What’s driving decision-making for U.S. and Canadian travelers

Another point for Google when it comes to travel planning, with travelers across North America citing search engines as their top source of inspiration, according to a new survey from Expedia Media Solutions.

Though search maxes out at 62%, the report - which looks at research and booking behaviors from 2,000 people in the United States and Canada - reveals online travel agencies and travel review sites aren’t far behind, at 59% and 58%, respectively.

When factoring in offline sources of influence, however, respondents indicate face-to-face discussions with family and friends provide the greatest source of inspiration, at 56%. Then follows the online sources - travel content sites (50%), search engines (50%) and OTAs (46%).

And at the bottom of that list: travel agents (14%), online ad content (12%), brands on social media (10%) and television and radio advertising (9%).

At the next phase of the path to purchase - booking - 51% of U.S. and Canadian travelers prefer to book their trips using OTAs, and most do so within three weeks of starting their research.

Direct booking on airline and hotel websites is much less common, just 28% and 27%, respectively.

One point of differentiation: For lodging, U.S.-based travelers are more likely to use a hotel website (32%) than their Canadian counterparts (23%).

Device usage clearly varies when comparing activity before versus during travel.

More than three-quarters of travelers say they rely on their desktop or laptop computers during the research and booking process.

But once at their destination, 70% use their smartphones for exploration and reservations – underscoring the importance of mobile solutions, particularly for tour and activity providers and restaurants.

When asked what factors are most important in travel planning, respondents say they put the most weight on the activities they will be doing on the trip and the once-in-a-lifetime experiences they’ll have.

Prices and special offers are their next most important considerations, while online reviews from other travelers are near the bottom of the list.