ComScore study, paid for TripAdvisor, found that 60 percent of travels worldwide who booked trips on websites in  major markets in Europe, Asia, North America and Latin America visited TripAdvisor along the their research process. When considering just U.S. travelers, that number  67 percent.TripAdvisor’s message to the travel industry is: advertise with us.

The study tapped into a panel of more than 2 million people and analyzed their online travel research activity. The markets covered Spain, Italy, the UK, the U.S., Canada, Brazil, Australia, India, Japan, China, France and Germany.

TripAdvisor Is Top-Visited Travel Site Before Booking