While online travel companies might continue to invest in a more personalized experience for consumers, value for money is still top of the list.
Research from Amadeus on U.S. and Canadian consumers reveals that value is the most important factor for 70% of travelers followed by services being in one place for 36% and traveler reviews for a third.
A similar proportion of French consumers pick value for money (69%) as the most important factor followed by traveler reviews (35%) and ease of payments at 24%.
For U.S. and Canadian consumers, 22% cite ease of payment.
The study also finds that 30% of U.S. and Canadian consumers have abandoned a booking because of hidden fees and charges while for French consumers it is 24%.
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The Digital Footprint: Discovering Online Travel Needs report also quizzed respondents on the influences they get on buying decisions when considering a new destination, with recommendations from friends and family topping the list for 58%.
In second place are travel blogs or websites (35%) followed by recent news about the destination (25%) and deal--based newsletters and websites (21%).
The research suggests that 68% of travelers say that they look to travel blogs and influencers for inspiration when planning a trip, with 10% claiming they check them every time they go away (rising to 17% for those aged 18 to 34).
Personalization gets a mention, with almost half of respondents saying they would agree to sharing their data for more tailored travel options to them and 56% saying they would like to be provided with more tailored offers.
When it comes to booking, PCs and laptops are still the go to device for 63%, followed by mobile at 23%.
The study also gives a nod to sustainability and although less than half say they are concerned about the impact on the environment 52% say they would be interested in hearing about alternative destinations that have less of an environmental impact.
The figures rises to 66% for those aged 18 to 34.
The research, which can be downloaded here, was carried out by Opinium on approximately 1,000 adults in each of the U.S., Canadian and French markets.