eDreams ODIGEO research reveals choice is 'king' for 84% of travel shoppings

Only 3% of consumers choose not to consider multiple airlines and hotels before booking

• Market research with 10,000 global consumers indicates increasing desire for choice, flexibility and cost savings with multi-provider travel bookings.
• The research commissioned by eDreams ODIGEO and conducted by a market research firm reveals a notable 82% increase in travellers seeking to compare and combine multiple airlines or hotels before booking, as opposed to defaulting to a single airline or hotel offering.
• Only 3% of consumers choose not to consider multiple airlines and hotels before booking, significantly down from 17% in 2021, reflecting a strong post-pandemic desire for choice.
• Booking data from the world’s largest travel subscription platform also highlights this trend, with bookings that include flights operated by multiple airlines within a single itinerary having more than doubled over the past three years.

New market research commissioned by travel subscription company eDreams ODIGEO, to mark the 25th anniversary of its flagship brand eDreams, has uncovered a significant shift in consumer preferences towards greater choice and flexibility in travel bookings.

The study reveals that an overwhelming majority of consumers (84%) prioritise having multiple travel options to choose from, actively seeking to compare and combine multiple airlines and hotels rather than defaulting to a single provider’s offering.

Notably, only 3% of consumers report not considering multiple airlines and hotels before making a booking, a remarkable 82% decrease from 17% in 2021. This sharp decline underscores the growing importance consumers place on choice in their travel arrangements. The findings suggest that today’s consumers are eager to find travel options that best fit their itineraries and budgets, reflecting a strong preference for flexibility and value.

The study, conducted by an independent market research firm and involving 10,000 global participants, including 2,000 from the UK, reveals that this shift towards comparison and combination is consistent across demographics, with older and younger generations alike showing a strong preference for choice when it comes to travel shopping.

Today’s travellers are increasingly focused on exploring the entire global travel market, driven by a strong desire for flexibility and the best possible deals. 

Data from eDreams ODIGEO, showed a significant rise in bookings that combine flights operated by multiple airlines within a single itinerary post pandemic.

The +105% growth seen since 2021 in bookings including flights that combine multiple operating carriers vividly illustrates how travellers are more inclined to optimise their travel experiences by selecting and integrating offerings from various providers.

This indicates that consumers are making more strategic, value-driven decisions by carefully weighing factors such as cost-effectiveness, flexibility, and convenience. 

Rather than defaulting to familiar airlines, hotels, or car rental companies, they are increasingly prioritising the ability to access the entire market and customise their travel experiences to meet their specific needs. 

This shift towards personalisation enables travellers to fine-tune every aspect of their journey, from selecting the most convenient flight times and arrival airports to choosing hotels with the ideal location and amenities. 

This growing emphasis on flexibility and tailored solutions marks a significant departure from the traditional one-size-fits-all approach, underscoring a broader trend toward a consumer-driven travel industry.

Dana Dunne, CEO of eDreams ODIGEO, said: “Consumers don’t just value choice—they demand and expect it. A century ago, offering "any colour car as long as it's black" may have sufficed, but this simply doesn’t hold up in today’s fast-paced, digital world. 

"This latest market research confirms that the travel industry is no exception. Today’s travellers are no longer content with being confined to the limited options of a single airline or hotel chain. 

"They seek the freedom to explore and compare the entire global travel market, and tailor their journeys to their unique preferences. The digital age has enabled this and changed consumers’ behaviour forever. This is why they are turning to platforms that can deliver this expansive, flexible experience. 

"As we look ahead, this trend will only continue to grow, with advancements in technology further empowering consumers to make informed, customised travel decisions. We see this in all forms of our lives, including in travel. 

"As independent retailers of travel products and services, we are uniquely positioned to meet this demand, offering a one-stop-shop for travellers who want to have the entire market at their fingertips.”