The 5 Stages of Travel
From Dreaming to Booking to Sharing
More than 87% of travelers expect to take the same or more number of personal or business trips in 2011 versus years past. This outlook is positive, and with the rise of mobile, social and video behaviors, we are now seeing seeing travelers move through five key stages of travel. Here are some insights within each stage:
- Dreaming: 68% of business travelers watch travel-related online videos. Among them, 68% are thinking about a trip. 50% travelers who brainstormed or started thinking about a trip online in 2011.
- Planning: The average traveler visits ~22 travel related sites during 9.5 research sessions prior to booking. 85% of leisure travelers consider the internet their main source for planning travel.
- Booking: 37% of leisure travelers report that the internet prompted them to book, up from 28% two years ago. 53% of travelers plan to increase comparison shopping this year.
- Experiencing: 70% of business travelers check into their flights/hotel with their mobile device. Almost 1 in 4 hotel queries come from a mobile phone. Travelers expect a more informed and collaborative travel experience, driven especially by the growing functionality of mobile devices. Over 50% of travelers use mobile phone or device for travel-related information.
- Sharing: About 1 in 3 business travelers have posted reviews online of places they’ve been.