Hotels
Holiday homes
Airlines
Destinations
Travel agencies
Cruises
Car hire
Financial institutions
Activities
Discover highlights from our EXPLORE Connect event on powering growth with our B2B business.
BLOG POST
Global research reveals how full trip bookings win loyalty
As travellers book more elements of their trip on one platform, the opportunity to capture demand and build loyalty continues to grow. Rapid API's expanding ecosystem makes it happen.
Travel businesses are under pressure to do more: drive growth, stand out in a crowded marketplace and keep travellers coming back beyond a single booking.
At the same time, expectations are changing. Travellers don't want to piece trips together across multiple sites. They expect everything in one place — flight, stay, car, activities and trip protection. All on a single, trusted platform. Our research clearly shows this behaviour: 77% are likely to book multiple parts of their trip on the same platform and 35% are very likely.
When partners don't surface multiple trip elements and attach offers, revenue and loyalty are left on the table. The full trip should be the focus — and our data proves it.*
Why the full trip matters
Travellers are increasingly consolidating how they plan and book their trips. What starts as a single booking quickly expands into something more, creating a clear opportunity to capture the full journey.
77%
Of travellers are likely to book more than one part of their next trip on the same platform.
83%
Of Gen Z are likely to do so.
35%
Of all travellers are very likely to do so.
And once travellers have started their trip planning on one platform, they're more inclined to stay.
76% say that if they've booked one element of their trip on a particular website or app, they're at least somewhat likely to book additional elements there. 20% are very likely to do so.
This effect is even stronger among younger generations. 84% of Gen Z and 82% of Millennials say that if they've booked one element on a site or app, they're at least somewhat likely to book more.
The first booking is a powerful gateway. Partners who can seamlessly surface flights, car, activities and trip protection around that initial purchase have a significant opportunity to increase both revenue and stickiness.
What motivates travellers to attach trip elements
Our findings show that pricing and time savings are the top motivators for travellers to book multiple trip elements on the same platform.
Easier trip management, convenience and platform trust are also key motivators.
Attaching trip elements isn't random. It happens when platforms make the benefits of staying in one place simple, cost effective and rewarding for a traveller.
How offers drive decisions
Savings are one of the strongest levers to driving full trip bookings. When the value is clear, travellers are far more likely to book multiple elements on a single platform.
81%
Of travellers would be at least somewhat likely to book trip elements together if they received additional savings.
40%
Would be very likely to book trip elements together if they received additional savings.
95%
Say any additional discount would meaningfully influence their decision to book multiple elements on the same site or app.
Interestingly, most travellers don't need steep discounts to be persuaded:
- The majority can be moved with 19% or less in additional savings.
- About a third say 10-14% is enough to meaningfully influence their decision.
What matters most in a full trip
With the attach opportunity defined, our next set of findings explores what travellers want from their travel experiences, which trip elements are in demand and the role of trip protection.
Travellers are chasing real, immersive experiences.
Authenticity and immersion have become real decision drivers. A trip isn't complete without meaningful, local experiences, making activities a critical part of how travellers plan, book and remember travel.
55%
Of travellers say having an authentic, immersive trip is more important now than it was five years ago.
92%
Feel that participating in local activities contributes to a more immersive trip.
69%
Of travellers feel a hire car makes it easier to have a more authentic, local travel experience.
Future demand is strong for activities, car and flights.
Beyond what makes a trip feel meaningful, the research shows that travellers are actively planning to book key trip elements in the year ahead.
- 90% of travellers are planning to book activities or experiences for their trips in the next year — including 97% for Gen Z and 94% for Millennials.
- 88% of travellers are planning to book flights for travel in the next year — as high as 93% for Gen Z.
- 75% of travellers are planning to book a hire car in the next year — including 83% of Gen Z and 80% of millennials.
Most travellers plan to book flights for 1-2 trips in the coming year.
Not only are a high percentage of travellers planning to book activities, flights and car, but many are planning to do so across multiple trips.
- On average, travellers are planning to book 2.9 activities for trips in the next year.
- They're planning to book flights for 2.2 trips in the next year.
- They're planning 1.8 trips with rental cars in the next year.
And most expect to be able to book these multiple elements on one platform, showing a desire for convenience, ease and efficiency:
62%
Of travellers say the ability to book flights makes them more likely to select an online travel platform.
