Most US non-business travelers (85%) look online for travel deals, and 65% usually check three or more sites, according to a recent report from parago.

Just over half (51%) of American leisure travelers say they use online search engines to look for deals, and 50% use travel booking sites. Deal sites are used by 27% of travelers, and 13% get opt-in emails.

Asked what would make them book a vacation more quickly, 42% of travelers surveyed say they would do so for a best-price guarantee and 23% say they would do so for a $100 cash reward.

However, travelers with income of $200,000 or more tend to prefer different incentives for booking, including double airline loyalty points.

Below, additional key findings from the report, which was based on data from a survey of US non-business travelers.

Air Travel

  • Across all age and income levels, price is the most important factor in purchasing airline tickets.
  • Older and wealthier vacation travelers place additional importance on convenience—such as schedules, connections, and layovers—and loyalty programs.

  • 59% of respondents say they would be more likely to choose one similar flight over another if given the incentive of free luggage check-in.


  • 34% say the top factor in their choosing a hotel is value/best quality for price.
  • 23% prioritize location.
  • 17% say price alone is their top factor.

  • When choosing between comparable hotels, 75% of non-business travelers would chose one over another for a $50 cash reward.

About the research: The report was based on data from a survey of US non-business travelers (50% men, 50% women).

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji