Are We There Yet?: North American Travelers Are Spending an Average of Eight Hours Researching Their Vacations Despite Being Bored After Just 40 Minutes
New research from Hotels.com reveals that North American millennial travelers are experiencing net lag, a.k.a. scroll fatigue from never-ending research when booking a vacation. Whether it’s a long trek through the Himalayas or a relaxing stay in a hotel treehouse, the struggle to book the perfect trip is real. Luckily, to help ease some of the stress, Hotels.com has announced the winners of the 2019 Loved by Guests awards—hotels rewarded based on their guest reviews.
With more than one in eight travelers spending 15+ hours researching before they book, it’s no wonder 42% of millennial travelers describe the process as one of their biggest stresses. Thirty-three percent have even booked the wrong vacation or dates because the research became just too much.
Marketing Technology News: Lucidworks Hires Robert Lau as Chief Operating Officer for Global Emerging Markets and APAC
All it takes is 40 minutes for the scroll fatigue to set in, the same time it takes to watch most, if not an entire episode of your favorite show. The man hours required have resulted in more than half (51%) going on vacation to somewhere they’ve been to before to avoid the research. Forty percent believe they pay more than they need in order to avoid the research, and over a third (38%) would even consider passing the task on to a friend, with the average person happy to pay $134 to take it off their plate.
Productivity levels at work are also taking a hit. Four in ten (46%) have admitted to secretly scrolling in the office, with 30% saying they get less work done during the hunt for a vacation. This isn’t very surprising when 22% of millennials look through more than 11 vacation options before making a decision.
Yet it’s other traveler reviews that 91% rely on to seal the deal, being voted the most important tool to transition from looking to booking. To help everyone get over their scrolling woes, Hotels.com has unveiled its 2019 Loved by Guests awards, featuring over 59,000 winners globally and more than 22,000 winners in North America across 12 categories. Newly added pet-friendly, homes & apartments and sustainable categories have been introduced this year.
Top 5 US and Canadian cities winning Loved by Guests Most Wanted Awards:
- Houston – 13 hotels
- New York – 12 hotels
- Chicago – 11 hotels
- Quebec – 10 hotels
- Savannah – 10 hotels
Adam Jay, President of Hotels.com, said, “Hotels.com can end the tedious vacation hunt with our Loved by Guests award-winning hotels. When you’re researching your vacation, these properties can give you a great starting point, and help ease the endless scroll. These hotels have been reviewed by people in the know—the guests themselves—and we’ve analyzed over 25 million reviews to find you the best hotels around.”