In an era where artificial intelligence has accelerated many processes, travellers are paradoxically spending more time researching trips. This trend, highlighted in a Deloitte-Tourism Australia report, signals a shift in consumer behaviour driven by the desire for control, trust, and value.

“Travellers today are more deliberate than ever. They want trips to be meaningful, reflecting their preferences and values,” notes Rafat Ali, a travel industry analyst. This meticulous approach stems from several factors, including post-pandemic caution and rising travel costs.

Social media’s influence on personal branding also plays a significant role. Platforms such as Instagram and TikTok amplify the pressure for trips to align with lifestyle aspirations.

As a result, many travellers see their holidays as an extension of their identity, fuelling the need for extensive research.

Why research times are growing

The rise in research time can be traced to several intersecting factors:

• Decision fatigue: The sheer volume of travel options—from destinations to accommodation types—leads to longer decision-making periods.
• Uncertainty: Global instability, whether economic or political, prompts consumers to seek assurance before committing. “People want clarity and reliability, especially after the pandemic shook confidence in travel systems,” says the report.
• Technology overload: While AI-powered tools like Expedia’s “Romie” streamline certain aspects, they also introduce complexity. Travellers often cross-check recommendations across multiple platforms, wary of inaccuracies.

The prolonged planning phase is especially evident in high-value or multi-stop trips, such as journeys involving multiple Australian states.

How operators can adapt

For the travel industry, this trend offers challenges and opportunities. Travel brands must cater to these evolving expectations by providing transparency and tailored services.

• Focus on transparency: Clear pricing, cancellation policies, and live inventory updates can ease travellers’ anxieties.
• Leverage reviews: Authentic peer reviews are critical in building trust. Platforms like TripAdvisor now use AI to summarise these reviews, enabling quicker access to relevant insights.
• Personalise with AI: Customised itineraries and AI-driven recommendations reduce cognitive overload. However, tools must evolve to ensure accuracy and trustworthiness.

While some may see this as a counterintuitive development in an age of instant solutions, the extended research time reflects a more empowered consumer.

As one industry expert puts it, “Travel is no longer just about the destination. It’s about the journey of planning, ensuring every detail aligns with personal values and expectations.”

By embracing this shift, operators can engage a new breed of deliberate, cautious travellers, converting lengthy research into loyal bookings.