Influencers Throughout the Travel Booking Path to Purchase

Traveler’s PATH TO PURCHASE METHODOLOGY

▶ Expedia 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 Qualifications Behavioral Data Sources • Age 18+ • comScore PC Panel (2MM devices worldwide) • Live in UK, US or Canada (each country required • comScore Mobile Panel (20,000 devices) for each market being analyzed) • comScore Multi-Platform • Booked travel online within the past 6 months • comScore Census Tags (>1.5 trillion events monthly) • Survey yielded: • United Kingdom: 817 total completes • United States: 805 total completes Survey Statistical Reliability • Canada: 815 total completes • A sample of 800 is reliable within ±3.5% points at a • Fielding dates: March 14 – 23, 2016 95% confidence interval • A sample of 500 is reliable within ±4.4% points at a 95% confidence interval

2 DIGITAL TRAVEL CONTENT CONSUMPTION TRENDS

3 50 MILLION 258 MILLION 30 MILLION DIGITAL UK USERS DIGITAL US USERS DIGITAL CANADA CONSUMING CONSUMING USERS CONSUMING 239 BILLION 1.5 TRILLION 148 BILLION DIGITAL MINUTES DIGITAL MINUTES DIGITAL MINUTES EACH MONTH EACH MONTH EACH MONTH

Data Source: comScore Media Metrix Multi-Platform Reporting, April 2016 data, Unique Visitors & Total Minutes. 4 75% MORE THAN 70% DIGITAL UK USERS 60% DIGITAL CANADIAN CONSUME TRAVEL DIGITAL US USERS USERS CONSUME CONTENT CONSUME TRAVEL TRAVEL CONTENT CONTENT

Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, UK, US, CA, January 2015 – April 2016 data, Total Minutes. 5 2.4 BILLION 8.7 BILLION 806 MILLION MINUTES MINUTES MINUTES SPENT ON DIGITAL SPENT ON DIGITAL SPENT ON DIGITAL TRAVEL CONTENT TRAVEL CONTENT TRAVEL CONTENT IN THE UK IN THE US IN CANADA

44% INCREASE 41% INCREASE 18% INCREASE YEAR OVER YEAR YEAR OVER YEAR YEAR OVER YEAR

Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, UK, US, CA, January 2015 – April 2016 data, Total Minutes. 6 THE ONLINE TRAVEL AUDIENCE IS BIG & BECOMING MORE MOBILE

100%

80% 82% 75% 72% 73% 67% 60% 65% 64%

55% 56% 56% 55% 54% 40%

20%

0% February 2015 February 2016 April 2015 April 2016 Apr-2015 Apr-2016

DESKTOP MOBILE

Source: comScore Media Metrix & Mobile Metrix Media Trend Reporting, UK, February 2015-February 2016 data; US, January 2015- April 2016 data; CA, April 2015-April 2016 data, Reach of Travel from each Platform to Total Digital Unique Visitors 7 DESKTOP USAGE BY DIGITAL TRAVELERS SHRINKING IN FAVOR OF MOBILE & MULTI-DEVICE

26% 27% 32% 35% 44% 45% 27% 29% 37% 28% 30% 54%

31% 20% 28% 25% 46% 36%

Apr-2015 Apr-2016 Apr-2015 Apr-2016 Apr-2015 Apr-2016

MOBILE-ONLY MULTI-PLATFORM DESKTOP-ONLY

Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, UK, US, CA, April 2015-April 2016 data, Share of Total Digital Travel Users. 8 MORE MINUTES STILL SPENT ENGAGING WITH TRAVEL CONTENT ON DESKTOP BUT MOBILE IS TRENDING UPWARDS

1,800 1,600 1,400 1,200

MM 1,000 800 600 400 200 0 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, UK, January 2015 – May 2016 data, Total Minutes. 9 MORE MINUTES ARE SPENT ENGAGING WITH TRAVEL CONTENT ON MOBILE DEVICES THAN ON DESKTOP

6,000

5,000

4,000

MM 3,000

2,000

1,000

0 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

DESKTOPS MINUTES (MM) MOBILE MINUTES (MM)

Data Source: comScore Media Metrix Multi-Platform Media Trend Reporting, US, January 2015 – April 2016 data, Total Minutes. 10 MORE MINUTES ARE STILL SPENT ENGAGING WITH TRAVEL CONTENT ON DESKTOP THAN ON MOBILE

800

700

600

500

MM 400

300

200

100

0 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, CA, January 2015 – May 2016 data, Total Minutes. 11 BROWSERS ARE STILL THE PRIMARY WAY MOBILE TRAVEL INFORMATION IS ACCESSED ACROSS DEVICES

100% 90% 80% 70% 37% 60% 50% 64% 40% 74% 30% 20% 10% 36% 63% 26% 0% Total Travel Category (All Platforms) Total Travel Category (All Platforms) Total Travel Category (All Platforms)

BROWSER APPLICATION

Data Source: comScore Mobile Metrix Reporting, UK, February 2016 data; US, April 2016; CA, April 2016; Total Minutes, Travel Category Cut by Access Method (Application versus Browser) 12 BROWSERS ARE STILL PRIMARILY USED ON TABLETS TO ACCESS MOBILE TRAVEL INFORMATION

