LONDON, 5 March 2021: Over nine out of 10 (93%) adults in
the USA find it cheaper or more convenient to search for holidays using an
online travel agency (OTA) instead of booking directly with an airline.
The claim has its foundation in independent market research
commissioned by eDreams ODIGEO, a leading online travel company in Europe.
The study showed that travellers planning future trips could
avoid the elements of journey planning they enjoy the least – time spent on
researching the best possible price (43%)
by booking with an OTA.
Although the survey findings were limited to just 2,000
adults in the US, it may have relevance worldwide, possibly indicating
travellers now recognise an OTA offers savings in both costs and time.
However, most of the survey respondents still underestimate
the level of discounts that an online agent can generate for them, with 78% of
people believing that the saving is likely to be less than 15% compared to
booking directly with an airline.
In reality, eDreams claims it can save customers an average
of USD234, the equivalent of 19% when booking a dynamic package holiday (where
travellers can create their own packages by combining accommodation and
Though travel continues to be affected by lockdown
restrictions around the world, positive progress in vaccination programmes is
starting to create an uptick in searches for the summer months across eDreams
ODIGEO’s USA travel brand eDreams.net.
Reduce research time
When asked which elements of the travel booking process,
consumers find the least enjoyable, nearly half (43%) referenced the time taken
to find the best possible price.
According to an analysis of booking time by eDreams ODIGEO,
consumers booking on its OTA websites will save a combined one million hours
this year compared to booking directly with an airline, avoiding the least
enjoyable element of travel planning.*
Another significant frustration felt by US travellers when
planning travel is the difficulty in aligning dates and times for flight with
the available accommodation, with 41% finding this element of travel planning
Just over a third (35%) of respondents stated that they find
organising flight connections for multi-leg trips, an unpleasant part of the
travel booking process. OTAs can alleviate these frustrations by amalgamating
multiple options from travel providers to provide different route and price
options in one place, depending on whether convenience or price is the
traveller’s top priority.
eDreams ODIGEO chief air supply officer Pablo Caspers
commented: “We spoke to US travellers to understand what their pain points
are when it comes to planning and booking travel and how eDreams as a travel
agent can work to relieve these.
“Despite many people still being in lockdown with
plenty of spare time, nearly half of US consumers still find researching price
to be the least enjoyable element of travel planning, and this is a place where
OTAs like eDreams can really help.”
eDreams ODIGEO is one of the world’s largest online travel
companies and one of the largest e-commerce businesses in Europe. The leading
travel brand offers 274,000 flight routes from over 650 airline partners.
Under its four leading online travel agency brands –
eDreams, GO Voyages, Opodo, Travellink, and the metasearch engine Liligo – it
serves more than 17 million customers per year across 45 markets.
An independent poll was carried out by OnePoll between 25
and 28 January 2021. 2,000 US adults who have travelled were surveyed.
*Calculated by eDreams ODIGEO based on an internal study
that shows that consumers save on average 4.95 minutes when booking via the
eDreams ODIGEO OTA brands compared to booking the same products on the airline
website directly. The 1M figure is the aggregated time saving expected in 2021
for all eDreams ODIGEO customers, which includes single airline and
multi-airline trips combined.
(SOURCE eDreams ODIGEO)