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36%

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

Google/Phocuswright, Travel Study 2017, base: Leisure Travelers: U.S. n=857, 2017.

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The future of travel: New consumer behavior and the technology giving it flight

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57%

of U.S. travelers feel that brands should tailor their information based on personal preferences or past behaviors.
Google/Phocuswright
36%

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

1 in 3

international travelers are interested in using digital assistants to research or book travel.
Google/Phocuswright
47%

of people who have been on a cruise booked their most recent trip online vs. 35% who did so through a travel agent.
Google Survey

> 60 %

of U.S. travelers would consider an impulse trip based on a good hotel or flight deal.
Google/Phocuswright

Travel-related searches for "tonight" and "today" have grown over 150% on mobile, over the past two years.
Google