30%

53% 62%

92% 90% 91% 8% 47% 10% 70% 9% 38%

BROWSER APPLICATION

Data Source: comScore Mobile Metrix Reporting, UK, February 2016 data; US, April 2016 data; CA, April 2016 data; Total Minutes, Travel Category Cut by Access Method (Application versus Browser) 13 INFLUENCERS THROUGHOUT THE TRAVEL BOOKING PATH TO PURCHASE

14 ONLINE BOOKERS INCREASINGLY ENGAGE WITH TRAVEL CONTENT IN THE WEEKS LEADING UP TO PURCHASE

Number of visits to travel sites Average Travel Site Visits per Week made by bookers 45 days (Number of travel sites visited per week by the average before booking: 35.0 segment member, Dec’15-Feb’16 aggregate) 30.0 25.0 121 20.0 15.0 10.0 140 5.0 - Week 6 Week 5 Week 4 Week 3 Week 2 Week 1 Week of 161 before before before before before before booking UK US CA

Data Source: comScore UK, US and CA 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) 15 ONLINE TRAVEL BOOKERS INCREASINGLY ENGAGE WITH TRAVEL CONTENT THROUGHOUT THE WEEKS PRECEDING A BOOKING EVENT Average Visits to Travel Categories per Week (Average visits per booker to sites within each travel category, aggregate by week)

6 Weeks Out 5 Weeks Out 4 Weeks Out 9.9 9.1 9.2 6.4 6.1 8.4 5.9 8.3 5.5 7.7 7.4 7.3 5.1 7.0 6.9 6.9 6.9 4.7 4.7 4.8 4.7 6.5 6.8 6.2 3.9 4.0 5.1 5.1 5.1 5.3 4.9 4.9 4.8 3.0 3.7 2.5 3.4 3.6 2.2 2.2 3.0 2.6 2.6 2.5 2.5

DMO Hotels OTAs Airlines Travel DMO Hotels OTAs Airlines Travel DMO Hotels OTAs Airlines Travel & Resorts Information & Resorts Information & Resorts Information

UK US CA

Data Source: comScore UK Desktop Panel, December 2015-February 2016; US, December 2015-February 2016; CA, December 2015-February 2016; Custom Travel Booker Audience Segment 16 ONLINE TRAVEL BOOKERS INCREASINGLY ENGAGE WITH TRAVEL CONTENT THROUGHOUT THE WEEKS PRECEDING A BOOKING EVENT Average Visits to Travel Categories per Week (Average visits per booker to sites within each travel category, aggregate by week)

3 Weeks Out 2 Weeks Out

9.5 8.8 10.0 7.6 7.6 8.8 9.1 7.0 7.0 7.2 8.4 7.9 7.3 7.2 5.8 6.7 6.8 6.9 5.3 5.2 4.6 5.5 3.6 3.1 3.1 3.8 2.9 3.2 2.6 2.6

DMO Hotels OTAs Airlines Travel DMO Hotels OTAs Airlines Travel & Resorts Information & Resorts Information

UK US CA

Data Source: comScore UK Desktop Panel, December 2015-February 2016; US, December 2015-February 2016; CA, December 2015-February 2016; Custom Travel Booker Audience Segment 17 ONLINE TRAVEL BOOKERS INCREASINGLY ENGAGE WITH TRAVEL CONTENT THROUGHOUT THE WEEKS PRECEDING A BOOKING EVENT Average Visits to Travel Categories per Week (Average visits per booker to sites within each travel category, aggregate by week)

1 Week Out Week of Booking

8.7 10.0 8.4 8.2 8.3 7.8 9.2 7.5 7.7 8.5 6.5 6.4 7.3 7.6 6.2 6.9 5.9 6.5 6.4 6.7 5.9 5.3

3.2 3.3 3.5 2.7 2.7 2.6 2.6 2.9

DMO Hotels OTAs Airlines Travel DMO Hotels OTAs Airlines Travel & Resorts Information & Resorts Information

UK US CA

Total Visits Share Throughout 45 Day Path to Booking

5% 3% 4% 2% 2% 3% OTA OTA OTA 10% 4% 9% 32% 33% 13% 33% 15% 15%

17%

16% 17% 21% 21% 26%

OTA Travel Information Accomodations Airline Ground/Rail/Auto/Bus DMO Other

Data Source: comScore UK, US, CA Desktop Panels, Custom Path to Booking Visitation Analysis, Share of Total Visits, Online Travel Booker Segment: Dec ’15 – Feb ’16 19 SEARCH ENGINES & FAMILY/FRIENDS MOST USED AT THE BEGINNING OF TRIP PLANNING

When I First Started – Inspiration 100% 90% 80% 70% 69% 71% 60% 68% 68% 66% 66% 50% 50% 52% 40% 49% 41% 41% 30% 39% 36% 32% 30% 20% 10% 0% Search engines Friend / family Recs OTAs Airline Sites Hotel Sites

UK US CA

Data Source: comScore Survey, WHENRESOURCEUK. TOP 5 - WHEN DID YOU USE EACH RESOURCE FOR THE RECENT BOOKING OF YOUR TRIP?, Among UK Online Travel Buyers Who Used Each Resource (n=14*-202) *Caution: small sample size (n=30-50), Friend / family recommendations Right before booking and Used to book, Search engines Used to book; Among US Online Travel Bookers Who Used Each Resource (n=193-296); Among CA Online Travel Bookers Who Used Each Resource (n=246-314) 20 SHARE SHIFTS BETWEEN SOURCES OF INFLUENCE AS TRAVELERS RESEARCH & NARROW OPTIONS

