The path to purchase: uncovering how travellers plan and book online

From how much content travellers browse to their go-to booking resources, learn how travellers make decisions to help you better engage and convert.

Inside the data

Together with Luth Research, we conducted custom research across seven countries to better understand traveller preferences and behaviour throughout the online shopping journey.

7 geographic markets*

5,713 traveller survey respondents*

70K+ digital data panel of travellers*

Inside the research

Inspiration, research and planning, and booking have long been a part of the traveller’s path to purchase. But the way people plan and book their trips—and the type of content that influences their decisions—has changed. Take a look at how the traveller’s path to purchase has evolved in recent years.


The power of inspiration: it can come from anywhere. Find out where travellers draw inspiration, the opportunities for destination influence, and the role that social media and advertising play during this early phase.

A couple walking through a hedge maze
A man browsing the internet with an infant sitting on his lap

Research and planning.

Travellers use a variety of resources as they collect information. Learn more about where they source their information and what they care about when planning.


Where a traveller chooses to book is based on many factors, including loyalty, prior experience, available options and more. Understand the role and influence of each factor to better engage with travellers at the booking stage.

A person holding a mobile device browsing the Expedia app

The path to purchase varies by industry

Our snapshot reports reveal the distinct ways travellers research and book hotels, holiday homes and airlines. Learn how they decide where to stay—and how they choose their flights to get there.


59% of hotel guests book on a mobile website or app.*

Holiday homes

Holiday home guests spend 511 minutes consuming travel content before booking a trip.*


80% of air bookers feel it’s important to book with a brand where they’re a loyalty member.*

See country snapshots

You can also take a deep dive into insights across seven key geographic markets. Learn how traveller behaviour differs across the globe.

See the travel industry’s take

Learn what these travel publications have to say about the Path to Purchase.

*Expedia Group, The Path to Purchase, 2023