In travel, DTC (direct to consumer) feels more like ‘difficult to compare’

New research highlights how overwhelmed customers feel when booking travel due to newfound proliferation of offers

Travelport has released its 2024 State of Modern Retailing report. Combining international independent research, cross-industry comparisons and consumer insights, the 2024 report headline claims that finding and booking travel directly from travel suppliers has become more time-consuming and complicated than ever.

Key takeaways

• Most travelers (80%) agree that comparing fares between airlines is very time-consuming, and more than two-thirds (69%) feel that information is often limited on some airline booking sites;
• When it comes to shopping for all components of their trip, 60% of travelers say they spend an average of one to four hours planning, while more than a third (36%) spend more than five hours researching and comparing options;
• The majority of Millennial (70%) and Gen X (64%) travelers frequently use online travel agencies (OTAs) to book, citing choice and price transparency as the main reasons.

Get the full report at Travelport