Published on Sunday, April 15, 2018

TripAdvisor claims 'staggering' influence

TripAdvisor has released the findings of a study which it claims shows that its review site reached 62% of all UK travellers who researched and ultimately booked travel online last year.

The Path to Purchase study was carried out by comScore from April-September 2017 across 12 key global markets on more than 325 transactional sites.

The UK figure was slightly higher than the global average of 60%.

"The results of the Path to Purchase study show that on average travellers take a month or more to research their trip, and that during this time, TripAdvisor's influence over consumers' hotel and flight booking decisions is staggering," said Martin Verdon-Roe, vice president of product and marketing, hotels at TripAdvisor.

"This gives savvy travel businesses a crucial window of opportunity to engage with these travellers on TripAdvisor at a highly influential stage, especially through our display, metasearch and Business Advantage products."

The study found TripAdvisor is the number one most-visited site and app, followed by, Trivago, and Expedia.

The study also shows TripAdvisor's influence over consumers' travel purchasing decisions, regardless of whether consumers ultimately end up booking on a hotel, online travel agent (OTA) or airline website.

The study also found 71% of all first travel searches in the UK in 2017 were generic with no brand or destination mentioned.

Story Image

Your Comments

, be the first to post a comment.
Your email:

Email other comments made to this story

NOTE: Comments are subject to admin approval before being posted.
Mole Poll
Have you seen an increase in general enquiries for Russia since the start of the World Cup ?
YES 55.56 %
NO 44.44 %

Thank you for your vote

Move scroll bar (above) left to right for more videos!