TripAdvisor, Inc. (NASDAQ: TRIP) today announced the results of the “Path to Purchase” study, which provides an in-depth look into how consumers research and book travel online, and the impact TripAdvisor content has on these decisions. The study, conducted by comScore in 12 major travel markets across the globe and analyzing activity on more than 325 transactional sites, shows that TripAdvisor reached 60% of all travelers (and 67% of U.S. travelers) who researched and ultimately booked travel online in Q2 and Q3 2017.
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