Travel Booking: Simplified or Complex?

Planning a getaway can be as exciting as the adventure itself. With summer approaching, visions of sunny escapes dance in many minds. Personally, I’m eagerly anticipating a trip to explore the wonders of Utah’s national parks, particularly Zion and Bryce Canyon.

As someone who thrives on research, I’ve delved into countless travel blogs, and articles, and sought advice from friends and family to craft the perfect itinerary. The wealth of information available can be both exhilarating and overwhelming.

When it comes to booking, the options seem endless. Should I opt for direct bookings with airlines, hotels, and car rental agencies, or rely on the convenience of online travel platforms? Each approach has its perks.

According to the Prodege Travel Pulse study*, over half of recent travelers prefer the direct route, citing the allure of loyalty points (54%) and a sense of control over their arrangements (52%). This sentiment is echoed in the latest Kayak commercial which pokes a little fun at the “do it yourself” sentiment.

The appeal of one-stop convenience draws many travelers to online travel booking sites like Expedia, Priceline, and Travelocity. These platforms offer a seamless experience, bundling flights, transportation, and accommodations under one digital roof. Consumers utilize booking sites because of better pricing options (64%) and a wider array of options (47%).

As an avid traveler myself, I resonate with the reasons behind travelers’ preferences. I’ve experimented with both direct bookings and online platforms, often favoring a preferred accommodation brand to accrue loyalty points. However, our research showed that lodging is the most often type of booking done via an online booking platform.

Marketers and Insights teams understand the significance of data-driven decisions. Delving deeper into your consumers’ behaviors is crucial for maximizing your campaigns’ ROI and expanding their reach. Get in touch with us today to explore further and uncover invaluable insights about your consumers, driving growth for your business.

*About the Study: Prodege conducts a weekly survey about travel attitudes and behaviors collecting 2,000 – 2,500 responses a month among an 18+ year-old General Population Audience.