54%
Of travellers say the ability to book all trip elements on the same platform makes them more likely to select an online travel platform.
52%
Of travellers say the ability to book activities makes them more likely to select an online travel platform.
54%
Of travellers say the ability to book car hire makes them more likely to select an online travel platform.
Building confidence with trip protection
The more moving parts a trip has, the more uncertainty there could be. That's why travellers often book trip protection to feel covered when things don't go as planned.
Travellers book travel protection mostly because of high-risk international destinations.
Our research into these travellers who book travel protection revealed a clear and actionable insight: Highlighting the impact of simple, in-flow offers during the booking experience can drive conversion.
67% of travellers are at least somewhat likely to add travel insurance if it's presented as a simple add-on during booking.
How the expanding Rapid API ecosystem powers the full trip experience
Our research points to a simple truth: To win traveller loyalty in today's market, you must win the full trip. That's where Expedia Group's Rapid API comes in.
Rapid API is a fast, light API product with a modular structure that let's partners customise the entire journey — from shopping to booking to payment — across multiple lines of business.
What started as an industry‑leading lodging API over a decade ago has expanded into a broader travel booking ecosystem, including:
- Rapid Flights API: Give your customers access to over 500 airlines. By offering flights alongside lodging, you become the starting point for their entire trip.
- Rapid Activities API: With 180,000+ activities available across 212 markets, you can lead with authentic experiences that resonate on a personal level.**
Better yet, they're built for speed, designed by the leaders in travel tech. This means that you can provide a snappy, responsive and reliable experience that keeps the traveller moving forward:
21B+
API calls handled every day***
99%
Uptime regularly maintained***
<0.5sec
Average API response time***
Interestingly, most travellers don't need steep discounts to be persuaded:
- The majority can be moved with 19% or less in additional savings.
- About a third say 10-14% is enough to meaningfully influence their decision.
How to turn research into results
If you want to capitalise on these opportunities, make bundling feel natural rather than forced. Here's how you can lead with benefits:
1. Make your platform a full-trip hub
Travellers are actively booking activities, cars and flights. They prefer platforms where these pieces can come together. Use Rapid Flight, Car, Activities and Trip Protection APIs to power full trip planning in one place.
2. Design for attach from the start
Use bundles and discounts that move behaviour e.g., 10-19% savings. Surface car and activities at key decision points, like after flight or lodging selection.
3. Lead with authentic experience
Highlight local activities with tailored merchandising for Gen Z and Millennials who prioritise authenticity.
4. Build in easy protection
As trips grow more complex, well-timed protection offers can boost basket size and give travellers the confidence to complete their booking. Offer trip protection as a simple in-flow add-on to drive conversion.
Capture full trip loyalty with the Rapid API ecosystem
The travel industry is evolving and the businesses that succeed will be those that simplify the complex. By providing a single platform for flights, stays, cars and activities, you're adding new revenue streams and securing traveller loyalty across the whole booking journey.
We are here to help you succeed. With Rapid API, you have the technology, the inventory and the support to create something truly special.
Stephen Cheng
Vice President, Expedia Group B2B
Stephen has been at Expedia since 2012 in a wide range of roles, all based in Seattle. He worked in Customer Operations (TPSP) for 5 years in Strategy and Programme Management roles, then moved to the CarRentals.com brand for two years working in Strategy and also leading an 18-month long technology platform migration. Since 2019, Stephen has worked in B2B, first in an Account Management role leading the American Express and AARP businesses and since 2021 has led the integrated Amex team across multiple functions, including Account, Product and Technology. Prior to Expedia, Stephen was a consultant at Bain & Company and he has an MBA from the Tuck School of Business.
This research, powered by The Harris poll and carried out in February 2026, focuses on when and why travellers choose to book multiple elements on the same platform.
Methodology snapshot:
- Sample: 2,500 travellers who have decision-making power for their trips
- Markets: 10 global markets — U.S., UK, France, Japan, Mexico, Australia, Germany, China, Brazil and India
Was this page helpful?
Tell us how we did so we can improve our site.
Recommended for you
*All data on the page is from Expedia Group, Full Trip Planning research 2026 unless otherwise indicated
**Expedia Group production inventory as of March 2025
***Response time and uptime reflect 3-month average performance, April–June 2023. Expedia Group makes no guarantees with respect to response time or uptime.