This research explores the participants' recent travel experiences—from their initial inspiration to post-travel reflections. It examines what motivates them to travel, how they plan and book their trips, the challenges they face, their experiences during the journey, and how they share and reflect upon their travels. The goal is to gain a comprehensive understanding of their travel habits and the factors influencing each stage of their journey.
11
human moderated
From all time
86
AI moderated
From all time
Loyalty programs
167
Travel planning
103
Cost savings
80
Price comparison
78
Booking process
76
User experience
48
Travelers frequently start their search on aggregator sites like Skyscanner, Kayak, Expedia, or Google Flights because these platforms offer a convenient way to compare multiple options. Users can see prices for flights, hotels, or car rentals from a variety of providers at a glance, helping them to quickly identify the best deals.
Many travelers use aggregator platforms to track price trends and receive notifications when deals drop.
Travelers who belong to loyalty programs (such as frequent flyer programs or hotel rewards clubs) may use aggregator websites to find options but want to take advantage of points or miles. They often cross-reference the offers on the aggregator site with the loyalty program directly to maximize rewards, upgrade potential, or accrue points for future use.
Many travelers look for deals that allow them to use points or credit card rewards. Aggregator sites often show if deals are eligible for these methods, but the traveler might check the brand’s site to see if they can get additional perks by booking directly.
Sometimes, travelers use aggregators to find the lowest price and then check the brand’s website to see if they’ll match it or offer an additional incentive—such as added benefits, free breakfast, or loyalty points. Many hotels and airlines will offer a price match guarantee to encourage direct booking.
Many travelers are wary of booking directly through aggregator websites due to potential issues with changes, cancellations, or refund policies. As a result, after finding a deal on an aggregator, they will visit the airline, hotel, or rental company’s website to see if the same or a better deal is available. Booking directly with the company often gives them peace of mind regarding customer support, flexible cancellation, and dealing with issues that arise during the trip.
Brands often incentivise direct bookings by offering free upgrades, extra amenities, or better terms, like free cancellations or later check-out times. Travelers are drawn to these perks, making them prefer booking directly even if the price is the same or slightly higher.
Travelers often feel that booking directly with the company gives them more transparency, especially concerning fees (e.g., baggage fees, resort fees). They trust the brand’s site to be more upfront about the final costs than aggregator platforms, which sometimes hide fees until the final step of booking.
It's recommended to conduct in-depth research into the key behaviors that drive travelers to choose one booking option over another, focusing on factors such as price, convenience, reviews, and loyalty rewards. Understanding these decision-making triggers will provide valuable insights into the motivations and priorities that influence travel purchases, helping to optimize offerings and marketing strategies.
For most travelers, the first step in itinerary planning is securing their transportation (usually flights) and accommodation. These two components are often the highest cost and can vary based on availability, which is why travelers prioritize them early. Locking in flights and accommodation provides a sense of security, knowing that the trip is confirmed and the base logistics are handled.
Flights often dictate the structure of the itinerary, especially if travelers arrive late in the day or depart early. This affects what activities can realistically fit around their travel schedule.
After booking the essentials, travelers shift their focus to identifying 2 or 3 key activities or events that are central to the destination. These are often "bucket-list" items or experiences that are unique to the location, such as visiting a famous landmark, attending a cultural event, or partaking in a special tour.
Activities that require reservations or are in high demand (e.g., museum tickets, guided tours, concerts, or festivals) are often secured early in the planning process. Travelers will typically ensure they have tickets or time slots for these key events, as missing out on them could affect their overall satisfaction with the trip.
Once the primary activities are confirmed, travelers build out the rest of their itinerary around these anchor events. This includes deciding how to fill in free time with smaller, more flexible activities, such as dining at local restaurants, exploring neighborhoods, shopping, or visiting secondary attractions.
Travelers also consider the geographic locations of their key activities. They might cluster activities in certain neighborhoods or regions to minimize travel time and avoid crisscrossing the destination. This adds efficiency to their day-to-day itinerary and reduces stress.
