From flight disruptions to severe weather, geopolitical uncertainty and worries about losing money, travelers have plenty to consider before committing to a vacation. But these concerns aren’t just influencing where they go — they’re also changing how they book.
A new Phocuswright report, Global Booking Anxiety: The U.S., Europe and Asia Pacific, found that one in three U.S. respondents feels extremely or very anxious about booking an international trip. That figure is significantly lower in Europe, where 15% of travelers in the United Kingdom, 14% in France and 7% in Germany report the same level of anxiety.
For many U.S. travelers, these concerns are growing. More than half (52%) of U.S. respondents say their booking anxiety has increased over the past two to three years, compared with 36% in the U.K., 37% in France and 33% in Germany.
The findings raise an important question for travel advisors: As travelers become more hesitant to commit to trips, how can advisors help clients feel confident about booking?
What's Driving Booking Anxiety?
According to Phocuswright, travelers’ concerns are largely tied to financial uncertainty and the possibility of disruptions. Among the leading sources of anxiety are losing money if plans change, political instability and safety concerns, severe weather and unclear cancellation or refund policies.
Those concerns aren't necessarily hypothetical. Just 36% of U.S. respondents say they have not missed a trip or event for unexpected reasons in the previous 12 months.
The research also suggests that anxiety is influencing purchasing behavior. Travelers report spending more time researching trips, purchasing travel insurance, avoiding certain destinations and choosing refundable bookings over cheaper, nonrefundable options.
For some, uncertainty alone is enough to abandon a purchase altogether. In the U.S., 20% of respondents say anxiety or doubt has caused them to abandon a booking before completing payment.
Across markets, anxiety was highest at checkout, suggesting that travelers may need the most reassurance just before committing financially.
Travelers Are Willing to Pay More for Flexibility
Although price remains an important consideration, Phocuswright’s findings suggest that many travelers are willing to spend more for greater flexibility.
When asked to choose between otherwise identical bookings, 58% of U.S. respondents preferred a higher price with free cancellation, compared with 31% who preferred a lower price with refund protection available as an add-on. Just 11% selected the lowest-priced, nonrefundable option.
The preference for flexibility extended to Europe. Higher-priced bookings with free cancellation were the most popular option in the U.K., France and Germany, as well.
Refund protection also generated considerable interest. Among U.S. respondents, 68% say they would probably or definitely purchase refund protection if it were available at checkout for their next international trip or event ticket purchase.
Across the markets surveyed, the ability to receive full reimbursement was the most appealing feature of refund protection.
Among respondents who had not purchased refund protection, 23% cite existing travel insurance as the reason for declining it, highlighting the importance of explaining how refund protection differs from traditional insurance.
Takeaways for Travel Advisors
For travel advisors, the findings point to an opportunity to address client concerns before they become barriers to booking.
Phocuswright recommends clearly communicating cancellation terms, refund eligibility and protection options before payment, including what is covered and how refunds and claims work.
The research also suggests that flexibility can influence future booking decisions. In the U.S., 57% of respondents say they would be more likely to use a booking platform again if it consistently offered refund protection as a standard option.
That said, explaining cancellation policies, discussing protection options and helping clients understand their financial exposure could become increasingly important parts of the booking conversation.
As travelers weigh the cost of a trip against the possibility of unexpected disruptions, helping them understand their options may be a key step toward booking with confidence.
