Travelers Don’t Always Prefer To Plan Ahead
In March 2019, not long before the travel industry was put on hold, Phocuswright’s mid-year wrap-up* was presented. It told us about how U.S. travelers book activities and experiences. There is a portion of the active traveler population who prefers to book travel activities in-destination. These travelers often wait until the last minute.
Across most activity categories, more than three in four activities booked in-destination happened on the day of or day before the activity.** The reasons that activities are booked last minute can vary by activity type. The top reason across activity types is simply because the traveler is not a planner. This is still true, maybe even more so now that planning ahead for travel has become increasingly challenging due to the fast-changing restrictions and adaptations in tourism that we live with today.