4 out of 5 travellers globally prioritise value over cost in flight booking: Travelport

When booking a flight, value is a top priority for over four out of five (86%) travellers today with just one in five (18%) now booking solely on cost, reveals Travelport’s Global Digital Traveler Research 2019, which surveyed 23,000 people from 20 countries. This trend is apparent across all age groups led by Baby Boomers (91%) who prioritize value marginally more than younger generations. To find offers of value, travellers ‘nearly always’ use a combination of travel review sites like TripAdvisor (42%), price comparison sites like Kayak.com (38%), recommendation sites like Kiwi.com (36%) and have conversations with travel consultants (31%).