Best Trip Planning Apps in 2026: 20 Apps Tested, Honestly Compared

You downloaded four apps before your last trip. One for the itinerary. One for splitting dinner bills. One for packing. And a shared Google Doc that nobody updated after day two. That was us last September. The IPX1031 2026 Travel Report found that 93% of Americans are planning to travel this year, and nearly half prefer booking from a single platform. But the best trip planning apps in 2026 still force you to pick a lane: plan or track expenses or organize documents. Nobody does it all. Or do they?

What to Actually Look for in a Trip Planning App

Before comparing 20 apps, you need a framework. Most "best apps" listicles throw names at you without explaining what matters. Here are the eight features that separate a real trip planning app from a glorified to-do list:

1. Itinerary builder: day-by-day planning with drag-and-drop, not just a list of bookmarks
2. Expense tracking: multi-currency support, splitting between travelers, and spending breakdowns
3. Destination guides: practical info on transport, safety, food, and culture (not just restaurant reviews)
4. Packing checklists: smart lists that adapt to your destination and trip type
5. Document storage: passports, visas, booking confirmations, insurance in one place
6. Collaboration: real-time editing with travel companions, not just view-only sharing
7. Offline access: because your data plan doesn't work in a Slovenian national park
8. Maps integration: see your stops plotted on a map with routing between them

Most apps cover two or three of these. Very few cover five or more. That gap is exactly why travelers end up juggling multiple apps for a single trip.

With that framework in mind, here's how each category stacks up.

All-in-One Trip Planning Apps: The Ones Trying to Do Everything

All-in-one trip planners combine itinerary building, expense tracking, collaboration, and at least some destination content under one roof. They're the closest any app gets to replacing your multi-app stack, but each one has blind spots.

Wanderlog

Wanderlog is the most popular trip planner in this category, and for good reason. It nails the visual planning experience: drag destinations onto a map, organize them into daily itineraries, and collaborate with friends in real time. The free tier is generous, covering unlimited trips, collaborative editing, and basic budget tracking. The app also imports bookings from Gmail, which saves real time if you forward confirmation emails. When we ran the Gmail import, flight confirmations from major airlines parsed cleanly, but a boutique hotel booking came through with the wrong check-in date.

Where Wanderlog falls short: destination content is community-generated (think user reviews, not structured guides), and offline access requires the Pro plan at $39.99/year (as of April 2026). There's no receipt scanning on expenses, and the budget tool is basic compared to dedicated expense apps. Wanderlog hit $1M in revenue in June 2024 with just five employees, proving there's real demand for this category.

Platforms: iOS, Android, Web | Pricing: Free tier + Pro at ~$40/year | Ratings: 4.9 iOS, 4.7 Android (all app ratings as of April 2026)

Lambus

Built in Germany, Lambus quietly covers a lot of ground: itinerary planning, expense splitting, document storage, GPX route imports for road trips, and group collaboration. It supports eight languages and offers a pay-per-trip option at $8.99 alongside the yearly plan at $24.49, which suits occasional travelers who don't want a subscription commitment.

The weak points: limited offline functionality, no personalized destination guides (the content is community-curated), and the mobile app experience feels less polished than Wanderlog. Still, Lambus is one of the few apps that combines itinerary building and expense splitting in one place, which alone saves you from installing Splitwise as a sidecar.

Platforms: iOS, Android, Web | Pricing: $24.49/year or $8.99/trip | Ratings: 4.5 iOS, 4.3 Android

Stippl

Stippl is the social-first entry in this category, built around the idea that trip planning starts with inspiration from friends and influencers. The standout feature: auto-generated 3D travel reels from your photos and planned routes, designed for sharing. It also offers expense tracking with multi-currency support, packing lists, and even built-in eSIM purchasing for mobile data in 190+ countries.

Stippl is still early-stage (launched in 2022 in Amsterdam, with ~$1.5M raised across pre-seed and seed rounds), and it shows in the ratings: 4.3 on iOS and 3.8 on Android as of April 2026. The social features are fun but secondary to what most planners actually need: reliable itinerary management and offline access.

