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

Google/Greenberg, U.S., High-Value Traveler Research, Base: Business and leisure travelers, n=1,151, June 2018.

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

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

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

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

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

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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.

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