New market research commissioned by leading travel subscription company eDreams ODIGEO, on the occasion of the 25th anniversary of its flagship brand eDreams, has uncovered a significant shift in consumer preferences towards greater choice and flexibility in travel bookings. travel booking flexibility

The study, involving 10,000 global participants -including 2,000 from the USA- reveals that an overwhelming majority of consumers (84%) prioritise having multiple travel options to choose from, actively seeking to compare and combine multiple airlines and hotels rather than defaulting to a single provider’s offering.

Notably, only 3% of consumers report not considering multiple airlines and hotels before making a booking, a remarkable 82% decrease from 17% in 2021. This sharp decline underscores the growing importance consumers place on choice in their travel arrangements. The findings suggest that today’s consumers are eager to find travel options that best fit their itineraries and budgets, reflecting a strong preference for flexibility and value.

Data from eDreams ODIGEO, the world’s largest travel subscription platform, supports this trend, showing that bookings including flights operated by multiple airlines within a single itinerary have more than doubled since 2021.

Dana Dunne, CEO of eDreams ODIGEO said:travel booking flexibility 

“Consumers don’t just value choice—they demand and expect it. A century ago, offering “any color car as long as it’s black” may have sufficed, but this simply doesn’t hold up in today’s fast-paced, digital world. This latest market research confirms that the travel industry is no exception. Today’s travelers are no longer content with being confined to the limited options of a single airline or hotel chain. They seek the freedom to explore and compare the entire global travel market, and tailor their journeys to their unique preferences. The digital age has enabled this and changed consumers’ behavior forever. This is why they are turning to platforms that can deliver this expansive, flexible experience. As we look ahead, this trend will only continue to grow, with advancements in technology further empowering consumers to make informed, customised travel decisions. We see this in all forms of our lives, including in travel. As independent retailers of travel products and services, we are uniquely positioned to meet this demand, offering a one-stop-shop for travelers who want to have the entire market at their fingertips.” travel booking flexibility

Key Trends Driving the Shift

We would add that the demand for greater choice and flexibility in travel bookings is largely driven by several key trends:

1. Technological Advancements: With AI-powered comparison tools and apps, travelers can easily mix and match flights, hotels, and other travel services.
2. Post-Pandemic Mindset: The pandemic shifted priorities, with travelers now valuing flexibility in their itineraries due to uncertainties. Flexible booking options, including cancellation policies, have become critical.
3. Budget-Conscious Travelers: As inflation impacts travel costs, consumers are actively seeking out the best deals by comparing prices across airlines and hotels, aiming to optimize both convenience and affordability.

Implications for the Travel Industry

For travel companies, these insights suggest an urgent need to adapt to consumer expectations. Companies that provide easy-to-use platforms offering a wide range of choices, including multi-airline and multi-hotel booking options, are likely to see increased customer loyalty. This shift is also an opportunity for the industry to innovate, leveraging AI and data analytics to offer personalized travel experiences tailored to individual needs.

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