Social Media’s Growing Role in Travel Decisions Revealed by Expedia Research

Expedia Group conducted research that uncovers intriguing insights into the changing landscape of travel planning, with a special focus on the role of social media. The study sheds light on how travelers explore and decide on their trips, revealing some captivating trends that are reshaping the way we plan our adventures.

 

Digging into the Digital Journey

Modern travel planning is now deeply intertwined with the digital realm. Expedia Group’s Path to Purchase research reveals that travelers spend an average of over 5 hours engrossed in travel content within the 45 days leading up to their bookings. They explore around 141 pages of information, a process that intensifies in the days just before confirming their travel arrangements, peaking at 25 page views on the day of purchase.

The Forces Shaping Travel Decisions

Online Travel Agencies (OTAs) hold a dominant position as trusted resources during the planning process, with 80% of travelers relying on them. Close behind are search engines, social media platforms, airline websites, and meta travel websites, offering a diverse range of options to eager travelers navigating the digital landscape.

“The traveler path to purchase is often complex, and full of twists and turns. This research highlights just how much thought and consideration travelers put into planning a trip in the weeks leading up to booking, as they seek to niche and refine their choices. This means there are many opportunities to connect with travelers before they make their decisions, underlining the importance of partnership, given that it’s essential to show up across multiple touchpoints and beyond your owned brand channels, as frequently as possible along this path. By providing actionable insights to help reach, inspire, and engage travelers during their path to purchase, we’re pleased to provide B2B travel partners with the tools required to convert their guests and customers,” says Cheryl Miller, SVP and CMO, Expedia for Business.

Unveiling the Mystery of Destination Choice

The research highlights a fascinating aspect of the planning journey: the sense of adventure that often begins with a blank canvas. Nearly 60% of travelers commence their planning without a specific destination in mind, allowing curiosity to lead the way. This openness to inspiration sets the stage for a captivating exploration of potential travel spots.

The Magnetic Allure of Social Media

In the age of social media, platforms like Instagram, Facebook, and Twitter serve as powerful catalysts for wanderlust. An overwhelming 77% of travelers turn to social media for inspiration, captivated by awe-inspiring travel stories and enticing visuals that spark a desire to venture into the unknown.

Advertising’s Impact on Travel Choices

As part of the digital ecosystem, advertising plays a significant role in shaping travelers’ decisions. Close to one in five travelers (19%) admit that advertising influences their choice of travel. For travelers from Mexico, this influence is even more pronounced, with 40% acknowledging the impact of persuasive campaigns on their travel plans.

The Appeal of Hotels and Vacation Rentals

In the digital realm, advertising wields its charm on not just hotels but also vacation rentals. These accommodations allure 26% and 22% of travelers, respectively, with their promise of unique experiences and memorable stays.

The evolving path to purchase, influenced by social media and advertising, paints a new picture of travel planning in the digital age. As travelers continue to navigate this fascinating landscape, social media’s influence and the enchantment of persuasive campaigns are likely to shape many more journeys to come.