Travel Topics of Interest to US Travelers
While there is no pre-existing information to fully answer your question, we've used the available data to pull together key findings.
We found that, in general, travelers are interested in information online pertaining to: travel discounts, restaurants & food, amenities, travel blogs, and solo travel.
In 2016, one of the top travel-related Google searches was, "How to get a cheap flight?" When it comes to seeking out information on restaurants while traveling, about one-third of Millennials and Gen Xers say social media, "significantly influences" their choices.
Google searches for "solo travel” and “travel alone” reached an all-time high in January. And travel-related internet searches are more likely to be for a broad category or an amenity, such as, "Alaska cruises," or "hotel with an indoor pool," than for any brand or chain name.
Below you'll find an outline of our research methodology to better understand why information you've requested is publicly unavailable, as well as a deep dive into our findings.
We found data on travel-related internet activity, but our research hit a roadblock trying to link it back to frequent travelers living in the United States. For example, AARP's 2017 Travel Trends report lends insight into where and what types of information travelers seek online when planning a trip. However, the travel requirement for survey participants was one trip in the last 24 months, which likely does not fit your definition of "frequent."
While travel-related Google searches lend insight into topics frequently being searched, there is no data linking these searches back to frequent travelers living in the United States. The same holds true for popular travel blogs. We found a precompiled list of 50 of the most frequented blogs, but we are unable to discern who, exactly, is visiting these sites.
Travelers are actively searching for flight discounts. In 2016, two of the top five travel-related Google searches, by volume, were: "How to get a cheap flight?," and "When is the cheapest time to book a flight?" When it comes time to actually book their flight, more Baby Boomers use Trip Advisor, Expedia, and Travelocity, than any airline site.
For travel app users, 44% said they had used their smartphone to search for discounts or offers in the last 30 days. According to USA Today, the five most popular travel apps are: Southwest, United Airlines, American Airlines, Delta Skymiles, and Starwood Hotels.
Restaurants & Food
Travelers are currently showing a strong interest in local food, and are turning to social media and review sites for information. When it comes to choosing restaurants while traveling, 34% of Millennials, 32% of Gen Xers, and 24% of Baby Boomers say that social media "significantly influences" their choice. While Baby Boomers trail in consulting social media, the top five most frequented review sites for that demographic are Trip Advisor, Yelp, Fodor's, Frommer's, and Yahoo Travel.
For 2018, Intrepid Travel is already seeing a 20% increase in bookings for its Real Food Adventure tours. These tours last 8-15 days and include destinations such as Armenia & Georgia, Taiwan, and Iran. Shorter trips, called Bite-Sized breaks, last 2-3 days with destinations like Bangkok, Colombo, and Delhi.
amenity & Category searches
When using a mobile device to search for hotel information, 70% of travelers are searching for a specific amenity, such as "hotel with an indoor pool." And when travelers are searching for information about a cruise, they are two times more likely to search for a broad category such as, "Alaska cruises," or "best cruise lines," than they are to search for an individual cruise brand.
In the United States, travel blogs are more popular among younger travelers. The AARP survey revealed that when planning and researching a trip, 23% of Millennials, 21% of Gen Xers, and and 8% of Baby Boomers either had, or said they would, consult a blog.
We found a precompiled list of top 50 travel blogs, ranked by the number of unique visitors during Q4 2017. The top ranked blog on this list is, One Mile at a Time, which is written by a team of avid travelers. Ben Schlappig's bio states he travels "about 400,000 miles a year, primarily using miles and points to fund his first class experiences."
People traveling alone is on the rise. In January of 2018, Google searches for "solo travel” and “travel alone” reached an all-time high. Over the past five years, Intrepid Travel has seen a 40% increase in solo travelers joining in on group trips.
Intrepid's small group trips for solo travelers that are currently booking include Peru, Vietnam, and Morocco. Currently, Intrepid's three most popular trips for solo travelers are: Best of Morocco, Mexico Unplugged, and Classic Rajasthan.
We identified examples of current online activity surrounding travel discounts, restaurants & food, amenities, travel blogs, and solo travel. We were unable to link any data specifically to frequent travelers living in the United States.