Click, Compare, Book: Survey Reveals How Consumers Rely on Travel Technology Platforms to Save Time and Money 

Wednesday, May 28, 2025 — Today, the Travel Technology Association (Travel Tech), a non-profit dedicated to promoting and protecting the travel technology industry, released results from its recent consumer survey. The survey gathered insights on travel research and booking habits, behaviors, and attitudes of U.S. consumers. 

“Travel technology companies offer essential services to travelers as they plan their trips. However, our members do so much more, from driving bookings to travel service providers like hotels and airlines to offering a wide range of lodging options to support local tourism activities,” said Laura Chadwick, president & CEO of Travel Tech. 

Key findings of the survey: 

• A majority of consumers believe that travel comparison tools save them money. 

• A majority of consumers save time by using price comparison tools for travel planning. 

• Online research using Travel Tech member platforms drives direct bookings to hotels and airlines, known as the “Billboard Effect.” 

• 97% of consumers believe having a mix of lodging options is beneficial to local economies. 

• Consumers find value in having access to a variety of lodging options. 

• Younger consumers are turning to social media for travel inspiration and research. 

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80% of consumers agree that online travel comparison tools enable competition between travel service providers which ultimately lowers prices.  

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More than 66% of consumers believe they save two hours or more in the travel planning process using comparison tools. 

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82% of consumers booked directly on an airline, hotel, or car rental service’s site after researching options using a Travel Tech member site. 

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Over one-third of travelers (36%) have used social media sites to research travel-related services. 

Of those 36% of consumers who use social media to research travel, almost two-thirds (64%) are Gen Z.  

The above insights are from an online survey of 1,522 U.S. adults aged 18 and up fielded between January 27 to February 11, 2025.  

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The Travel Technology Association (Travel Tech) empowers traveler choice by advocating for public policy that promotes marketplace transparency and competition. Travel Tech represents travel technology innovators ranging from dynamic startups, small, and midsize businesses to leading online travel agencies, metasearch engines, short-term rental platforms, global distribution systems, and travel management companies. 

To schedule an interview with a Travel Tech spokesperson, contact Bradford Williamson of Glen Echo Group at 202.870.3234 or bwilliamson@glenechogroup.com.