A recent survey of 2,000 travelers found that nearly half of them are overwhelmed by the numerous hotel recommendations available when planning their trips, with 20% ending up feeling confused. The decision-making process can be challenging, including choosing the location, cost, and type of accommodation. The research also showed that some travelers struggle with deciding how long to stay and whether to return to a familiar place or explore somewhere new. In fact, 21% can’t even decide which country to visit, leading to one in five abandoning their holiday search due to the lengthy decision-making process.
Hotels.com commissioned the survey and unveiled its 2024 ‘Perfect Somewheres’ Awards, showcasing the top 1% of hotels on its app. To help travelers find the perfect hotel, the company launched a new global awards program focusing on how hotels treat guests. The study also revealed that 5% of those experiencing holiday choice paralysis read reviews, while over half allow enough time to research and use filters on booking sites. However, despite 36% being disappointed with their accommodation after conducting extensive research, they continue to face challenges in sifting through hotels, deciding on a location, and reading reviews when booking a trip.
The analysis, conducted by OnePoll, found that 51% of travelers admitted that their hotel requirements change for each trip they take. Factors such as cost, location, and reviews are essential considerations when booking accommodation. The survey also showed that several methods are used to help combat holiday choice paralysis, such as reading reviews (5%), allowing enough time for research (53%), using filters on booking sites (39%), and setting a strict budget from the start (32%). Despite these efforts, 24% of travelers still end up spending more than 10 hours researching which hotel to book, typically browsing through 11 different properties in search of the perfect spot.
The research highlights the challenges travelers face when planning their trips and the importance of finding the right hotel to enhance their overall experience. With an increasing amount of choice and information available, travelers are finding it difficult to navigate through the options and make informed decisions. The launch of the ‘Perfect Somewheres’ Awards by Hotels.com aims to simplify the process by recognizing outstanding hotels worldwide based on expert insight, multiple data points, and traveler experiences. By curating a list of top hotels, the program aims to help travelers easily find their perfect accommodation without feeling overwhelmed by the array of choices.
Through the survey findings, it is evident that holiday choice paralysis is a prevalent issue among travelers, causing confusion and indecision. The time-consuming nature of researching hotels, deciding on locations, and reading reviews underscores the need for innovative solutions to streamline the booking process. By understanding travelers’ challenges and preferences, companies like Hotels.com can create tailored and convenient tools to help travelers make informed decisions and enhance their overall travel experience. As the travel landscape continues to evolve, initiatives like the ‘Perfect Somewheres’ Awards play a crucial role in helping travelers navigate the complexities of booking and finding the ideal accommodation for their trips.
