Surprising Insights from the 2019 Leisure Travel Study
By Stuart Butler Chief Operating Officer, Fuel Travel | August 04, 2019
Each year Fuel, the premier provider of specialized marketing software and services for the hotel industry, publishes an extensive leisure travel study that provides invaluable statistics and insights into consumer booking behavior. The study looks at what inspires travel, with whom people are traveling, the average booking window, what devices they are using, what influences their decision, and much more.
This year's study was compiled from more than 2000 respondents to a self-reporting survey. All respondents were from North America and indicated that they had made a leisure travel purchase of more than 5 days within the past 12 months.
The study is full of actionable advice and insights into consumer trends. The following are 10 of the most surprising and valuable statistics from this year's data.
1. The Average Time Spent Planning a Leisure Vacation is 26 Days
Despite the fact that many are waiting until closer to their dates of travel before they make their reservation, one of the statistics that hasn't changed a whole lot over recent years is the length of time that a traveler spends planning their trip. There is an average of almost 4 weeks between the time that the consumer first begins their research and when they finally make the booking.
This means that there are many opportunities for hotels to win or lose the battle for the booking. Hotels should do everything they can to stay top-of-mind during this period by collecting email addresses and sending valuable communications, as well as targeting website visitors with advertising that drives home the benefits of coming back to the official website and making the booking.