Survey: 41% of US travelers still compare prices after booking

A new study by Skift and McKinsey found that 41% of US travelers continue to check prices after completing a booking, and 29% continue browsing other options in case a more suitable choice appears. The research also shows that 51% of travelers have switched hotels or accommodations after seeing a better option on social media. The report notes that a confirmation email used to mean the sale was over, but for many travelers today it is the start of a second round of price comparison, and most hotels are not yet prepared for this.