When considering booking a vacation, consumers have a lot of factors to consider, including budget, destination, trip length, time of year, and more.
YouGov’s U.S. travel decision journey report 2027 explores what prospective travelers consider before making plans, and just how much these factors influence bookings. The report also uncovers the most difficult parts of trip planning and common deterrents, providing insight for travel companies to reduce pain points.
Key findings from the report include:
- 63% of leisure trip considerers actually booked a trip in the past 12 months
- 25% of trip planners say the destination is the most non-negotiable part of their considerations
- Coordinating with other people is the most common difficulty when planning according to trip planners (20%)
- Vacations that had a budget to start the planning process are the least likely to have been booked (45%)
The report also takes a deeper look into how income levels impact trip consideration and bookings and provides insights into 15+ other markets.