When I Was Narrowing Options – Research 100% 90% 80% 70% 60% 50% 40% 42% 43% 30% 39% 39% 37% 37% 39% 34% 31% 33% 32% 28% 29% 20% 27% 25% 10% 0% Search engines Friend / family Recs OTAs Airline Sites Hotel Sites

UK US CA

Data Source: comScore Survey, WHENRESOURCEUK. TOP 5 - WHEN DID YOU USE EACH RESOURCE FOR THE RECENT BOOKING OF YOUR TRIP?, Among UK Online Travel Buyers Who Used Each Resource (n=14*-202) *Caution: small sample size (n=30-50), Friend / family recommendations Right before booking and Used to book, Search engines Used to book; Among US Online Travel Bookers Who Used Each Resource (n=193-296); Among CA Online Travel Bookers Who Used Each Resource (n=246-314) 21 SEARCH ENGINES AND FRIENDS/FAMILY DECREASE IN USAGE DURING CONSIDERATION

Right Before Booking – Consideration 100% 90% 80% 70% 60% 50% 40% 30% 33% 31% 30% 20% 29% 29% 28% 27% 24% 26% 26% 23% 21% 10% 18% 16% 18% 0% Search engines Friend / family Recs OTAs Airline Sites Hotel Sites

UK US CA

Data Source: comScore Survey, WHENRESOURCEUK. TOP 5 - WHEN DID YOU USE EACH RESOURCE FOR THE RECENT BOOKING OF YOUR TRIP?, Among UK Online Travel Buyers Who Used Each Resource (n=14*-202) *Caution: small sample size (n=30-50), Friend / family recommendations Right before booking and Used to book, Search engines Used to book; Among US Online Travel Bookers Who Used Each Resource (n=193-296); Among CA Online Travel Bookers Who Used Each Resource (n=246-314) 22 OTA, HOTEL AND AIRLINE SITE USAGE CONSISTENT THROUGHOUT THE PURCHASE PATH

Used to Book – Conversion 100% 90% 80% 70% 60% 50% 40% 48% 42% 40% 30% 36% 36% 31% 33% 20% 8% 8% 23% 21% 10% 5% 5% 7% 6% 0% Search engines Friend / family Recs OTAs Airline Sites Hotel Sites

UK US CA

Data Source: comScore Survey, WHENRESOURCEUK. TOP 5 - WHEN DID YOU USE EACH RESOURCE FOR THE RECENT BOOKING OF YOUR TRIP?, Among UK Online Travel Buyers Who Used Each Resource (n=14*-202) *Caution: small sample size (n=30-50), Friend / family recommendations Right before booking and Used to book, Search engines Used to book; Among US Online Travel Bookers Who Used Each Resource (n=193-296); Among CA Online Travel Bookers Who Used Each Resource (n=246-314) 23 How & When the 11% Use THOSE USING SOCIAL Social Media MEDIA TEND TO 30% ENGAGE MORE IN THE 28% BEGINNING OF THE 25% 19%

PURCHASE PATH 14% 10% 7% 5% 4%

When I First Started When I Was Narrowing Right Before Booking Options 11% Viewed travel pictures/videos from people you follow OF ONLINE TRAVEL BOOKERS Looked for trip deals ACROSS ALL THREE MARKETS Asked for feedback from friends/family about destinations USE SOCIAL MEDIA IN THEIR Looked for destination inspiration TRAVEL RESEARCH PROCESS Read articles/blogs Shared ideas with trip companions

Data source: comScore Survey, SOCIALWHEN. WHEN DID YOU PERFORM THE FOLLOWING ACTIVITIES USING SOCIAL MEDIA FOR YOUR RECENTLY BOOKED TRIP?, Among US, CA, and UK Online Travel Bookers Who Used Social Media (n=260) 24 DESTINATION DECISION INFLUENCERS

25 NUMBER OF DESTINATIONS CONSIDERED

35% 46% 48% 54% 52% 65%

1 Destination Considered 2+ Destination Considered

Data Source: comScore Survey, , DESTINATIONS. PRIOR TO DECIDING ON YOUR FINAL DESTINATION, HOW MANY OTHER DESTINATIONS DID YOU CONSIDER VISITING?, Among Total UK Online Travel Buyers (n=817); Among Total U.S. Online Travel Bookers (n=805), Among Total CA Online Travel Bookers (n=815) 26 REGIONS TRAVEL BOOKERS RESEARCH MOST

2% 2% 5% 3% 3% 2%

3% 7% 8% 9% 31% 33% 11% 12% 11%

61% 13% 18% 14%

27% 26%

Europe United States Europe Asia Europe Latin America Latin America Latin America Asia US Asia US Africa Africa Canada Australia& New Zealand Canada Africa Canada Australia & New Zealand Australia & New Zealand

Data Source: comScore UK, US, CA Desktop Panels, Custom Path to Booking Visitation Analysis Using comScore Proximic Categorization, Total Travel Pages Across 45 Day Booking Path, Online Travel Booker Segment: December 2015-February 2016. 27 OTAS WERE THE MOST INFLUENTIAL ONLINE RESOURCE IN BOOKERS’ DESTINATION DECISIONS