Platforms: iOS, Android, Web | Pricing: Freemium | Ratings: 4.3 iOS, 3.8 Android

Itinerary Organizers: For People Who Just Want Their Bookings in Order

Not everyone needs a full planning suite. Some travelers book flights, hotels, and activities separately, then just need a single view of their entire trip timeline. That's the space itinerary organizers occupy.

TripIt

Forward your booking confirmation emails. That's it. TripIt has been doing this one trick since 2006, and it still does it better than anyone. Send a confirmation to [email protected], and the app creates a timeline entry automatically. The Pro plan ($49/year) adds real-time flight alerts, seat trackers, fare watchers, and neighborhood safety scores.

But TripIt is stuck in its lane. There's no expense tracking, no destination guides, no checklists, and no group collaboration beyond basic itinerary sharing. At $49/year for what amounts to a very polished email parser with flight tracking, it's hard to justify unless you fly frequently and value those real-time alerts. TripIt is owned by SAP (via Concur), which explains the business-traveler focus.

Platforms: iOS, Android, Web, Apple Watch | Pricing: Free tier + Pro at $49/year | Ratings: 4.8 iOS, 4.7 Android

Tripsy

If your entire travel group uses iPhones, Tripsy's Apple Watch complications and Siri shortcuts make it the most integrated option available. If even one person has Android? Skip to the next app. Tripsy leans fully into iCloud sync, iOS widgets, and the kind of design polish that earns App Store Award nominations (it was a 2024 finalist). It handles flights, trains, ferries, and rental cars in a single timeline, supports 32 languages, and offers email import for bookings.

Apple only means no Android, no web app. Pricing runs $39.99/year or $4.99/month, with a lifetime option. Like TripIt, it lacks expense tracking and destination guides.

Platforms: iOS and macOS only | Pricing: $39.99/year or $4.99/month | Ratings: 4.8 iOS

Tripomatic (formerly Sygic Travel)

Tripomatic rebranded from Sygic Travel in late 2024 and launched Tripomatic 26 in February 2026. It combines POI discovery, day-by-day itinerary building, and route planning with multiple map layers (outdoor, winter, satellite). The free plan covers basic trip creation, expense notes, and collaboration. Premium adds offline maps, walking navigation, and an AI travel assistant.

With a solid user base and a large POI database, Tripomatic's strength is map-based planning. But it lacks expense splitting, document storage, and packing checklists. If you want maps and itinerary in one app but handle everything else separately, it fits the bill.

Platforms: iOS, Android, Web | Pricing: Free tier + Premium subscription | Ratings: 4.4 iOS, 4.2 Android

The AI Trip Planner Wave: Impressive Demos, Limited Utility

Since 2023, a wave of startups have raised venture capital to build "AI trip planners" that generate itineraries from a text prompt. The pitch sounds great: describe your ideal trip, and the AI builds a day-by-day plan. The reality is more complicated. Our sister article on why AI struggles with trip planning covers the accuracy problems in depth, but here's how the major players stack up as apps.

Layla AI

Layla AI uses a conversational interface to build itineraries with live pricing and booking integration. The presentation is slick, with short video previews (Reels-style) for each recommendation, so you can see the actual atmosphere of a restaurant or landmark before adding it. Layla Prime costs $49.99/year for detailed day-by-day plans, PDF downloads, and offline access.

The gaps are significant: no expense tracking, no checklists, no document storage, no memories. Layla is a research and booking tool, not a trip management tool. Once you have your itinerary, you still need separate apps for everything that happens during the trip. Layla has native iOS and Android apps, though the web experience remains the primary planning interface.

Platforms: iOS, Android, Web | Pricing: Free tier + Prime at $49.99/year

Mindtrip

Mindtrip is backed by strategic investors including Amex Ventures, Capital One Ventures, and United Airlines Ventures. It combines AI recommendations with quiz-based personalization and a "Magic Camera" feature that identifies landmarks or translates signs in real time. Mindtrip acquired Thatch in March 2025, adding 40,000+ expert-curated travel guides.

As a planning tool, Mindtrip has an iOS app but no Android presence. There's no expense tracking, no packing checklists, and no offline mode for guides. We asked all four AI planners to build a 5-day Prague itinerary for a couple with a toddler. Only Mindtrip even mentioned playgrounds. The strength is discovery and inspiration, not trip management. It's completely free (revenue comes from affiliate commissions on bookings), which removes the pricing barrier but also means your recommendations are influenced by what earns the platform commission.

