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

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.

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

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

Google/Bain

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

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

Google/Bain

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

Google/Bain

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

Google/Bain

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.

13%

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

Google/Bain
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
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.

95%

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

Google/Bain
74%

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

Google/Bain
8%

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

Google/Bain