Lighthouse Quick Takes - How solo and group travelers differ between search and booking

In this Lighthouse Quick Take, Blake explores the gap between what travelers search for and what they ultimately book, focusing on length of stay differences between solo and group travelers. Using direct channel benchmarking data from The Hotels Network, now part of Lighthouse, the analysis compares solo travel demand in Tokyo with group travel demand in Cancun.

The data shows solo travelers tend to book close to their original intent, while groups often shorten stays before booking as budget and coordination constraints emerge. Blake explains why search data reflects aspiration rather than commitment and how revenue leaders should interpret these signals. The takeaway is clear: understanding intent versus behavior helps hoteliers apply more effective, segment-specific pricing and marketing strategies.