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Online Traveller Booking Journey in 2023

Updated: Apr 18

Expedia recently released a really interesting report about the booking journey and process of online traveller in 2023, with few highlights as below: 

  • Nearly 3 in 5 travelers did not have a specific destination in mind or considered multiple destinations when they first decided to take a trip

  • On average, travelers view 141 pages of travel content in the 45 days prior to booking a trip

  • On average, travelers consume 303 minutes of travel content in the 45 days prior to booking a trip

  • With an average path to purchase more than two months long, travel brands have a significant runway to influence traveler booking decisions

  • After visiting an OTA, most travelers visited another travel website, such as an airline, hotel, or meta travel website

  • 8 in 10 travel rewards program members feel it’s important to book with a brand where they’re a loyalty member

The booking window is getting longer than period before Covid pandemic started, but the process of the traveller’s booking journey is getting longer due to many sources that traveller can use to get the holiday in inspiration such as OTAs, metasearch sites, review sites, blogs, social medias, and even airline sites that offer flight+hotel package.

This means is very important to start working with those sites and optimize their strategies across all channels to win the competition.

Download full report at Expedia

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