Many travelers aim to balance structured plans with flexibility. After securing their core activities, they leave space for rest or spontaneous exploration. This allows for moments of serendipity, such as stumbling upon a local cafe, attending an unplanned event, or wandering through a less touristy area.
After identifying the key events, travelers may adjust their accommodations or timing if necessary. For instance, if an important event is in a specific part of the city, they may choose accommodation closer to that area or extend their stay to accommodate the event.
Key activities help travelers structure their days. For example, if a major tour is scheduled for the afternoon, they might plan a leisurely morning or find nearby activities to enjoy before or after. This method allows for a balanced, well-paced trip.
It's recommended to conduct a comprehensive analysis of the tools travelers use for itinerary planning, focusing on their pros and cons, including user experience, functionality, and efficiency. This research should identify pain points in the planning process and explore opportunities for improving or developing tools that make itinerary creation more intuitive, flexible, and personalized to better meet traveler needs.
While travelers enjoy sightseeing and visiting popular attractions, their deeper motivation lies in seeking new experiences that stir emotions. The excitement of seeing a famous landmark or visiting a new city is only part of the equation. What people truly crave are experiences that evoke strong emotional responses—whether it’s the sense of wonder from a breathtaking view, the joy of connecting with a different culture, or the thrill of trying something unfamiliar.
These emotional experiences make travel more memorable and meaningful. People are not just looking to check off famous sites from a list, but to create moments that spark awe, excitement, or personal growth. It’s the emotional journey behind the sightseeing that leaves a lasting impression and fulfills their desire for a transformative experience.
"I just want to experience this city in a more genuine way, and that definitely got you that vibe. Biking all around the streets, down different avenues that you otherwise wouldn't have done."
Business travelers tend to favor airlines, hotels, and rental car companies that are part of their preferred loyalty programs, even if these choices are not always the most convenient or cost-effective for their employer. By consistently using the same travel brands, they ensure they’re accumulating points with a focused strategy.
Frequent business travelers aim to increase their loyalty status with airlines or hotel chains, which gives them access to premium benefits like free upgrades, better seats, or lounge access. These perks enhance their work trips and make their future personal travel more luxurious or comfortable, often at no additional cost.
Many use specific credit cards linked to these loyalty programs to double-dip on rewards, earning points not only from the provider (e.g., airlines or hotels) but also through their credit card. This helps them rack up points faster, leading to bigger rewards that they can redeem later for personal vacations.
Once accumulated, these points are carefully saved or combined with personal purchases for future leisure trips. Many business travelers redeem points for family vacations, upgrades to business or first class on personal flights, or stays at high-end hotels that would otherwise be out of reach.
It's recommended to conduct more research into comparing the differences in behaviors between business and personal travel, with a focus on planning priorities, decision-making processes, and the use of rewards programs. This research should explore how travelers balance efficiency and convenience in business travel versus experience and enjoyment in personal travel, providing insights into the distinct needs and motivations of each.
Travelers are using generative AI to create customized travel itineraries based on their interests, budget, and timeframe. AI tools can recommend specific destinations, activities, and accommodations that match the traveler’s preferences, cutting down the time spent researching.
AI can offer alternative routes, lesser-known attractions, or more affordable accommodations that travelers might not have considered through traditional search methods. This opens up opportunities for more unique and personalized travel experiences.
Instead of spending hours scouring websites or blogs, travelers are using generative AI to summarize travel guides, reviews, and tips in seconds. This condenses the research process, giving them the information they need to make decisions faster and more efficiently.
Generative AI can compare multiple travel options, such as flights, hotels, or transportation, helping travelers weigh the pros and cons or find the best deal without having to manually compare prices and features across multiple websites.
It's recommended to conduct a deep dive into how travelers are leveraging generative AI tools for trip planning, focusing on how these technologies influence decision-making, itinerary creation, and travel behaviors. This research should explore the motivations, adoption patterns, and barriers to AI use in travel, providing insights into its growing role in the travel industry.
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