This compilation study combines findings from Google's annual Traveler's Road to Decision study and Google search data. Learn new insights about how leisure and business travelers research and book trips across different devices. Explore how traveler search behaviors change as smartphone and tablet adoption rates continue to grow. Key findings include:
- Travelers seek value from trusted brands. Business travelers seek convenience.
- Leisure travelers turn to search engines to plan travel online; business travelers rely more heavily on supplier sites.
- Travelers increasingly turn to mobile devices to plan and book travel.
- Most leisure travelers and 70% of affluent travelers begin researching travel online, without a specific destination or mode of travel in mind.