Social media, OTAs, and price sensitivity shape how travelers choose and book accommodations
Feb 26, 2025
In the 12 months ending July 2024, U.S. travelers reached new heights in lodging bookings. This surge in activity provides insights into how travelers plan, research and ultimately choose where to stay. The findings from Phocuswright’s U.S. Consumer Travel 2024: Lodging study sheds light on key trends, including the influence of social platforms, the growing preference for online travel agencies (OTAs), and the impact of price on travel decisions.
Key takeaways
- Planning and decision-making: Most travelers begin their trip planning with a specific destination in mind (60%), while one-third narrow down their choices from multiple options;
- Price sensitivity: The cost of accommodations plays a significant role in destination selection, with 22% of travelers factoring it into their decision;
- Social media influence: Social platforms, especially Instagram and TikTok, are important tools for travelers researching accommodations, especially for frequent travelers (those who take six or more trips per year);
- Booking channels: OTAs remain the dominant booking method, especially for travelers under the age of 55, while older travelers are more likely to book directly through hotel websites, often because of loyalty programs;
- Booking experience: Regardless of the channel, ease of booking is a universal priority for travelers.
Get the full story at PhocusWire and purchase the study at Phocuswright
