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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36

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

2017 Google/Phocuswright

of elite U.S. air loyalty program members would pick a different airline for a better price/schedule/route.

2017 Google/Phocuswright

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

2017 Google/Phocuswright

Globally, over the next 12 months, travelers plan on taking more short getaways (3 nights or less) than longer vacations (more than 3 nights) in the next 12 months.

2017 Google/Phocuswright
76

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

2017 Google/Phocuswright

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

2017 Google/Phocuswright