeaway.com
aeroflot.ru airfrance.com avianca.com cathaypacific.co.jp decolar.com eurostar.co.uk flyfrontier.com homelidays.com
aerolineas.com.ar airfrance.com.br avianca.com.br cathaypacific.com delta.com eurostar.com fourseasons.com homelidays.es
agoda.com airfrance.fr avis.com ceair.com disney.go.com eurowings.com germanwings.com homelidays.it
airasia.com airfrance.us bahia-principe.com celebritycruises.co.uk disneyland.disney.go.com expedia.ca goibibo.com hooroo.com
airasiago.com airindia.in bahn.de cheapcaribbean.com disneyworld.disney.go.com expedia.co.in goindigo.in hostelworld.com
airberlin.com airnewzealand.co.nz barcelo.com cheapoair.ca dollar.com expedia.co.jp greyhound.com hoteis.com
airbnb.ca airtran.com bestwestern.co.uk cheapoair.com easyjet.com expedia.co.uk h10hotels.com hotel.de
airbnb.co.in airtransat.ca bestwestern.com cheaptickets.com ebookers.com expedia.com happyhotel.jp hotel.qantas.com.au
airbnb.co.uk airtransat.com bestwestern.de choicehotels.ca ebookers.fr expedia.com.au haven.com hotelclub.com
airbnb.com alamo.com bestwestern.fr choicehotels.com edreams.co.uk expedia.com.br hawaiianair.com hoteles.com
airbnb.com.br alaskaair.com bestwestern.it cleartrip.com edreams.es expedia.de helloworld.com.au hotelindigo.com
airbnb.de alaskaair.net book.goindigo.in cncn.com edreams.fr expedia.es hertz.ca hotels.com
airbnb.es alaskaairlines.com booking.com copaair.com edreams.it expedia.fr hertz.com hotels.de
airbnb.fr alitalia.com bookit.com costacrociere.it elong.com expedia.it hertz.com.br
americanexpress-
airbnb.it bookryanair.com courtyard hotels emirates.com fairmont.com hilton.com
travel.com
airbnb.jp amtrak.com breakfree.com.au crowneplaza.com enterprise.ca fewo-direkt.de his-j.com
Source: comScore Data Services
25Sites Studied for Transactions
hotels.fr jetstar.com malaysiaairlines.com onthebeach.co.uk riu.com super8.com travelrepublic.co.uk virgintrainseastcoast.com
hotels.it jreast.co.jp mandarinoriental.com opodo.co.uk royalcaribbean.co.uk swiss.com travelyaari.com voeazul.com.br
hotelsclick.com jtb.co.jp mangocity.com opodo.de royalcaribbean.com tajhotels.com tui.com voegol.com.br
hoteltravel.com justfly.com mantra.com.au opodo.fr rumbo.es tam.com.br tui.fr volagratis.com
hotelurbano.com klm.com marriott.co.uk opodo.it rurubu.com tamviagens.com.br tuniu.com volaris.com
hotwire.com knt.co.jp marriott.com orbitz.com rurubu.travel thetrainline.com turkishairlines.com volotea.com
hrs.com koreanair.com marriott.de ownersdirect.co.uk ryanair.com thomascook.com uhaul.com voyages-sncf.com
hrs.de kuoni.co.uk melia.com oyorooms.com sawasdee.com thomascook.de unidas.com.br vrbo.com
hyatt.com lan.com mercure.com pegipegi.com secureshoppingbasket.com thomascook.fr united.com vueling.com
iberia.com lastminute.com.au meridiana.it premierinn.com shangri-la.com thomson.co.uk universalorlando.com webjet.com.au
iberostar.com latam.com mgmresorts.com priceline.com singaporeair.com thrifty.com universalstudioshollywood.com westjet.com
ibis.com laterooms.com monarch.co.uk princehotels.co.jp skyticket.jp tieyou.com usairways.com wimdu.de
ihg.com localiza.com movida.com.br promovacances.com smiles.com.br tigerair.com vegas.com wimdu.es
ikyu.com loewshotels.com nationalcar.ca pullmanhotels.com sofitel.com tiket.com venere.com wizzair.com
irctc.co.in logitravel.com nationalcar.com qantas.com.au southwest.com toyoko-inn.com viajanet.com.br wotif.com
jal.co.jp loveholidays.com nationalexpress.com qatarairways.com spicejet.com travel.americanexpress.com vikingrivercruises.com wyndham.com
Jalan.net lq.com nh-hoteles.es qunar.com spirit.com travel.rakuten.co.jp virginamerica.com wyndhamhotels.com
jet2.com lufthansa.com norwegian.com rakuten.co.jp starwoodhotels.com travelbag.co.uk virgin-atlantic.com yatra.com
jet2holidays.com lvmama.com novotel.com rakuten.com starwoodhotels.com/Sheraton travelocity.ca virginaustralia.com
jetairways.com ly.com nta.co.jp ramada.com starwoodhotels.com/westin travelocity.com virginholidays.co.uk
jetblue.com makemytrip.com omnihotels.com redroof.com starwoodhotels.com/whotels travelodge.co.uk virgintrains.co.uk
Source: comScore Data Services
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