Hotel & Resort Brands Partner Area Updates Resources

How People Book Hotels in 2022? What Gets Attention and Which Channels People Prefer?

In collaboration with hospitality consulting team Daniel Diosi & Partners, we recently completed an analysis to gain deeper understanding of how people book hotels in 2022.

The 2,017 response survey was targeted to people in he United States between 18 and 65 years of age, who recently returned from a trip.

The research results can be viewed here:

What did this research cover?

The survey had two main focuses. First is to analyze what attributes and factors make people like and book a hotel. The second part of the research was about organizing data to understand preferred booking channels of people at different age and by travel frequency.

The survey asked the following questions from the respondents:

  • What makes a good first impression in case of a hotel?
  • What influences you most to consider booking a hotel?
  • What influences you the most to decide booking a hotel?
  • What factors are most common dealbreakers in case of a hotel?

Furthermore the survey also asked about their preferred booking method, frequency of travel.

Research results

We encourage you to see the results and make your own conclusions after going through the data in the interactive dashboard. The key findings of the research are below.

First impression and booking decision

The over 2,000 respondents made it clear that photos and videos are extremely important during the first impression and consideration stages. Interesting to note that with 23%, the hotel name plays a key factor in making a good first impression on potential guests.

During the consideration stage, videos, product presentations and photos, including food photos make are the most important, followed by the hotel’s ability to demonstrate the experience. Attributes like location, style and uniqueness are less important decision factors.

In the booking stage, pricing clarity, price value and discounting are the key factors that drive decisions.

Common dealbreakers that make travelers dislike a hotel are boring rooms, unappealing food photos, pretentiously content and boring product presentations.

Interesting that reviews did not show as a very important factor.

Preferred booking channels by age and travel frequency

Among the 2,017 respondents, 41% prefers OTAs, 29% books direct and another 29% likes to book trips with travel agents or tour operators. Let’s dive deeper in the data to understand who books how.

Nearly half of self-proclaimed regular travelers book on OTAs. This makes sense as OTAs offer a very easy way to book, and reward travelers with discounts and special deals. This is followed by direct, leaving roughly 20% for travel agents.

Nearly half of respondents who hardly ever travel use travel agents or tour operators. The rest is split between OTA (around 30%), and a slightly smaller segment of direct bookers.

Most frequent travelers book OTAs and direct, leaving once again around 21% for tour operators.

Observing the response data by age, it shows that people below 35 predominantly use OTAs as their preferred hotel booking tool.

People who prefer direct bookings are in their 30s and 40s, while most tour operator and travel agent customers are 45+.

Please note that these statistics are only indicative. The 2,017 responses broken down to age groups year by year between 18 and 65 equal to an average of 43 responses collected for each age group.

Partner Area Updates Resources

Fresh Market Research Results Show Where People Plan to Travel in 2022

Turkey, Thailand, Italy and Mexico are among the top destinations for for US, UK, German and French travelers.

2021 is almost over. It is safe to stay that everyone in the hospitality industry is hopeful that 2022 will bring the much-awaited travel rebound. While some destinations had a great 2021 in terms of tourism, arrivals, room nights, and revenue, other countries are still kept hanging on.

Various forecasts and opinions are circulating in travel industry news about what 2022 will look like. Going beyond secondary data, hotel and travel advisory company DD & Partners to do a 2,000 response survey research with us.

The interactive reporting dashboard with all data and information is available here:

Brief research overview

Similar to our previous study about the dietary expectations of Millennials, this research was also targeted at people between 26 and 28 years old. A total of 2,000 valid responses were collected.

The survey asked them about their next destination, their planning status, travel purpose, and style. Participants are equally distributed from some of the largest tourism markets:

  • United States
  • United Kingdom
  • Germany
  • France

Key insights from the 2022 travel planning research

Among all respondents, the top planned visits are to the following destinations, sorted by most trips planned.

  1. Turkey
  2. Thailand
  3. Italy
  4. Mexico
  5. Egypt
  6. Dubai
  7. Spain
  8. Greece
  9. United States
  10. Morocco

Travel budgets, destinations, and status of travel planning

Nearly half of self-proclaimed mid-range travelers have booked their next trip already. Most high-end travelers did the same, while the majority of budget travelers did not book anything yet.

  • Most high-end travelers have planned and booked trips to Italy, Mexico and Greece.
  • European mid-range travelers have plans to visit Dubai, while US mid-range travelers have plans to visit Mexico.
  • The majority of budget travelers have plans to visit Thailand, Egypt, Turkey, and Spain, nearly 50% did not make any arrangements yet.

Based on the survey research data, over 40% more high-end and mid-range travelers have made reservations for 2022 over the age of 32 years old. Younger travelers have less specific plans and reported unconfirmed booking status.

Interesting insights related to travel purpose

Filtering response data by travel purpose shows a slightly different picture.

Budget business travelers have plans to visit Egypt, Spain, and Dubai. This matches with the travel preferences of digital nomads or those who arrange long stays in a warm country to live and work there for an extended time.

Most mid-range business travelers plan to visit Dubai. High-end business travelers have the plan to visit the United States, Mexico, and Italy.

How do these research results match with official travel statistics?

Quite well. The public research data shows that Mexico, Italy and the United States, Thailand are among the top destinations for 2022 β€” among US, UK, French and German travelers.

Turkey has been on a strong tourism uptrend before the pandemic-related travel restrictions took place. The second half of 2021 has been a great rebound for Turkey, signaling strong, continued demand for the destination.

Mexico is on a strong rebound trend. During the January β€” August 2021 period, 35 million international visitors arrived in Mexico, a 1.3% decrease compared to the same period in 2020. During the January β€” August 2021 period, 20.1 million international tourists arrived in Mexico, a 27.7% increase compared to the same period in 2020. During the same period of 2019, just before the pandemic, the country welcomed 29 million tourists.

The survey data looks very similar to the official Dubai arrival statistics too, especially in terms of Western-European travelers which make 18% of total arrivals.

The survey results correlate very well with the travel trends of past years.

Would you like to do similar research for your destination?

Market Sampler enables anyone to start an online survey research from $50, targeting non-incentivized respondents worldwide, in any language, for any purpose. With free-form survey creation and detailed targeting options, it is very straightforward to start researching.

To access more targeting options, research status tracking, and priority support tools, we recommend opening a Partner Area account.

Once again, the survey results are linked below, and free to use for anyone.

2022 Travel Plan Survey (US, UK, Germany & France).