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Attitudinally loyal high-value travelers know which brand they will book with before looking for travel.

Google/Greenberg, U.S., High-Value Traveler Research, Base: Business and leisure travelers, n=1,187, June 2018.

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Why it’s time for travel marketers to rethink loyalty

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Related Data

More than 160 million people have gone into their Google Accounts to review and adjust their privacy settings.
Google Data
48%

of experience bookings are happening once travelers arrive at their destination.
Google/Greenberg

Search interest in the U.S. for “my activity,” where people can manage information saved to their Google Account has increased sixfold since 2016.
Google Data

Travelers who book their activities ahead of their trip spend 47% more on lodging and 81% more on transportation than those who wait to book in destination.
Google/Greenberg

3 X

In the 12 weeks leading up to a trip, there are 3X more experiences searches than hotel searches.
Google/Greenberg

8 X

In the 12 weeks leading up to a trip, 8X more experiences searches than air searches
Google/Greenberg