Americans spend over 15% more time searching for hotels online than their European counterparts, research from Sojern has found. Sojern's Hotel Insights Report, which analyses more than a billion data points around the world, has discovered that consumers spend more time on the hotel path to purchase than they do when booking an airline ticket. Furthermore, travellers in the US took 25% more time looking for flights than when booking flights. Despite this, there is an increase in the number of people seeking a last-minute reservation of a hotel. Other report findings:
- Luxury hotels have the highest share of same-day bookings (43%).
- Europeans conduct the most searches for hotels from Sundays to Wednesday, but Americans have higher on Fridays as they search for last-minute bookings.
- 5% of hotel searches by Europeans and Americans are initiated seven or fewer days prior to the stay date.
- Flight search sees a similar pattern, with larger proportions of people booking last minute travel than searching for both Europeans and Americans.