Reddit added that the longer research window can allow brand messaging to evolve, helping to inform travel plans and reinforce value when travelers are ready to book. A recent survey of 1,000 U.S. consumers found that 90% of Reddit users researched travel products or brands on Reddit before booking. Travel researchers also said Reddit conversations provided more authentic insight into travel concepts, with 85% of travel shoppers on Reddit agreeing that insights gleaned via the app made products easier to compare.