Understanding how travel consumers choose their travel destination

Majority of today's travel shoppers begin their purchase journey with multiple locations in mind, searching for inspiration to narrow their choices. Along the way, they turn to various online and offline resources to help research, plan, and book.

Understanding this lengthy and involved process sheds light on how to effectively influence travelers' decisions as they plan their next trip.

Download this white paper to examine the destination selection process for digital travel shoppers in the UK, US, and Canada, including:

  • Number of destinations considered when the purchase journey begins
  • Search behavior as travel consumers research international and domestic destinations
  • Travel site visitation and content consumption prior to booking
  • Online advertising and other factors' relative impact on destination decision by purchase journey stage