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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, Global, Travel Tours and Activities Survey and Behavioral Study, Dec. 2018.

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What travel marketers should know about people searching for experiences

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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

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

Searches for activities happen across devices in the three months prior to a trip, but shift significantly to 54% mobile when travelers are in-destination.
Google/Greenberg