Research Insights The top resources used for activity research

The top resources used for activity research

July 2021
Phocuswright Research

When researching in-destination activities, more than half of U.S. travelers use a general search engine, followed closely by Tripadvisor, according to Phocuswright's latest research publication U.S. Consumer Travel 2021: Shopping and Booking. The next two most popular resources for research were OTAs and social media.

When broken down by age, younger travelers (18-34) tend to rely on recommendations from friends and family while older travelers rely mostly on websites. Trending higher this past year for all age groups was the use of Google Maps along with other online resources.

Phocuswright Chart: Websites Used for Activity Research
(Click image to view a larger version.)

Based on a comprehensive survey of U.S. leisure travelers, this updated collection of reports provides a range of data and analysis on key aspects of the U.S. consumer travel market. Specific reports focus on core consumer metrics; the shopping and booking experience; and key travel product consumption.

In this series:

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