The Rise of the Self-Booking Explorer

The rise of self-booking is driven by more than just tech access; it reflects a deeper demand for autonomy and control. According to TGM data, 54% of travelers aged 25–34 and 53% of those aged 18–24 prefer to arrange their trips independently, without third-party assistance.

Digital platforms now play a central role in this journey. When it comes to finalizing plans, 76% of travelers aged 18–34 complete their bookings via websites or online platforms, the highest rate among all age groups.

Male travelers, in particular, are slightly more inclined toward this digital path—seeking convenience, speed, and access to transparent pricing. Overall, in these segments, booking is no longer a transaction; it’s a tailored, end-to-end experience defined by immediacy, transparency, and control.

The global trend leans digital, but travel agencies are far from obsolete. Among travelers aged 55 and over, traditional agents and tour operators remain a trusted part of the booking journey. In this group, over 30% still use offline or assisted methods, seeking the assurance of expert guidance, bundled services, or in-person support.

This behavior is more common in regions with lower digital penetration, as well as among travelers who are less comfortable navigating online platforms. For agencies, this presents both a challenge and an opportunity: stay relevant by serving the right segment, with the right mix of service and support.