A new survey among 400 U.S. business and 100 leisure travelers highlights the increasing level of cost consciousness across all sectors of travel. “Understanding all options” proved more important than rising or falling prices and fees and taxes.

Travelers want a holistic picture of what’s available for them, many would still want to see their favorite brand offered when booking travel but also want to understand all other options available to them for cost and quality comparison. Mostly, travelers make dozens of searches before they’re ready to book, while 51 percent of respondents said they’d buy ancillary services such as seat upgrades and early boarding after they booked their flights – 34 percent not until just before departure.

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