The mobile traveler is more spontaneous than the guidebook traveler, and the smartphone has been the number one way to empower them to explore.

3X more bookmarks are created ahead of time as opposed to when they are in a place

But they look at the bookmarks more after they arrive (In-destination travelers spend 145% more time looking at bookmarks)

This makes sense:
people bookmark interesting things that they see while planning at home, then reference these bookmarks to make sure they don’t miss them while traveling

25% of tour bookings are made within 36 hours

Another 20% within 24 hours


So 45% are "on the go" bookings.


For hotels, tourists are surprisingly equally spontaneous.