Travelers say that search is the most common way in which they discover the brand they ultimately book with during the planning phase.

Google/TNS, Global Travel Survey, U.S. Apr. 2016.

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76

of U.S. travelers would be likely or extremely likely to sign up for a brand’s loyalty program.

December 2017 Google/Phocuswright

of elite U.S. airline loyalty program members would pick a different airline to get a better price, schedule, or route.

December 2017 Google/Phocuswright
36

of U.S. travelers would pay more for more tailored information and experiences.

2017 Google/Phocuswright

international travelers are interested in using digital assistants to research or book travel.

December 2017 Google/Phocuswright
57

of U.S. travelers feel that brands should tailor their information based on personal preferences or past behaviors.

December 2017 Google/Phocuswright

Only 9% of U.S. travelers “always” know which brand they want to book with prior to researching.

2017 Google/Phocuswright