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Influencers Throughout the Travel Booking Path to Purchase

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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 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 18 OTAS HAVE THE MOST ENGAGEMENT OF TRAVEL SITE CATEGORIES THROUGHOUT BOOKING PATH 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.
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