Millennials are twice as likely to search on Google Flights than the general population, new research suggests.
A survey of 2,400 north American travellers by OAG has led the travel analysis company to conclude that “convenient and transparent” options are appealing to younger travellers.
Only 10% of north Americans surveyed use Google Flights to start their travel search, and less than a quarter (23%) regularly use it at any point.
Yet 21% millennials said they start with Google Flights, which OAG anticipates will lead to a rise in use as the generation gets older.
Additionally, 62 percent of all respondents indicated they would be comfortable booking directly through Google Flights if the option was offered.
In terms of Airbnb, 56 percent of all travellers, and 68 percent of millennials, said they would likely book an Airbnb if offered on a traditional online travel agent.
Respondent’ answers also showed one change Online Travel Agencies, airlines and other travel providers can make to improve the search process is improving data transparency and information sharing.