Travel & Booking Trends in 2019 Discover key traveler hotel search and booking behavior on metasearch trivago Industry Insights 2020
Travel & Booking Trends in 2019Discover key traveler hotel search and booking behavior on metasearch
trivago Industry Insights 2020
2020 Industry Insights 1
About the report
Top travel destinations
Traveler distribution across continents
Most popular destinations per continent
Share of travel to top destinations per continent
Travel planning trends
Domestic and international travel breakdown
World’s biggest travelers, by country
The most popular time to travel
Booking trends & motivations
Average duration of stay per continent
Average booking window
Travelers’ willingness to pay per continent
Travelers’ preferred ratings and top wanted amenities
Conclusion
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Table of contents
2020 Industry Insights 2
The use of metasearch among travel consumers is on the rise. Today, nearly three-quarters of travelers are believed to use metasearch engines in their search process*, making metasearch a critical component in the online hotel marketing and distribution landscape. This translates into millions of searches that give leading metasearch platforms, such as trivago, an enormous amount of data about traveler behavior.
This report gives a profile of travelers in Europe, North America, Latin America, Oceania, Asia, and Africa based on data for travel in 2019. In this report, you’ll discover:
• Top travel destinations• Travel planning trends• Booking trends & motivations
Data Notes: Data is based on searches on trivago in 2018 and 2019 for travel during 2019. Data relating to filters (price, guest rating, and top amenities) is based on interaction with
these filters during a search. Other data in the report is based on relevant information from click-outs. A click-out is where a traveler clicks on a hotel rate on trivago and is taken to
the booking site to complete their reservation.
Please note percentages may not add to 100% due to rounding.
* PhocusWire: How metasearch became the most important marketing channel in travel
About the report
Top travel destinations
Did you know?Among all the cities in the world, London has the
maximum number of global travel searches on
metasearch, thereby making it the most searched
city by travelers globally.
Industry Insights: Top travel destinations 4
Traveler distribution across continents
53%
16%
16%
10%
3%
2%
Europe
Latin America
Oceania
Africa
North America
Asia
Europe is the most visited continent in the world, with more than half (53%) of global travel searches on metasearch accounting for Europe.
Industry Insights: Top travel destinations 5
Top 10 destinations per continent
Europe
1. London, United Kingdom
2. Paris, France
3. Istanbul, Turkey
4. Rome, Italy
5. Amsterdam, Netherlands
6. Berlin, Germany
7. Barcelona, Spain
8. Madrid, Spain
9. Hamburg, Germany
10. Antalya, Turkey
Latin America
1. Rio de Janeiro, Brazil
2. São Paulo, Brazil
3. Buenos Aires, Argentina
4. Playa Bávaro, Dominican Republic
5. Gramado, Brazil
6. Florianópolis, Brazil
7. Porto Seguro, Brazil
8. Campos do Jordão, Brazil
9. Porto de Galinhas, Brazil
10. Foz do Iguaçu, Brazil
North America
1. New York, USA
2. Las Vegas, USA
3. Cancún, Mexico
4. Orlando, USA
5. Acapulco, Mexico
6. Puerto Vallarta, Mexico
7. Miami Beach, USA
8. Mazatlán, Mexico
9. Playa del Carmen, Mexico
10. Honolulu, USA
Industry Insights: Top travel destinations 6
Top 10 destinations per continent
Asia
1. Tokyo, Japan
2. Dubai, United Arab Emirates
3. Osaka, Japan
4. Singapore, Singapore
5. Bangkok, Thailand
6. Hong Kong, Hong Kong
7. Kuala Lumpur, Malaysia
8. Sapporo, Japan
9. Eilat, Israel
10. Kyoto, Japan
Africa
1. Marrakech, Morocco
2. Durban, South Africa
3. Hurghada, Egypt
4. Sharm el-Sheikh, Egypt
5. Cape Town, South Africa
6. Agadir, Morocco
7. Hammamet, Tunisia
8. Cairo, Egypt
9. Sousse, Tunisia
10. Zanzibar City, Tanzania
Oceania
1. Sydney, Australia
2. Melbourne, Australia
3. Brisbane, Australia
4. Auckland, New Zealand
5. Surfers Paradise, Australia
6. Perth, Australia
7. Adelaide, Australia
8. Canberra, Australia
9. Wellington, New Zealand
10. Cairns, Australia
Industry Insights: Top travel destinations 7
Share of travel to top travel destination per continent
Travelers are willing to explore offbeat destinations more than ever, with travel to the destinations outside the top 100 making up a significant majority in Europe (59%), North America (39%), and Asia (43%).