19%

18% 18% 17% 16% 15% 14% 14%

11% 12%

9% 8% 8% 7% 6% 6% 5% 5% 4% 5% 3%

OTAs Friend/family Search engines Airline sites Hotel sites Travel Search engine recommendations info sites travel sites

UK US CA

Data Source: comScore Survey, INFLUENTIALRESOURCEUK. MOST INFLUENTIAL - PLEASE RANK THE TOP THREE RESOURCES THAT INFLUENCED YOUR DESTINATION DECISION. Among UK Online Travel Buyers Who Used Resources (n=780). <3%: Offline travel agency, social media, my company’s travel site, ground transportation/cruise sites, travel books/magazines, aggregator sites, blogs, online travel videos, live TV shows, deal buying sites, home rental sites, destination’s call centre, rental car sites, other; Among US Online Travel Bookers Who Used Resources (n=758). <3%: Social media, online travel guide sites, car rental sites, 28 deal buying sites, home rental sites, ground transportation/cruise sites, offline travel agency, online travel videos, destination’s call center, my company’s travel site, live TV shows, blogs; 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 IMPACT OF ADVERTISING ON TRAVEL BOOKING DECISIONS

29 ADVERTISING CAN INFLUENCE TRAVELER DESTINATION DECISIONS

30% 27% 38%

OF TRAVEL BOOKERS WERE 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 UK Online Travel Buyers Who Considered More than One Destination (n=817); Among Total US Online Travel Bookers Who Considered More than One Destination (n=253); Among Total CA Online Travel 30 Bookers Who Considered More than One Destination (n=425) TRAVEL BOOKERS NOTICE TRAVEL ADVERTISING

59% 47% 64%

OF TRAVEL BOOKERS RECALLED SEEING A TRAVEL AD WHILE SHOPPING FOR OR BOOKING TRAVEL

Data Source: comScore Survey, ADAWARE. DID YOU NOTICE ANY ADVERTISING RELATED TO THE FOLLOWING SERVICES WHILE YOU WERE SHOPPING FOR OR BOOKING YOUR TRAVEL?, Among Total UK Online Travel Bookers (n=817); Among Total US Online Travel Bookers (n=805); Among Total CA Online Travel Bookers (n=815) 31 LARGEST POTENTIAL FOR ADVERTISING IMPACT DURING INITIAL STAGES OF TRAVEL BOOKING PATH

66% 66% 63% Hotel 57%

49% Air Travel

30% Travel package

21% Car rental 20%

19% 19% Cruise

When I First Started When I Was Narrowing Options Right Before Booking

Data Source: comScore Survey, ADNOTICE. WHEN DID YOU NOTICE ADVERTISING RELATED TO EACH TRAVEL SERVICE? Among All Online Travel Buyers Who Noticed Ads for Each Service (n=371-944), US (n=112-245), UK (n=119-345), CA (n=140-354) 32 AS TRAVEL AD IMPRESSIONS INCREASE, BOOKERS RECALL FEWER ADS

160000 100% 90% 140000 80% 120000 73% 66% 70% 100000 54% 60% 54% 80000 50% 51% 40% 60000 34% 32% 30% 40000 29% 20% 20000 18% 10% 0 0% When I first started When I was narrowing options Right before booking

Average Number of Weekly Impressions Average Recall Rate

UK US CA UK US CA

Data Sources: Total Impressions Volume Metric: Data Source: comScore UK, US, CA Desktop Panels, 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 UK (n = 141-360), US (n=364), CA (n=524) Online Travel Buyers Who Noticed Ads for Each Service 33 EXAMPLE: AMERICAN TRAVELER PATH TO PURCHASE

34 ACTUAL ONLINE TRAVEL PACKAGE BOOKER PATH LEADING UP TO BOOKING EVENT Actual purchase path of a travel package booker (desktop in blue, mobile in teal).

START Day 44 Day 43 Day 42 Day 41

• GOOGLE.COM (2 Pages) • WESTMARINE.COM (4 Pages) • PARAGONRELS.COM (17 Pages) • DISH.COM • GOOGLE.COM • AVISTAUTILITIES.COM (6 Pages) • CRUISINGWORLD.COM • GOOGLE.COM • DISHNETWORK.COM • CAPITALONE.COM (19 Pages) • I-DOXS.NET (4 Pages) • GOOGLE.COM (6 Pages) • GROUPON.COM (11 Pages) • AVISTAUTILITIES.COM (2 Pages) • NCTV.COM • GOOGLE.COM (2 Pages) • FACEBOOK.COM • GOOGLE.COM • AMAZON.COM • PARAGONRELS.COM (53 Pages) • MYMEALTIME.COM (6 Pages) • ANGIESLIST.COM • BING.COM (3 Pages) • GOOGLE.COM (2 Pages) • GOOGLE.COM (5 Pages) • GOOGLE.COM (6 Pages) • SECUREDSHOPGATE.COM (2 Pages) • AMAZON.COM (26 Pages) • SHOPZILLA.COM (3 Pages) • INTELIUS.COM • GOOGLE.COM • GOOGLE.COM (2 Pages) • BACKCOUNTRY.COM (5 Pages) • ELENDERSOLUTIONS.COM (9 Pages) • PARAGONRELS.COM (29 Pages) • AMAZON.COM • PROBOARDSHOP.COM (2 Pages) • MT.GOV (6 Pages) • GOOGLE.COM (3 Pages) • GOOGLE.COM (5 Pages) • JOBRAPIDO.COM (2 Pages) • GMFINANCIAL.COM (4 Pages) • HELLYHANSEN.COM (6 Pages) • PARAGONRELS.COM (12 Pages) • SPEEDPAY.COM (2 Pages) • THENORTHFACE.COM (4 Pages) • Travel Information (4 Pages) • GOOGLE.COM (2 Pages) • REI.COM (2 Pages) • THENORTHFACE.COM • OVERSTOCK.COM (5 Pages) • MOOSEJAW.COM (19 Pages) • EVYY.NET • SOLIDIFI.COM (10 Pages)

