Expedia Group Advertising Study: Consumer Travel Drivers

Expedia Group Advertisements, formerly Expedia Group Media Solutions, collaborated with Northstar Research to conduct a global study titled “The Traveler’s Path to Purchase.” This research aimed to uncover the various factors that influence travelers throughout their journey, with a particular focus on the initial inspiration phase and how new destinations are discovered.

The study revealed that personal connections and visual content are leading drivers of wanderlust. A significant 58% of travelers reported being inspired by friends and family, while 56% found inspiration through images and other visual content. Online travel agencies (OTAs) also play a substantial role, inspiring 54% of travelers. Social media influenced 49% of travelers’ inspiration, and advertisements were a source of inspiration for 43%.

Online travel agencies are not only crucial for sparking initial ideas but also for destination discovery. More than half of all travelers turn to OTAs for inspiration, and 53% use them to find new destinations. OTAs are perceived as trustworthy platforms offering a comprehensive range of options. Visual content, whether encountered through personal recommendations, on OTAs, or in advertisements, remains vital across all stages of travel planning, influencing desire, building trust, and impacting booking decisions.

Beyond OTAs, other key sources for discovering destinations include friends and family, influencing 48% of travelers, and search engines, which 46% of travelers utilize. Social media aids 43% in destination discovery, while TV shows and movies inspire 28%.

The research highlighted generational differences in how travelers are inspired. Gen Z (33%) and Millennials (30%) are notably influenced by TV shows and movies, alongside social media and advertisements. In contrast, Gen X and Boomers tend to be more influenced by recommendations from friends and family and traditional travel guidebooks. Advertisements, which inspire 43% of travelers, are also seen as helpful resources for discovering deals and assisting with booking decisions.

The study underscores several key implications for travel marketers. To effectively engage potential customers, marketers should ensure a strong presence across multiple touchpoints, prioritize high-quality visual content, and leverage trusted platforms like OTAs. Tailoring content and advertising strategies to align with the specific preferences and behaviors of different generations is also crucial for successfully sparking wanderlust and guiding travelers toward booking.

### Key Points

* 58% of travelers are inspired by friends and family.
* 56% of travelers are inspired by images/visuals.
* 54% of travelers are inspired by online travel agencies (OTAs).
* 49% of travelers are inspired by social media.
* 43% of travelers are inspired by advertisements.
* 53% of travelers discover destinations via online travel agencies.
* 48% of travelers discover destinations via friends and family.
* 46% of travelers discover destinations via search engines.
* 43% of travelers discover destinations via social media.
* 28% of travelers discover destinations via TV shows/movies.
* 33% of Gen Z are influenced by TV shows/movies.
* 30% of Millennials are influenced by TV shows/movies.

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