A new study by Adthena, an AI and machine learning-powered search intelligence firm, found that online searchers are looking at hotels more than activities and flights. The study, which polled more than 600 U.S. consumers aged 18 and older, sought to uncover key search trends such as key terms, most popular sites and preferred search methods.
Hotels Most Popular for Consumer Travel Searches
When asked what they searched for the most when planning their summer trips, 37% of respondents said that hotels were the primary thing they searched for, followed by local attractions (27%) and flights (25%).
In addition, per the survey’s results, Hotels.com (40%), Trivago (34%) and Booking.com (34%) emerged as the most-used travel sites by survey respondents over the last 12 months. On the other hand, Kayak (24%) and Cheapflights (21%) were used less by summer travelers.
Desktop Beats Mobile for Travel Search
While mobile continues to become a bigger player in search today, 54% of respondents say they conduct their travel searches via desktops, according Adthena’s results. Moreover, 26% of respondents said that they used mobile and desktops equally, with only 20% saying they strictly used mobile for their travel-related searches.
Pricing and Deals Drive Search Buying Decisions
Per Adthena’s results, an overwhelming majority of respondents (78%) said that pricing and deals were the determining factors in making their buying decisions when doing travel research via search. Only a minority cited the brand or loyalty programs as their deciding factor.
“With so many options today in the saturated search ecosystem, price is virtually becoming the only factor many consumers are considering when making shopping decisions,” said Fletcher. “Having the right data today is so important to getting pricing right, and these results confirm that pricing needs to be a huge focal point of any search strategy and of any competitive research as well to drive the maximum results.”
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