Mobile
networks
EXECUTIVE SUMMARY
From using a map app to find their way to updating loved ones on their whereabouts, staying connected is a must for travelers.
As such, they rely on mobile network brands that offer fast, unlimited data plans. Reliable coverage is equally important, especially in remote and faraway destinations.
All data shown is sourced from Tripadvisor’s Brands We Travel With study (2024), unless otherwise stated.
TRAVELER JOURNEY
When are travelers most likely to consider mobile networks in their journey?
dreaming 53 index
planning 154 index
booking 114 index
preparing 102 index
transiting 67 index
exploring 110 index
Key Finding
Travelers lean towards network reliability when planning, but prioritize variety when booking.
26%
of travelers are most likely to consider mobile networks in the Planning stage—especially if they’re traveling to another country, or an area with limited coverage.
41%
of travelers who engage with mobile networks in the Booking stage prefer brands that offer a range of coverage plans, 20% more likely than at any other phase of the journey.
Key Finding
Having a mobile signal—especially when overseas—is non-negotiable for travelers.
Top brands that travelers love
01
Verizon
02
AT&T
03
T-Mobile
04
Xfinity Mobile
05
Mint Mobile
01
EE
02
Vodafone
03
O2
04
Three
05
TESCO Mobile
01
Orange
02
SFR
03
Free Mobile
04
Bouygues
05
La Poste Mobile
01
TIM
02
Vodafone
03
WINDTRE
04
Iliad
01
Telstra
02
Optus
03
Vodafone
01
Docomo
02
AU
03
Softbank
04
UQ mobile
05
Rakuten
01
Jio
02
Airtel
03
Vi
Generational Popularity
41% of Gen-Z travelers are more likely to engage with mobile networks when traveling.
Gen Z
41%
Millennials
39%
Gen X
28%
Boomers
23%
Trip Types
Getting access to a wireless plan is a must-have on any international or long trip.
International trips
50%
Longer holidays (5+ nights)
35%
Long-haul trips*
32%
Family vacations
28%
Multi-destination trips
28%
*6+ hours of travel time
SUBCATEGORY ENGAGEMENT
Travelers who want to stay in touch with loved ones or share their adventures value unlimited data and reliable coverage.
Unlimited data offerings
39%
Coverage reliability
38%
High-speed data
36%
5G networks
32%
Affordable data plans
30%
So, what does it mean for your brand?
Partner with us to influence travelers at the perfect moment.
Reach outStaying connected on the go is a top priority for travelers
Tripadvisor users rely on mobile networks to share travel routes with others (35%)⁴, research a destination or activity (33%), and share travel moments with family and friends (21%)⁶.
Tap on Sponsored Editorial to guide travelers
When it comes to travel guidance, Tripadvisor has 6x more visits than the average travel site. Take advantage of the invaluable content on our site to spotlight your mobile network brand.
Offer valuable content to drive engagement
T-Mobile partnered with Tripadvisor to show how service availability is just as important as clothing, passports, and more. They sponsored The Essentials Guide, which gained 33M+ impressions and a 23% engagement rate.