1.
2019 State of Travel Report
ADOBE DIGITAL INSIGHTS

2.
• The Best time to book Domestic flights is generally 21 Days before the Departure Date
• Travel Research is predominantly conducted and growing on smartphones, but trip purchase and conversion
continues to be strong on Desktops & Laptops
• Younger & Older Generations are discovering and booking travel through different devices, perspectives, and
emerging channels
• Travel choices can be predicted based on the types of social apps that travelers are choosing to engage with, or
are more actively using
• Perceptions & behaviors toward travel are starkly different amongst Men & Women, especially in relation to
vacation time, safety, and trip planning
• Flight & Hotel sites experiencing healthy YoY site traffic increases, but Cruise sites are lagging behind with more
muted growth
State of Travel: Key Findings

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Best Time To Buy: Domestic Flights
• The Best time to book an average domestic flight
is approximately 21 Days before the departure
date
• The Worst time to book an average domestic
flight is approximately 5 Days before the
departure date
• The opportunity to buy at the best price sits in a
zone that comes right before the holiday spike,
which is primarily driven by last-minute bookings

4.
Best Time To Buy: Labor Day Weekend
• The Best time to book a flight for the Labor Day
Holiday is slightly later than average at 38 Days
before the Departure date
• Conventional wisdom suggests booking early as
possible a holiday weekend like Labor day.
However, there is a stronger price advantage, in
booking in the 38-49 days range.

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• Airlines are experiencing a healthy online growth: +20% increase in visits since Jan 2017
• Cruises are adapting to the digital world slower with only 12% growth since Jan 2017
• Hotel online visits are growing quite quickly at +17% since Jan 2017
Site Traffic Growth for Travel Sites

6.
• Smartphones are a growing driver for Travel research, especially with Airline & Hotel Sites, but purchase and
conversion continues to be strong on Desktops & Laptops
Device Insights for Travel
RESEARCH PURCHASE
Vs.

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• 1 in 3 adults feel that they don’t get enough time from
work for travelling
• While females report having a strong interest and desire
to travel, they feel more impacted by work-life factors
that can make travel prohibitive like cost, limited
vacation time, and children
Travel Perceptions by Gender

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• Interest in International Vacations decrease as travelers
get older, in favor of domestic excursions
• Propensity to post pictures to social media also fades as
travelers age
• The importance of how eco-friendly a trip is most
important to Gen-Z and Baby Boomer generations
Generational Trends in Travel

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• Regular LinkedIn Users are 35% more likely to participate in Travel Rewards
Programs
Social & AI Influences on Travel Choices…
Travelers that use Instagram regularly are 45% more
likely to prefer staying at an AirBnB while on vacation
People that expect to travel more,
will me more willing to consider AI
travel suggestions…

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• Travelers primarily search hotels through Search Engines, but younger generations are discovering Hotels through
Social Media
• Hotels having a social media presence is 2x as important to 18-24 Year Olds than any other generation
Hotel Discovery Channels

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• Those who report travelling internationally have more travel apps installed on their devices, than those who report
travelling domestically, exclusively
• Travelers are 50% more likely to feel safe traveling alone, if they’ve traveled outside of their home state in the past year
• People who have travelled internationally are less concerned by airline crash reports than those who have not
• 1 out of 3 of travelers check the airplane model when traveling
International v. Domestic Travelers

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State of Travel| June 2019
METHODOLOGY AND GLOSSARY
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• Between May 3rd-May 7th, 2019 2,007 U.S. adults aged 18-55 completed a web survey about their travel planning
habits, and social media. All consumers were required to own a smartphone.
• Adobe’s report offers the most comprehensive set of insights of its kind in the industry based
on the analysis of over 1 trillion visits to retail sites and 55 million SKUs. Adobe Analytics measures
transactions from 80 of the top 100 U.S. online retailers – more than any other technology company.