The Four Booking Behaviours Driving Travellers
A Tripadvisor study reveals travel booking patterns and traveller personalities.
Men spend less time booking trips than women. Younger travellers tend to start their planning later. And 59 % of travellers begin researching their next trip between one and three months before departure.
Those are just a few of the findings in the latest TripBarometer 1 survey from Tripadvisor. Together with independent research firm Ipsos, we asked 36,000 travellers how they plan and book their holidays – and we discovered four booking behaviour trends and six distinct traveller personalities. To download the full 2016 TripBarometer report (in English) click the "Full Report" link on the right.
Four behaviours based on how travellers book their trips:
- Flight bookers (48 % of respondents):
- Book flight and destination first.
- Are destination-orientated – they travel mostly to experience different cultures.
- Are most common among those taking longer holidays, when flights are often more expensive.
- Hotel bookers (29 % of respondents):
- Start by researching and booking accommodations.
- Make decisions based on price, and prefer family-friendly destinations.
- Travel for just a weekend break in half of all bookings.
- Mavericks (13 % of respondents):
- Book quickly and don't spend as much time on research.
- Tend to be business travellers, or travellers going on long holidays.
- Are creatures of habit: 17 % choose destinations they visit every year.
- Balanced bookers (10 % of respondents):
- Combine their interest in culture with their desire for good travel deals.
- Invest time researching destinations.
- Travel for about as long as other travellers.
Six travel personalities based on attitude, booking preferences, age and income:
- Value seekers are those who say, "We want to make the most of our holiday". Often travelling with children, they have a medium income and fall mostly into the 25-34 age group. They particularly value Tripadvisor to help them find deals, babysitting services and kids’ clubs – and they tend to do their research on smartphones. Beach holidays are a favourite for people in this group.
- Luxury travellers are those who say, "We want to enjoy and spend". These are high earners who travel with a partner, have a substantial budget and are most prevalent in the 25-49 age group. They like their destinations hot and sunny, and cities and beaches top their lists of places to go. They check Tripadvisor before booking – 90 % say ratings on review sites are important when making a final accommodation booking decision.
- Social travellers are those who say, "We want to share and engage with others". They don't travel alone, preferring to spend time with friends and family. They also appreciate babysitting services and kids’ clubs since they often travel with children. They're very influenced by word of mouth and recommendations from other travellers and tend to prefer beach holidays. They trust Tripadvisor to help them identify hidden treasures, have medium to high income and tend to fall into the 25-49 age group.
- Independent travellers are those who say "I want it my way". They love to go solo and make travel choices independently. They want adventure and use online research to find it. Culture matters to them – climate doesn't. They are mostly low or high earners, falling into the 25-49 age group. They are most likely to share a Tripadvisor review on social media.
- Researchers are those travellers who say "We want it perfect". They spend a lot of time researching destinations, activities, restaurants and accommodations, usually on laptops. They spend a little extra for something special. They are often high earners in the 25-49 age group who travel with a partner. Researchers trust Tripadvisor to provide the voice of the consumer when deciding on each stage of the journey.
- Habitual travellers are those who say "We want it simple and easy": They tend to go to the same locations repeatedly, so they don't need to spend much time planning or researching. Travel is more about relaxing than activities. Mostly male, they often go away by themselves and tend to be low earners in the 35-64 age bracket.
To download the full 2016 TripBarometer report (in English), click the "Full Report" link on the right.
- 1. Methodology: The TripBarometer study, by Tripadvisor, is based upon an online survey conducted from the 21st of June to the 8th of July 2016 by Ipsos, a global research firm. A total of 36,444 interviews were completed in 33 markets, spanning 7 regions. The sample is made up of Tripadvisor website users and Ipsos online panellists who chose to take part in the survey and have researched their travel plans online in the last year. The survey data is weighted to represent the known profile of the global online population, to keep in line with previous waves of TripBarometer.
Download Global Report
Last Updated: 17 October 2016