35 ACTUAL ONLINE TRAVEL PACKAGE BOOKER PATH LEADING UP TO BOOKING EVENT Actual purchase path of a travel package booker (desktop in blue, mobile in teal).

Day 38 Day 37 Day 36 Day 35 Day 34

• SURVEYSANDPROMOTIONSONLINE.COM (9 • GOOGLE.COM (2 Pages) • GOOGLE.COM (3 Pages) • GOOGLE.COM (2 Pages) • MYMEALTIME.COM (3 Pages) Pages) • PARAGONRELS.COM (82 Pages) • MTB.COM (2 Pages) • AMAZON.COM (5 Pages) • MSN.COM • SRCHSELECTFLOW.COM • ELENDERSOLUTIONS.COM (8 Pages) • FNFISMD.COM (12 Pages) • GOOGLE.COM • BING.COM • GOOGLE.COM (3 Pages) • GOOGLE.COM (2 Pages) • SOLIDIFI.COM (8 Pages) • PARAGONRELS.COM (24 Pages) • VERIZONWIRELESS.COM (5 Pages) • AMAZON.COM (4 Pages) • ELENDERSOLUTIONS.COM (2 Pages) • ORBITZ.COM (19 Pages) • ELENDERSOLUTIONS.COM (8 Pages) • VERIZONWIRELESS.COM (6 Pages) • SOLIDIFI.COM (12 Pages) • GOOGLE.COM (2 Pages) • GOOGLE.COM • GOOGLE.COM • GOOGLE.COM • PARAGONRELS.COM (33 Pages) • PARAGONRELS.COM (23 Pages) • EMORTGAGELOGIC.COM • MSN.COM (0 Pages) • GOOGLE.COM • AMAZON.COM • GOOGLE.COM (2 Pages) • PARAGONRELS.COM (26 Pages) • GOOGLE.COM • PARAGONRELS.COM (8 Pages) • ELENDERSOLUTIONS.COM (5 Pages) • AMAZON.COM (3 Pages) • GOOGLE.COM (2 Pages) • ELENDERSOLUTIONS.COM (5 Pages) • PARAGONRELS.COM (20 Pages) • GOOGLE.COM • GOOGLE.COM (2 Pages) • PARAGONRELS.COM (59 Pages) • GOVERNMAX.COM (11 Pages) • GOOGLE.COM (3 Pages) • FLEXMLS.COM (15 Pages) • MOOSEJAW.COM (10 Pages) • UPS.COM (3 Pages) • GOOGLE.COM • MOUNTAINWESTBANK.COM • NETTELLER.COM (7 Pages) • GOOGLE.COM (3 Pages) • GOVERNMAX.COM (8 Pages) • FLEXMLS.COM (45 Pages) • GOOGLE.COM (2 Pages) • USPS.COM • GOOGLE.COM

36 ACTUAL ONLINE TRAVEL PACKAGE BOOKER PATH LEADING UP TO BOOKING EVENT Actual purchase path of a travel package booker (desktop in blue, mobile in teal).

Day 33 Day 32 Day 31 Day 30 Day 29

• GOOGLE.COM (2 Pages) • GOOGLE.COM (2 Pages) • PARAGONRELS.COM (9 Pages) • SURVEYSANDPROMOTIONSONLINE.COM (7• GOOGLE.COM (2 Pages) • ZILLOW.COM (3 Pages) • BING.COM • AMAZON.COM (3 Pages) Pages) • ACTIVE.COM (3 Pages) • FLEXMLS.COM (62 Pages) • GOOGLE.COM (1Pages) • GOOGLE.COM (5 Pages) • GOOGLE.COM (2 Pages) • GOOGLE.COM • PLANEFINDER.NET (4 Pages) • YTRAVELBLOG.COM • GOVERNMAX.COM (8 Pages) • ORBITZ.COM (4 Pages) • GLOBALGOLF.COM (12 Pages) • PARAGONRELS.COM (66 Pages) • PARAGONRELS.COM (19 Pages) • GOOGLE.COM (8 Pages) • RETAILMENOT.COM • GOOGLE.COM • EMORTGAGELOGIC.COM (2 Pages) • MSN.COM • KLM.COM (3 Pages) • PARAGONRELS.COM (76 Pages) • GOOGLE.COM (2 Pages) • Travel Information • GUINNESS-STOREHOUSE.COM (2 Pages) • EMORTGAGELOGIC.COM (2 Pages) • HEALTHCARE.GOV (9 Pages) • FLEXMLS.COM (26 Pages) • GOOGLE.COM (3 Pages) • BING.COM • GOOGLE.COM • PARAGONRELS.COM (36 Pages) • YOURHEALTHIDAHO.ORG (2 Pages) • ACTIVE.COM • GOOGLE.COM (4 Pages) • FLEXMLS.COM (8 Pages) • PARAGONRELS.COM (4 Pages) • IRS.GOV (15 Pages) • GOOGLE.COM • PARAGONRELS.COM (12 Pages) • FLEXMLS.COM (39 Pages) • FORSALEBYOWNER.COM (2 Pages) • PARAGONRELS.COM (5 Pages) • GOOGLE.COM • FLEXMLS.COM (26 Pages) • FORSALEBYOWNERBOOKERSGUIDE.COM • PARAGONRELS.COM (5 Pages) • FLEXMLS.COM (23 Pages) • SOLIDIFI.COM (9 Pages) • GOOGLE.COM • TRIPADVISOR.COM (5 Pages) • GOOGLE.COM (3 Pages) • LONELYPLANET.COM • GOOGLE.COM • PARAGONRELS.COM (6 Pages)