44%
26%
20%15%
22%
44%
35%
35%46%
26%
35%
36%
21%39%34%59% 43% 20%
Europe Latin America North America Asia AfricaOceania
Top 10 Next 90 All others
Travel planning trends
Did you know?The people of the USA, the UK, and Germany
are the world's biggest travelers, collectively
accounting for almost 24% of total travelers in
the world.
Industry Insights: Travel planning trends 9
Domestic and international travel breakdown
Europe Latin America Asia
North America Oceania Africa
Domestic International - Different continent
International - Same continent
34% 9%
17%11%
14%
80% 69%6%60%
76%
17%
7%
82%7%
7% 53%11%
40%
The source of most travelers in all but
one continent is domestic. While Oceania
has the most internal travel (82%), Africa
has the most visitors from outside the
continent (53%).
Industry Insights: Travel planning trends 10
World's biggest travelers, by country
1. United States
2. United Kingdom
3. Germany
4. Brazil
5. Turkey6. Italy
7. Spain
8. Japan
9. India10. Mexico
Industry Insights: Travel planning trends 11
Latin America Oceania
Europe North America
Africa Asia
MARFEBJAN APR MAY JUN JUL AUG SEP OCT NOV DEC
MARFEBJAN APR MAY JUN JUL AUG SEP OCT NOV DEC MARFEBJAN APR MAY JUN JUL AUG SEP OCT NOV DEC
The most popular time to travel
Peak and low seasons vary greatly among continents. The top travel months in Europe and North America are July and August. On the contrary, high-season months in Latin America and Oceania are December and January. Africa shows a unique seasonality trend with two travel peaks, one in August, and the other in December. For Asia, December is the high-season month when it witnesses the maximum inflow of travelers.
Booking trends & motivations
Did you know?On a scale from 0-10, the majority of travelers
prefer accommodations with an average
rating of 8, which roughly translates into a
"very good" score.
Industry Insights: Booking trends & motivations 13
Average duration of stay per continent
Europe Latin America Asia
North America Oceania Africa
3.4
3.3
3.5 2.5
2.7 4.9
Travelers in all continents stay on average 3.3 nights, with travelers to Africa staying on average the longest with 4.9 nights and travelers to Asia staying on average the shortest with 2.5 nights.
Industry Insights: Booking trends & motivations 14
43.4
52.1
52.3
53
53.3
65.5
Asia
Latin America
North America
Oceania
Europe
Africa
Average booking window per continent
Of all the continents, travelers tend to book much in advance for their trips to Africa (65.5 days). On the contrary, the shortest booking window is for Asia (43.4 days).
Avg. number of days searched in advance per continent
4 weeks 8 weeks
Industry Insights: Booking trends & motivations 15
Travelers’ willingness to pay per continent
40€
80€
120€
160€
0 €
Europe North America
Latin America
Oceania Asia Africa
153€159€
127€124€
103€
124€ The average clicked price on hotel metasearch shows that travelers are willing to pay the highest for hotels in Oceania (€159 per night). On the other hand, travelers are willing to pay the lowest for hotels in Latin America (€103 per night).
Industry Insights: Booking trends & motivations 16
Guest ratings and amenities play an important role in hotel selection. Majority of the travel searches are for accommodations with a rating* of 8. When it comes to amenities, free breakfast, pool, and Wi-Fi are the most popular services and facilities.
*The rating score has been derived from trivago Rating Index (tRI). It’s
a comprehensible and reliable index of hotel ratings from over 400
booking sites for over 2 million hotels and alternative accommodations
around the world.
Top 5 most popular amenities:
Travelers' preferred ratings:
Travelers' preferred ratings and top wanted amenities
Rating of 9 and above 6%
Rating between 8-9 6-77%
5-61%
49% Rating between 7-8 36%
Free breakfast Pool WiFi Car Park Air conditioning
2020 Industry Insights 17
We hope that travel trends, along with search and booking behaviors of travelers shown in this report help you create better journeys and marketing plans for travelers and your potential guests.
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Conclusion