Travel insights: How people plan a trip from beginning to end

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Travel insights: How people plan a trip from beginning to end

When it comes to travel, the path to purchase is full of twists and turns. These travel insights help illuminate the why and how behind trip bookings.

There is a range of reasons why people across the globe are inspired to book trips.

Consumer Insights Travel

17% of people surveyed say they were inspired to book a trip simply because they regularly think about trips they want to take.

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Consumer Insights Travel

16% of people surveyed say they were inspired to book a trip because they had wanted to travel to a destination for some time.

Google/Bain
Consumer Insights Travel

16% of people surveyed booked a trip because they felt they were due a vacation.

Google/Bain
Consumer Insights Travel

8% of people surveyed were inspired to travel because they wanted to visit a friend or family member.

Google/Bain
Consumer Insights Travel

7% of people surveyed booked a trip to travel and celebrate a special event.

Google/Bain
Consumer Insights Travel

7% of people surveyed booked a trip because they saw a special offer or discounted price for travel to a destination.

Google/Bain

To convert inspiration to bookings, businesses need to ensure they meet travelers' needs.

Consumer Insights Travel
13%

The average traveler spends 13% of their time online conducting travel-related activities.

Google/Bain
Consumer Insights Travel
47%

of people surveyed say they didn’t make a booking online when they intended to because it didn’t meet their needs.

Google/Bain
Consumer Insights Travel
26%

of people surveyed say they didn’t make a booking online when they intended to because the price was too high.

Google/Bain

Even after completing a booking, many travelers continue to research and find inspiration.

Consumer Insights Travel
95%

of people surveyed keep visiting travel-related sites after booking.

Google/Bain
Consumer Insights Travel
74%

of people surveyed re-research a trip after completing a booking.

Google/Bain
Consumer Insights Travel
8%

of travelers surveyed cancel and re-book their trip after completing a booking.

Google/Bain