37 ACTUAL ONLINE TRAVEL PACKAGE BOOKER PATH LEADING UP TO BOOKING EVENT Actual purchase path of a travel package booker (desktop in blue, mobile in teal).

Day 24 Day 23 Day 22 Day 21 Day 20

• PARAGONRELS.COM (63 Pages) • FLEXMLS.COM (5 Pages) • GOOGLE.COM • CREDITONEBANK.COM (6 Pages) • GOOGLE.COM (3 Pages) • MICROSOFT.COM • GOOGLE.COM • PARAGONRELS.COM (73 Pages) • GOOGLE.COM (3 Pages) • MENSFITNESS.COM • GOOGLE.COM (3 Pages) • GOVERNMAX.COM (5 Pages) • FLEXMLS.COM (26 Pages) • FITZPATRICKCASTLE.COM (3 Pages) • CROSSFIT.COM (2 Pages) • YOUTUBE.COM (40 Pages) • USSAILING.ORG • GOOGLE.COM • GOOGLE.COM • GOOGLE.COM (3 Pages) • GOOGLE.COM (8 Pages) • WESTMARINE.COM (11 Pages) • PARAGONRELS.COM (27 Pages) • KILRONANCASTLE.IE (4 Pages) • CLIPART.ME (4 Pages) • PANZOID.COM (2 Pages) • GOOGLE.COM (2 Pages) • GOOGLE.COM • GOOGLE.COM • GOOGLE.COM (2 Pages) • GOOGLE.COM (8 Pages) • WESTMARINE.COM (5 Pages) • ALAMODE.COM (14 Pages) • PARAGONRELS.COM (7 Pages) • ARBITERSPORTS.COM (18 Pages) • LIVE.COM (3 Pages) • AMAZON.COM (9 Pages) • GOOGLE.COM • FLEXMLS.COM (42 Pages) • GOOGLE.COM (4 Pages) • AGAR.IO • GOOGLE.COM (2 Pages) • GOVERNMAX.COM (4 Pages) • SPARKPLATFORM.COM (0 Pages) • SKYWEST.COM (2 Pages) • TOTALJERKFACE.COM • YOUTUBE.COM (9 Pages) • FLEXMLS.COM (9 Pages) • FLEXMLS.COM (51 Pages) • KLM.COM (4 Pages) • YOUTUBE.COM • GOOGLE.COM (2 Pages) • MSN.COM (2 Pages) • DELTA.COM (21 Pages) • GOOGLE.COM (6 Pages) • MSN.COM • MICROSOFT.COM • BLOGSPOT.COM • BING.COM • MSN.COM (2 Pages) • FACEBOOK.COM (2 Pages) • GOOGLE.COM • HELLYHANSEN.COM • YOUTUBE.COM • MOUNTAINWESTBANK.COM • AMAZON.COM • NETTELLER.COM (5 Pages) • GOOGLE.COM (4 Pages) • GOOGLE.COM • YOUTUBE.COM (20 Pages) • YOUTUBE.COM (19 Pages) • GOOGLE.COM • FLEXMLS.COM (120 Pages) • HELLYHANSEN.COM • GOOGLE.COM • GOOGLE.COM (3 Pages) • Travel Information • MOOSEJAW.COM (17 Pages) • GOOGLE.COM • PARAGONRELS.COM (25 Pages) • FLEXMLS.COM (75 Pages) • GOOGLE.COM

38 ACTUAL ONLINE TRAVEL PACKAGE BOOKER PATH LEADING UP TO BOOKING EVENT Actual purchase path of a travel package booker (desktop in blue, mobile in teal).

Day 19 Day 18 Day 12 Day 11 Day 10

• ARBITERSPORTS.COM (21 Pages) • TOTALJERKFACE.COM (1 Pages) • AUDIBLE.COM (0 Pages) • GOOGLE.COM (1 Pages) • YOUTUBE.COM (24 Pages) • ARBITERSPORTS.COM (16 Pages) • CENTRUM.COM (1 Pages) • GOOGLE.COM (1 Pages) • PARAGONRELS.COM (70 Pages) • GOOGLE.COM (3 Pages) • INSPECTLET.COM (1 Pages) • YOUTUBE.COM (7 Pages) • PARAGONRELS.COM (140 Pages) • GOOGLE.COM (1 Pages) • TOURFACTORY.COM (2 Pages) • ZILLOW.COM (1 Pages) • ZILLOW.COM • PARAGONRELS.COM (10 Pages) • PARAGONRELS.COM (27 • PARAGONRELS.COM (10 Pages) Pages) • GOOGLE.COM (2 Pages) • MSN.COM • MOOSEJAW.COM (32 Pages) • GOOGLE.COM • GOOGLE.COM (3 Pages) • PARAGONRELS.COM (8 Pages) • HELLYHANSEN.COM (3 Pages) • FLEXMLS.COM (55 Pages) • AMAZON.COM (1 Pages) • GOOGLE.COM (7 Pages) • AMAZON.COM (4 Pages) • EVENTBRITE.COM (4 Pages) • PATAGONIA.COM (3 Pages) • GOOGLE.COM (3 Pages) • INSTAGRAM.COM (1 Pages) • ZILLOW.COM • MOOSEJAW.COM (4 Pages) CONTINUEDà

