Travelers Want to Book Their Entire Trip in One Place, Expedia Group Research Finds

New global research from Expedia Group reveals that the majority of travelers want to book and manage all parts of their trip — hotels, flights, car rentals, activities, and trip protection — through a single platform. For travel brands and OTA partners, the findings represent a concrete growth lever: capture more of the journey, not just the first booking.

What the Research Shows

The study, commissioned by Expedia Group and conducted by Harris Poll in February 2026, surveyed 2,500 travelers across 10 markets: the US, UK, France, Japan, Mexico, Australia, Germany, China, Brazil, and India.

Key findings:

• 77% of travelers say they are at least somewhat likely to book more than one trip element on the same platform; 35% say they are very likely.
• 76% would return to the same platform to add bookings after an initial reservation.
• 81% say additional savings would push them toward bundled bookings; 95% say any extra discount would meaningfully influence that decision.
• 83% of Gen Z travelers prefer booking across categories on the same platform — the highest segment.
• 90% plan to book activities or experiences in the next year; 88% plan flights; 75% plan a rental car.

Beyond price, the data points to rising demand for authentic, experience-led travel: 55% say immersive trips matter more than five years ago, and 92% say local activities contribute to a more immersive trip. Two-thirds (67%) also say they are likely to add trip protection when it is surfaced as a simple add-on during booking.

"Travelers want more than isolated bookings — they want the flexibility to build and manage a full trip over time," said Stephen Cheng, VP of Expedia Group B2B. "Partners have a major opportunity to serve that demand by becoming true full-trip hubs."

Expedia Group Expands Rapid API Ecosystem

The research coincides with an expansion of Expedia Group's Rapid API ecosystem, the B2B toolkit that lets travel partners offer full-trip functionality without building it themselves. New coverage includes:

• Rapid Car API — rentals from 110+ brands across 190 countries and 45,000 pickup locations
• Rapid Flight API — access to 400+ airlines through a single connection
• Rapid Activities API — discovery and booking of experiences globally
• Trip protection and Cancel For Any Reason (CFAR) — hotel coverage and rental insurance options

The strategy is deliberate: rather than competing for every traveler directly, Expedia Group is positioning itself as infrastructure for travel brands that want to broaden their booking scope without the engineering overhead.

Why It Matters

Full-trip booking has become a competitive differentiator across the OTA space, with Booking Holdings and Airbnb each pushing bundling and itinerary tools. Expedia Group is responding on the B2B side — giving partners the APIs to capture car, flight, and activity demand on the same platform where the hotel was booked. The research gives that push a demand-side justification: travelers are already primed to bundle if the platform makes it easy.