14
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)
Online travel agents
(e.g. Booking.com,
Expedia)
Tour operator (e.g.
TUI travel, Jet2)
Alternative
accommodation
providers (e.g.
Airbnb, Vrbo)
Hotel search sites
(e.g. Tripadvisor,
Trivago)
Travel agencies
(national or
neighbourhood)
(e.g. Hays Travel,
Trail Finders)
Other Don't book travels
22%
20%
13%
10%
8%
6%
5%
16%
'WHICH TRAVEL OPERATORS DO YOU MAINLY BOOK WITH?' KEY INSIGHTS
• Large proportion of consumers who book directly
with airline or hotels, likely driven by loyalty
programs/rewards schemes and preferential rates
when booking direct
• Large proportion book with OTAs and traditional
Tour Operators likely driven by strong brand
awareness and trust
• 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
• Significant variation in channel preference by age
− 18-24: Direct, OTAs, Alternative, Travel Agencies,
Don't book
− 25-34: Direct and OTAs
− 35-44: Direct and OTAs, TOs
− 45-54: Direct, OTAs, TOs
− 55-64: Direct, OTAs, TOs
− 64+: Direct, TOs, Don't book
OUTLOOK FOR 2025
Tour Operators Alternative
Accommodation
Hotel Search
Sites
Travel Agencies Other Don't Book
Travel
17%
22%
24% 23%
22%
20%
18%
25% 24%
20% 19%
14% 6%
12%
13% 14%
16% 15%
14% 13%
10% 11%
9%6%
6%9% 7%
7%
8% 8% 10%
7%4%6%4%
Book Directly
7%4%
5% 6% 5%
6%
8% 8%
12%
14%
17%
23%
OTAs
22%
18-24 25-34 35-44 45-54 55-64 65+
BREAKDOWN OF TRAVEL OPERATOR PREFERENCES BY AGE GROUP
Similar operator
preferences