39 ACTUAL ONLINE TRAVEL PACKAGE BOOKER PATH LEADING UP TO BOOKING EVENT Actual purchase path of a travel package booker (desktop in blue, mobile in teal).

Day 11 Day 10 Day 9 Day 8

à CONTINUED • GOOGLE.COM • GOOGLE.COM (2 Pages) • GOOGLE.COM • FACEBOOK.COM • AIRPR.COM • PARAGONRELS.COM (70 Pages) • ORBITZ.COM (10 Pages) • PARAGONRELS.COM (12 Pages) • GOOGLE.COM • OWNERS.COM (2 Pages) • GOOGLE.COM • GROUPON.COM (7 Pages) • GOOGLE.COM • MSN.COM • GOOGLE.COM • ZILLOW.COM • PARAGONRELS.COM (31 Pages) • YOUTUBE.COM (16 Pages) • ELENDERSOLUTIONS.COM (4 • AVISTAUTILITIES.COM (4 Pages) • PARAGONRELS.COM (20 Pages) • GOOGLE.COM • GOOGLE.COM (9 Pages) Pages) • I-DOXS.NET (3 Pages) • GOOGLE.COM (2 Pages) • PARAGONRELS.COM (11 Pages) • PICMONKEY.COM (3 Pages) • GOOGLE.COM • GMFINANCIAL.COM (4 Pages) • MOOSEJAW.COM (32 Pages) • SOLIDIFI.COM (5 Pages) • PANZOID.COM (2 Pages) • PARAGONRELS.COM (12 • SPEEDPAY.COM (4 Pages) • GOOGLE.COM (3 Pages) • FLEXMLS.COM (22 Pages) • GOOGLE.COM Pages) • CAPITALONE.COM (14 Pages) • HELLYHANSEN.COM (3 Pages) • ALLEGIANTAIR.COM (11 Pages) • PARAGONRELS.COM (51 Pages) • GOOGLE.COM • LYRICSFREAK.COM • AMAZON.COM (5 Pages) • GOOGLE.COM (4 Pages) • ELENDERSOLUTIONS.COM (15 Pages) • BING.COM • AMAZON.COM (12 Pages) • PATAGONIA.COM (3 Pages) • ALLEGIANTDEALS.COM (4 Pages) • MSN.COM • GROUPON.COM (7 Pages) • EBAY.COM (11 Pages) • INSTAGRAM.COM • HELLOBC.COM (4 Pages) • GOOGLE.COM (5 Pages) • SAVE70.COM • GOOGLE.COM • MOOSEJAW.COM (4 Pages) • CANADA-BOOKNOW.COM (5 • TRAVLYNX.COM (6 Pages) • ELENDERSOLUTIONS.COM (2 Pages) • GOOGLE.COM Pages) • PRESTIGEHOTELSANDRESORTS.COM • TRAVLYNX.COM (3 Pages) • SCHOOLOGY.COM (5 Pages) • GOOGLE.COM • SOLIDIFI.COM (7 Pages)

40 ACTUAL ONLINE TRAVEL PACKAGE BOOKER PATH LEADING UP TO BOOKING EVENT Actual purchase path of a travel package booker (desktop in blue, mobile in teal).

