Insights on Travel Patterns

Expedia, in collaboration with Luth Research, has conducted extensive studies on travel patterns, revealing insightful trends for 2024. Here are some key findings:

1. Traveler Content Consumption: On average, travellers spend over 5 hours consuming travel content in the 45 days leading up to booking a trip. This includes viewing approximately 141 pages of travel-related content. The consumption is spread out during the early planning stages but spikes just before booking (Partners Expedia Group ) (TravelPress ).
2. Top Resources and Influences: Online Travel Agencies (OTAs), search engines, social media, airline websites, and meta-travel websites are the most frequently used resources. About 80% of travellers use OTAs at some point in their planning process, indicating their significant role in both inspiration and booking stages (Partners Expedia Group ) (TravelPress ).
3. Decision-Making and Inspiration: A large proportion of travelers begin their trip planning without a specific destination in mind. Social media and advertising play crucial roles in this phase, with 77% using social media for inspiration and a notable percentage influenced by advertising. (TravelPress ).
4. Emerging Trends: The Unpack ’24 report highlights several evolving travel preferences:

• Destination Dupes: Travelers are increasingly seeking lesser-known alternatives to popular destinations.
• Vibe Check-in and Dry Tripping: Hotels' atmosphere and alcohol-free options are becoming more important to travellers.
• Go-ccasions and Outside In: There is a growing trend for travellers to take spontaneous trips and prioritize vacation rentals with outdoor amenities (Partners Expedia Group ).

These insights emphasize the complexity and thoroughness of the travel planning process, highlighting numerous opportunities for businesses to engage with travellers across various touchpoints.

For further details, you can explore the full report by Expedia Group and Luth Research .