In a recent analysis, Phocuswright noted that, while online travel shopping frequently requires multiple searches, other online experiences deliver personalised recommendations that streamline the process.
It gave streaming service, Netflix, and retail platform, Amazon, as examples of websites offering consumers suggestions based on what's in their cart, past purchases or activity, or what they are currently doing on the site.
Suggesting existing online experiences had now primed consumers for recommendations when planning their travels, Phocuswright said half of US online travellers agree they would rather see a few choices based on what they tend to do, to avoid spending time hunting down one perfect option.
Phocuswright cautioned the issue of data privacy loomed large in the US and elsewhere, and that personalisation required the sharing of personal data.
However, it also noted around half of travellers appear comfortable sharing their past or current travel plans with travel companies, if it helped provide a more personalised, streamlined experience.