As booking nears and users are exposed to more advertising, recall declines as much as 44%, illustrating that timing is everything and advertisers should target travelers early in the booking path in an effort to influence decisions. Across all three countries, more than 66% of travel bookers said search engines and friend or family recommendations were used most during the inspiration phase of their trip planning, followed closely by online travel agencies at nearly 50%. In the 45 days prior to booking a trip, Canadians made 161 visits to travel sites, Americans made 140 visits and British travelers made 121 visits. During the research phase, share shifts to online travel agencies and hotel sites, as more than 37% of travel bookers in Canada, the U.K. and U.S. say they used these resources to narrow their options, and usage remained strong during the consideration phase. Get the full story at MediaPost Read also "Consumption of digital travel content sees double-digit growth year-over-year"