Industry Update
Press Release13 March 2019

Net Lag Is Real: Over Forty Percent Of Millennials Say Researching A Vacation Is Overwhelming

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- Are we there yet?: North American travelers are spending an average of eight hours researching their vacations despite being bored after just 40 minutes


- First world problems: Forty-two percent of millennial travelers consider vacation research to be one of their biggest stresses in life

- Work n' scroll: Forty-one percent of travelers are being less productive at work while researching vacations

  •® comes to the rescue with their 2019 award-winning Loved by Guests—hotels most loved based on customer reviews—to help eliminate excessive vacation research

DALLAS – New research from reveals that North American millennial travelers are experiencing net lag, a.k.a. scroll fatigue from never-ending research when booking a vacation. Whether it's a long trek through the Himalayas or a relaxing stay in a hotel treehouse, the struggle to book the perfect trip is real. Luckily, to help ease some of the stress, has announced the winners of the 2019 Loved by Guests awards—hotels rewarded based on their guest reviews.

With more than one in eight travelers spending 15+ hours researching before they book, it's no wonder 42% of millennial travelers describe the process as one of their biggest stresses. Thirty-three percent have even booked the wrong vacation or dates because the research became just too much.

All it takes is 40 minutes for the scroll fatigue to set in, the same time it takes to watch most, if not an entire episode of your favorite show. The man hours required have resulted in more than half (51%) going on vacation to somewhere they've been to before to avoid the research. Forty percent believe they pay more than they need in order to avoid the research, and over a third (38%) would even consider passing the task on to a friend, with the average person happy to pay $134 to take it off their plate.

Productivity levels at work are also taking a hit. Four in ten (46%) have admitted to secretly scrolling in the office, with 30% saying they get less work done during the hunt for a vacation. This isn't very surprising when 22% of millennials look through more than 11 vacation options before making a decision.

Yet it's other traveler reviews that 91% rely on to seal the deal, being voted the most important tool to transition from looking to booking. To help everyone get over their scrolling woes, has unveiled its 2019 Loved by Guests awards, featuring over 59,000 winners globally and more than 22,000 winners in North America across 12 categories. Newly added pet-friendly, homes & apartments and sustainable categories have been introduced this year.

Top 5 U.S. and Canadian cities winning Loved by Guests Most Wanted Awards:

  1. Houston - 13 hotels
  2. New York - 12 hotels
  3. Chicago - 11 hotels
  4. Quebec - 10 hotels
  5. Savannah - 10 hotels

Adam Jay, President of, said, " can end the tedious vacation hunt with our Loved by Guests award-winning hotels. When you're researching your vacation, these properties can give you a great starting point, and help ease the endless scroll. These hotels have been reviewed by people in the know—the guests themselves—and we've analyzed over 25 million reviews to find you the best hotels around."

To view the full list of 2019 Loved by Guest winners, please see here:

Notes to Editors *The Net Lag survey was conducted by One Poll in February 2019. 7,800 respondents across 26 countries.

About is the most rewarding way to book a place to stay. We really love travel and we know you do too. That's why we make it really easy to book with us. With hundreds of thousands of places to stay around the world and 90 local websites in 41 languages, has it all. So, whether you're looking for value in Vegas, treehouses in Thailand or villas with views, it's all just a click away. And with our "Reward-winning" loyalty program you earn free* nights while you sleep … what could be better? Booking just got smarter too. With over 25 million real guest reviews and an app so easy to use that it's been downloaded 70 million times, you can be sure to find the perfect place for you.

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