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

December 2017 Google/Phocuswright

If a travel brand tailored its information and overall trip experience based on personal preferences or past behavior, 36% would be likely to pay more for their services.

2017 Google/Phocuswright

of marketers are using consumer research to drive decisions.

April 2018 Google Surveys

High-value travelers make an annual average of 7 airline bookings.

June 2018 Google/Greenberg

High-value travelers make an annual average of 9 hotel bookings.

June 2018 Google/Greenberg

Only 21% of high-value travelers will sacrifice comfort for a lower price.

June 2018 Google/Greenberg