Travel
guidance
EXECUTIVE SUMMARY
Travel guidance sites—including review sites, travel blogs, and social media—can fuel travelers’ wanderlust as they seek information on their next adventure.
Deep in the Planning stage, travelers tap on these sites for recommendations and advice to make better trip decisions.
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 travel guidance sites in their journey?
dreaming 148 index
planning 244 index
booking 102 index
preparing 43 index
transiting 42 index
exploring 22 index
Key Finding
Travelers look through travel guidance sites that serve reviews, deals, and trip ideas while dreaming of the next trip.
Key Finding
Those traveling further and longer are more likely to leverage travel guidance sites.
58%
of travelers say their consideration for travel guidance sites increases when planning international trips, while 50% report the same for longer holidays (5+ nights).
Generational Popularity
Travel guidance sites appeal to travelers of all ages, and are considered equally across generations.
Gen X
39%
Gen Z
38%
Millennials
37%
Trip Types
Travelers are more likely to turn to travel guidance sites when planning trips that require more research and preparation, like cultural excursions.
International trips
58%
Domestic trips
52%
Longer holidays (5+ nights)
50%
Family vacations
47%
Cultural trips
47%
SUBCATEGORY ENGAGEMENT
Travelers use search engines and travel review sites to research trips and get quick answers to their travel questions.
Search engines
53%
Travel review sites
49%
Hotel websites
47%
Official tourism websites
43%
Online travel agencies
39%
So, what does this mean for your brand?
Partner with us to influence travelers at the perfect moment.
Reach outPeople-powered guidance helps travelers plan and book
90% of travelers say that Tripadvisor makes them more confident in their booking decisions, ensuring that they’re readier than ever for their trip.⁸
Align your brand with Tripadvisor, a trusted travel player
Raise your brand’s clout among travelers by leveraging Tripadvisor’s expertise and collaborating with us on custom media and branded content.
Boost consideration with Tripadvisor’s high search traffic
With a +390% year-over-year increase in article visits, published editorial content on Tripadvisor is an indispensable part of every traveler’s search for guidance.