Some interesting survey results

We are running a survey to find out how people book and plan destination attractions and tours. The survey is still in progress, but we are already seeing some strong trends.

Planning one day on a trip

First trend shows that planning one day on a trip is not such an easy task:

For anyone who travels at least once a year, this is not a surprising finding. Whenever we ask anyone about trip planning, people always tell us how inefficient and tie consuming that process is. If you traveled recently, you probably remember the feeling.

Content disconnected from the sale

The top two tools for researching destination activities are (not surprisingly) Google.com and Google Maps, followed closely by Yelp and TripAdvisor. When we look at how people surf the web while researching destination activities, the role of Google's properties becomes obvious - overwhelmingly, both Google.com and Google Maps are the starting point of research, and from there travelers go on to review sites, meta search sites and content sites.

While the finding itself is not surprising at all, the most interesting part is that none of the top five content sites provide means of booking destination activities. This is also consistent with PhocusWright research which shows that activity distribution is extremely fragmented, with almost half of all activities still being booked offline.

More results to follow

I am not going to make any more conclusions from these results at this point, so stay tuned for more results and analysis. And please take the survey: https://www.surveymonkey.com/s/MPBYCHQ