Americans spend over 15% more time searching for hotels online than their European counterparts, research from Sojern has found.
The performance marketing data provider has been crunching the numbers to understand more about the behaviour of travellers as they search and book for hotel properties.
In particular, Sojern's Hotel Insights Report, which analyses more than a billion data points around the world and was released this week, discovered consumers spend more time on the hotel path to purchase than they do when booking an airline ticket.
Furthermore, travellers in the US took 25% more than time looking for hotels than when booking flights.
Yet despite this, there is an increase in the number of people seeking a last-minute reservation of a hotel.
Other highlights in the report include:
- Same day booking of hotel and flight is popular with Latin American destinations.
- Luxury hotels have the highest share of same-day booking (43%).
- Europeans conduct the most searches for hotels from Sunday to Wednesday, but Americans have higher on Fridays as they search for last-minute bookings.
- Five percent of hotel searches by Europeans and Americans are initiated seven or fewer days prior to the stay date.
- Flight search sees a similar pattern, with larger proportions of people booking last-minute travel than searching, for both Europeans and Americans.
There's a handy infographic with more results:
NB: Hotel search image via Shutterstock.