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

Only 46% of high-value travelers are motivated by loyalty programs when booking travel.

The No. 1 reason a high-value traveler chooses to book with a particular brand is customer service, not a loyalty program.

of marketers are using consumer research to drive decisions.

of travelers would likely pay more for services if a travel brand tailored its information and trip experiences to personal preferences or past behavior.

of leading marketers believe using first-party data to continuously build an understanding of what people want is critical to growth.