The winter holidays are a key time for early risers. According to a new report from Criteo, travelers are six times more likely to complete their booking in the first quarter of the following year after visiting travel platforms in December rather than immediately booking their trip in December itself. This trend is particularly strong among European travelers, with one in three saying they finalize their travel plans at least two months in advance. The key point to remember? Travel agencies should activate marketing campaigns in November to secure bookings later.
Travelers are also increasingly using mobile devices to book flights, particularly in the Asia Pacific (APAC), Europe, Middle East and Africa (EMEA) regions, where mobile bookings increased by 4 points per month. compared to the previous year. About 20% of travelers book part of their trip while on the move, suggesting they are relying on mobile platforms to make last-minute adjustments or additions to their plans. This shift towards mobile usage also reveals another interesting trend: 58% of travelers now choose to manage all their bookings from a single platform. With more than half of travelers preferring one-stop solutions, travel brands should consider how they can keep all their services under one digital roof.
What’s more, it’s not just booking platforms that are experiencing major changes: the way travelers find their next adventure is also transforming. AI is increasingly influencing how consumers find and book their travel experiences. More than 41% of travelers said they use AI to discover new destinations, and 30% said they use it for accommodation and dining suggestions. This data is a call for travel brands to invest in AI-driven personalization to meet user expectations for tailored travel experiences.
“The travel landscape is rapidly evolving, with travelers planning further in advance, adopting mobile bookings and seeking smarter, more personalized solutions for their trips. Our latest findings provide brands with the insights they need to more effectively align their marketing strategies with current consumer behaviors. By embedding personalization at every stage of the funnel, travel agencies can infuse their advertising with both inspiration and conviction, which will have a significant impact on ROAS,” said Riccardo Russo, Head of EMEA Travel at Criteo .
Insights from Criteo’s new report reveal the key trends that will shape winter travel in Q4 2024, Q1 2025 and beyond, offering guidance on how brands can meet travelers’ changing expectations.
This report from Criteo provides an in-depth look at the evolving priorities of travelers, including a focus on trends in mobile booking, AI-driven personalization and comprehensive travel services. It offers actionable insights to travel brands to respond to consumer demands and plan advertising strategies based on data-driven travel trends.
In this report you will find:
- Key insights into winter traveler behaviors and their impact on booking patterns and trends.
- The impact of AI on travel planning, with data on its growing use.
- Insights into traveler preferences for mobile bookings on the go and implications for platform optimization.
- Overview of consumer demand for single-platform booking solutions and their market potential.
- Trends in travel planning behaviors and shifts towards earlier booking decisions among European travelers.
This content was created in collaboration by Criteo and branded content studio Skift, SkiftX.