Travel Statistics

Intriguing and eye-popping facts about travel and hospitality

It’s so important to stay up to date with key statistics and trends in an ever changing industry.

Armed with the facts and taking the correct course of action, hotels and travel companies can solve and stem bounce rates, delight travellers across their lifecycle, and increase bookings and loyalty.

Locational content marketing has never been more important. Travel is now digital by default. Old models are out and the customer drives everything.


of people research destinations online before booking

9 out of 10

people trust the opinions of friends and family above all forms of advertising


of travellers are more likely to book with a travel brand that provides relevant information for the destinations in which they’re interested


of travel shopping baskets are abandoned compared to 68% in other types of retail (Tnooz)



of consumers read 6 to 12 reviews on average before making a booking (Tnooz)



of booking drop-out is caused by the need to do more research (Tnooz)



is the number of times American holiday package buyers visit travel sites before booking (Tnooz)

You can’t outspend the OTAs on digital advertising. They have multi-billion-dollar marketing budgets. Instead, you should focus your efforts where the OTAs can’t compete – your hotel story.

According to Triptease, over 60% of OTA bookers will visit your website before they book with an OTA. They’re coming to your site to see bigger images, more information and reassure themselves that they’re making the right decision. And that’s the moment to capture and convince them why they should book with you directly.

Identify your hotel’s unique story; use visual storytelling to showcase your value, and provide a compelling reason why travel shoppers should book direct.

It’s now no longer possible to ignore mobile too, particularly with the news that Google has switched to a mobile first index.


of website visitors rely on user submitted images to make a decision

4 out of 5

people read up to 12 reviews before booking


of millennials upload a photo, post a status or share a video to social media every single day while on holiday


of Facebook posts are travel-related

According to social media marketing company Chute, travellers’ use of social media to share photos and videos of their trips has grown exponentially. More than 29.5 million travel related photos were shared on Instagram and Twitter in June, July, and August 2016 alone, compared to 16.2 million for the same period in 2015. That’s an 82% increase year-over-year and a 50 percent year-over-year increase for August.


of people use websites or apps to get information on local attractions and experiences. This is now more than brochures (35%), asking staff (27%) or looking on a hotel’s website (23%)


the amount of time marketers are expected to spend on creating and distributing content

‘What to do in *destination*’ and ‘where is *destination*’

are the most popular travel related searches according to Google.

The OTAs don’t have it all their own way – over half of customers will also visit supplier sites before reaching a decision. In fact, this informative Pebble Design post revealed that 20% of direct bookings come from people that first found a location on an OTA.


reported user-generated content has more influence on what they purchase than adverts (Stay Planner)


of U.S. millennials view experiences as the most important thing in their lives – which is why the top 20 places on their bucket lists aren’t just destinations, they’re experiences. (Travel Daily News).


the amount back packers and gap year students spend during a 58-day trip – considerably more than other tourists demographics (WYSE Travel).

Millennials (famously avid travellers) will soon have record-breaking purchasing power. This is the demographic spending 18 hours with media per day and trust peer reviews and social media more than professional reviews and advertising.

Youth travellers seek meaningful and educational travel experiences that mix cultural immersion, study, language learning, work experience and volunteering. Experiences vouched for by trusted user reviews are the key to this demographic’s heart.


of searches for destination information – such as “things to do in Barcelona” – come from mobile devices (Think With Google).


of leisure travellers switch between devices as they plan or book a trip (Think With Google).


of U.S. survey respondents said they use their smartphone to make last-minute bookings while they are already traveling (Ice Portal).

Although mobile hasn’t eclipsed the desktop as the consumer device of choice for booking as (many pundits predicted), but don’t be fooled, mobile is still very important. Google describes the modern consumer journey as made up of ‘micro-moments’, customers may book on their computer, but they switch between devices on every stage up to that point.

And of course Google has now shifted to a mobile first index meaning mobile now takes centre stage. If you’re not mobile optimised, you’re unlikely to make it to the finish line.

3 million

property listings worldwide with Airbnb with properties are spread across 65,000 cities in 191 countries (Airbnb).


of leisure travellers and 18% of business travellers stayed at an Airbnb in 2016 (Reknown).

Goldman Sachs study found that, of consumers who’ve stayed in peer-to-peer lodging within the last five years, 36% prefer peer-to-peer lodgings, 40% prefer hotels, and 24% have no preference between the two.

Airbnb has clearly been doing something right and tapped into an important new trend. See our special piece on what hotels can do the compete.


of travellers watch travel-related videos when planning a trip (Think With Google)


of travellers search for videos online by destination (Think With Google)


are the most popular type of travel videos watched on YouTube.  Only 14% of vlogs on YouTube are created by brands; 86% come from YouTube creators (Think With Google)