The Path to Purchase: uncovering how travellers plan and book online

See our latest research on traveller preferences and behaviours during the online path to purchase.

Learn how your guests are researching, planning and booking travel online.

As the digital landscape and travel industry grows more fragmented, the way people are inspired to travel, research and book trips has changed, and the touchpoints for guest influence and engagement seem endless. With Luth Research, we’ve conducted custom research across seven countries to better understand guest preferences and behaviours throughout the online shopping journey—and to uncover the myriad opportunities for holiday rental hosts in the traveller path to purchase.

Download the report for holiday rental insights and to see how you can best reach, inspire, engage and convert guests during their online path to purchase.


Access the report

Inside the data


Geographic markets


Traveller survey respondents


Digital data panel of travellers


Holiday rental guests spend the longest time in the inspiration phase when compared to other travellers. From social media to advertising, see what factors are influencing travellers the most and how you can connect with guests before they make their decisions.

Research and planning

Holiday rental guests spend far more time consuming travel content while they research and plan for trips. Find out what resources they use and what factors they care about most when choosing where to book.


Many factors, including loyalty and previous experience, influence where a holiday rental guest chooses to book. Learn about how big of a role these factors play and how you can best engage with guests before they make their purchase.

Access the Path to Purchase reports

Download the research to access the full global Traveller Path to Purchase report, as well as regional insights for Australian, Canadian, French, Japanese, Mexican, UK and US travellers.

Select your preferred report below.

Select your preferred language to download the key insights for the United Kingdom.