15
Source: AlixPartners 2024 Consumer Priorities Survey
2025 | CONSUMERS PREFER TO BOOK TRAVEL DIRECTLY AND DIGITALLY, WHILE SMALLER GROUPS OF
CONSUMERS OPT TO BOOK THROUGH TOUR OPERATORS, TRAVEL AGENTS AND OTHER 3RD PARTY SITES
Book directly
(airlines,
hotels, resorts)
Travel agencies
(national or
neighbourhood)
(e.g. Hays Travel,
Trail Finders)
Other Don't book travels
19%
7% 7%
16%
Online travel agents
(e.g. Booking.com,
Expedia)
23%
Alternative
accommodation
providers (e.g.
Airbnb, Vrbo)
11%
Tour operator (e.g.
TUI travel, Jet2)
8%
Hotel search sites
(e.g. Tripadvisor,
Trivago)
10%
'WHICH TRAVEL OPERATORS DO YOU MAINLY BOOK WITH?' KEY INSIGHTS
• Large proportion book with OTAs and traditional
Tour Operators likely driven by strong brand
awareness and trust
• Large proportion of consumers who book directly
with airline or hotels, likely driven by loyalty
programs/rewards schemes and preferential rates
when booking direct
• Despite strong preference for OTA channel (where
alternative accommodation is likely a strong
category), specialist Alternative Accommodation
providers have lower preference than general OTA
and Direct channels
• Variation in channel preference by country
− France: Don't book, OTAs, Direct, Alternative
− Germany: OTAs, Direct, Hotel search sites
− Italy: Direct and OTAs, TOs
− Switzerland: OTAs, Direct, TOs, Alternative
− UK: Direct, OTAs, don't book, TOs
− Saudi Arabia: OTA, Direct, Hotel search sites, TAs
− UAE: OTA, Direct and Travel Agencies
OUTLOOK FOR 2025
Don't Book
Travel
18%
15%
22%
20%
22% 21%
6%
10%
7% 7% 6%
12%
7% 9%
6%4%
5% 7%
20%
18%
12%
10%
16%
7%
OTAs
20%
23%
29%
24%
20% 21%
Alternative
Accommodation
13%
8%
10%
12% 10%
9%
Tour Operators
5% 9%
2%
12% 13%
9%
Hotel Search
Sites
Book Directly
8%
12% 11%
8%
14%
Travel Agencies Other
10%
21%
8%
14%
3%
10%
16%
3%
25%
France
Germany
Italy
Switzerland
UK
Saudi Arabia
UAE
BREAKDOWN OF TRAVEL OPERATOR PREFERENCES BY AGE GROUP
Similar top 2
preferences