Google's three trends to attract leisure travelers

Google believes leisure travelers are “more curious, demanding and impatient than ever before,” and brands that will win them over are the ones that meet their needs quickly, easily and with personalized solutions.

A study conducted last year by the search giant in partnership with Phocuswright identified three clear trends in traveler behavior as well as strategies to engage and satisfy them along their paths to purchase.

Confidence

The first trend the survey results pointed to is travelers’ desire to feel confident.

More than half - 55% - say they have to check too many sources before they can make a decision, which creates stress.

Instead, they are seeking options that present the best price – the top factor in their decision-making, followed by the ability to compare all options in one place.

Google predicts the opportunity to win them over is on mobile, where a third of those surveyed say they’re still uncomfortable researching and booking travel.

Instant gratification

Based on trends evident in other consumer industries, it’s no surprise that respondents exhibit a desire to get what they want, when they want it.

More than 60% of US travelers said word of a good deal on a hotel or flight would prompt them to consider an impulse trip.

And they aren’t always looking for an extended vacation. Globally, respondents say that in the next 12 months they plan to take more trips of three nights or less than trips of a longer duration.

That said, impulse buying can run counter to loyalty: More than two-thirds of US respondents who are members of elite hotel loyalty programs say they would pick a different hotel for a better price.

The same holds true for airlines: two-thirds air loyalty program members would pick a different airline for a better price, schedule or route.

Google recommends brands focus on differentiating themselves from their competition, providing fast, relevant information via mobile and proactively suggesting activities when travelers are in-destination.

Personalization

The final trend – and one for which Google holds much of the solution – is personalization.

Data about travelers’ searches, sites visited and specifics about the trips they book creates an opportunity for brands to customize their experiences.

And that’s something travelers value.

The survey found that 36% of U.S. travelers would pay more for information and experiences that have been tailored based on their preferences or past behavior.