Day 7 Day 6 Day 4 Day 3

• GROUPON.COM (2 Pages) • MSN.COM • GOOGLE.COM • EXPEDIA.COM (12 Pages) • LONELYPLANET.COM • GOOGLE.COM (2 Pages) • ELENDERSOLUTIONS.COM (4 Pages) • PARAGONRELS.COM (32 Pages) • ORBITZ.COM (19 Pages) • GOOGLE.COM (2 Pages) • MSN.COM • GOOGLE.COM • ORBITZ.COM (16 Pages) • AIRFAREWATCHDOG.COM • USATODAY.COM (2 Pages) • ELENDERSOLUTIONS.COM (4 Pages) • PARAGONRELS.COM (19 Pages) • GOOGLE.COM • ARBITERSPORTS.COM (15 Pages) • CHEAPCARIBBEAN.COM (7 • ORBITZ.COM (41 Pages) • GOOGLE.COM • ORBITZ.COM (4 Pages) • GOOGLE.COM Pages) • PARAGONRELS.COM (6 Pages) • PARAGONRELS.COM (36 Pages) • DUNHILLTRAVELDEALS.COM • ORBITZ.COM (19 Pages) • GOOGLE.COM • AIRFAREWATCHDOG.COM (2 Pages) • GOOGLE.COM • ORBITZ.COM (43 Pages) • AIRBNB.COM (8 Pages) • TRIPADVISOR.COM (2 Pages) • GOOGLE.COM (2 Pages) • PARAGONRELS.COM (16 Pages) • GOOGLE.COM (2 Pages) • GOOGLE.COM • GOOGLE.COM (3 Pages) • SOUTHWEST.COM (6 Pages) • GOOGLE.COM (2 Pages) • TRIPADVISOR.COM (2 Pages) • INTENTMEDIA.NET • ORBITZ.COM (24 Pages) • GROUPON.COM (3 Pages) • PARAGONRELS.COM (30 Pages) • ORBITZ.COM (25 Pages) • ORBITZ.COM (26 Pages) • GOOGLE.COM (7 Pages) • GOOGLE.COM • GOOGLE.COM • GOOGLE.COM • GOOGLE.COM (3 Pages) • TRIPADVISOR.COM (3 Pages) • MSN.COM • SOLIDIFI.COM (11 Pages) • CHEAPCARIBBEAN.COM (13 Pages) • PARAGONRELS.COM (49 Pages) • AIRBNB.COM (2 Pages) • ELENDERSOLUTIONS.COM (5 Pages) • BING.COM • GOOGLE.COM • GARDENWEB.COM • AIRFAREWATCHDOG.COM (2 • BING.COM • MICROSOFT.COM (2 Pages) • GROUPON.COM (2 Pages) • GOOGLE.COM (3 Pages) Pages) • MSN.COM • Travel Information (3 Pages) • Travel Information (4 Pages) • HOUZZ.COM (4 Pages) • GOOGLE.COM (2 Pages) • ELENDERSOLUTIONS.COM (5 Pages) • CROSSFIT.COM (3 Pages) • TRAVELMATH.COM • GOOGLE.COM • GOOGLE.COM (10 Pages) • ORBITZ.COM (6 Pages) • PARAGONRELS.COM (15 Pages) • TRAVELCHANNEL.COM • PARAGONRELS.COM (19 • AIRFAREWATCHDOG.COM (2 Pages) Pages) • EXPEDIA.COM • ORBITZ.COM (44 Pages) • JUSTFLY.COM • Travel Information • JUSTAIRTICKET.COM

41 ACTUAL ONLINE TRAVEL PACKAGE BOOKER PATH LEADING UP TO BOOKING EVENT Actual purchase path of a travel package booker (desktop in blue, mobile in teal).

Day 2 Day 1 Day of Booking

• GOOGLE.COM (5 Pages) • GOOGLE.COM • GOOGLE.COM (7 Pages) • PARAGONRELS.COM (65 Pages) • GOOGLE.COM • ORBITZ.COM (26 Pages) • PARAGONRELS.COM (20 Pages) • TRIPADVISOR.CO.UK (6 Pages) • MSN.COM • MOUNTAINWESTBANK.COM • GOOGLE.COM (3 Pages) • GOOGLE.COM (3 Pages) • ORBITZ.COM • ELENDERSOLUTIONS.COM (11 Pages) • NETTELLER.COM (11 Pages) • PARAGONRELS.COM (33 Pages) • PARAGONRELS.COM (75 Pages) • VENERE.COM • ALAMODE.COM • GOOGLE.COM (2 Pages) • GOOGLE.COM (5 Pages) • ALLWOMENSTALK.COM • OYSTER.COM (3 Pages) • ELENDERSOLUTIONS.COM (5 Pages) • DISH.COM (39 Pages) • WA.GOV (2 Pages) • GOOGLE.COM • GOOGLE.COM • ORBITZ.COM (7 Pages) • MOUNTAINWESTBANK.COM • YELP.COM (2 Pages) • ORBITZ.COM (17 Pages) • STATE.GOV (3 Pages) • GOOGLE.COM (15 Pages) • NETTELLER.COM (5 Pages) • EXPERIENCEWA.COM (2 Pages) • GOOGLE.COM • GOOGLE.COM • PARAGONRELS.COM (42 Pages) • GOOGLE.COM • PARAGONRELS.COM (26 Pages) • PARAGONRELS.COM (11 Pages) • STATE.GOV (2 Pages) • GOOGLE.COM • ORBITZ.COM (5 Pages) • GOOGLE.COM (18 Pages) • ORBITZ.COM (13 Pages) • GOOGLE.COM • HEALTHLINE.COM • STATE.GOV • GOOGLE.COM (12 Pages) • PARAGONRELS.COM (46 Pages) • ORBITZ.COM (10 Pages) • ORBITZ.COM (9 Pages) • ARCGIS.COM (0 Pages) • Travel Information (2 Pages) • GOOGLE.COM (2 Pages) • TRIPADVISOR.COM • MSN.COM (4 Pages) • ORBITZ.COM (9 Pages) • ORBITZ.COM (32 Pages) • GOOGLE.COM BOOKED TRAVEL PACKAGE • TRIPADVISOR.COM ON ORBITZ.COM • ORBITZ.COM (7 Pages) • MYMEALTIME.COM (6 Pages) Flight: Spokane, WA • Travel Information (2 Pages) to Cancun Mexico Hotel: Green Tulum Cabanas & Gardens

42 KEY FINDINGS & INSIGHTS

▶︎ Travel content is widely consumed in each country, and all saw double digit growth year over year

▶︎ Mobile usage is growing, and in the US mobile engagement with travel content surpassed 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 one third or more of online 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

43 THANK YOU

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