Platforms: iOS, Web | Pricing: Free (affiliate-funded)

iplan.ai

iplan.ai generates itineraries from your dates, interests, and budget. It claims minute-by-minute planning that includes transportation, activities, and even snack breaks. The free version covers basic itinerary generation, while the Pro tier ($3.99/month or $9.99/year) adds enhanced customization and priority support.

In practice, the generated itineraries are a starting point that requires heavy editing. There's basic collaboration and offline access, but no expense tracking, no guides beyond what the AI generates, and no document or checklist features. Ratings sit at 4.5 on iOS and 3.8 on Android.

Platforms: iOS, Android, Web | Pricing: Free tier + Pro from $3.99/month | Ratings: 4.5 iOS, 3.8 Android

Wanderboat AI

Wanderboat AI is backed by Sequoia Capital and founded by a former Microsoft AI principal scientist. It combines a POI search engine with itinerary generation and community sharing. The platform draws on TripAdvisor reviews and Google Maps data to inform recommendations.

Like most AI planners, Wanderboat is web-only with no native mobile app. The itinerary output is useful for initial research but lacks the granularity and accuracy you need for real travel execution. No expense tracking, no offline mode, no document management.

Platforms: Web only | Pricing: Free

Expense Trackers: The Apps Your Group Trip Needs

If you've ever stood at a restaurant table in Rome trying to calculate who owes what across three currencies while your friends head for the door, you understand why expense splitting tools exist. These apps solve a real pain point, but only that one pain point.

Splitwise

Splitwise dominates group expense splitting with 10M+ users and a "simplify debts" algorithm that reduces the total number of transactions at the end of a trip.

The free tier now limits you to a handful of expenses per day (users report 2-5 depending on the platform) with unskippable ads between entries, which pushes active groups toward Pro at $49.99/year. Pro adds receipt scanning, currency conversion, charts, and bank integrations. The bigger issue: Splitwise doesn't do anything beyond money. No itinerary. No guides. No checklists. If you need expenses and planning, you're downloading a second app.

Platforms: iOS, Android, Web | Pricing: Free (limited) + Pro $49.99/year | Ratings: 4.8 iOS, 4.5 Android

Tricount

Tricount (now owned by bunq, the European neobank) offers a cleaner expense-splitting experience with no daily limits on the free tier. Recent additions include receipt scanning via OCR, a free virtual card through bunq that auto-logs purchases, and real-time syncing. It supports multiple currencies and doesn't require account creation for basic use.

Like Splitwise, Tricount is purely financial. No trip planning features whatsoever. But it's the better choice for European travelers thanks to the bunq integration and the more generous free tier.

Platforms: iOS, Android, Web | Pricing: Free (Premium ~$9.99/year) | Ratings: 4.7 iOS, 4.5 Android

TravelSpend

TravelSpend is built specifically for travel budgeting (not just splitting). You set a daily or total trip budget, log expenses in local currency, and the app converts and tracks everything against your target. It supports group splitting and works offline. The free tier covers most features; Premium unlocks CSV export and income tracking for digital nomads.

TravelSpend has been consistently updated with a refreshed interface and improved budgeting workflows. No web version, which limits pre-trip setup, but the mobile-first approach makes sense for on-the-go expense logging.

Platforms: iOS, Android | Pricing: Free + Premium (subscription) | Ratings: 4.8 iOS, 4.8 Android

Single-Purpose Stars: Apps That Do One Thing Brilliantly

Sometimes the best tool for the job is the one that does exactly one thing and does it flawlessly. These apps won't replace your planner, but they might earn a permanent spot on your phone.

Flighty (Flight Tracking)

Pure flight tracking. Nothing else. Flighty won the 2023 Apple Design Award and reportedly generates around $500K in monthly revenue with a team of three to six people and zero external funding. It predicts delays 2-90 minutes before airline apps, shows where your actual aircraft is 25 hours ahead, and explains why delays happen (late inbound aircraft, ATC congestion, ground stops).

At $60/year or $300 lifetime, Flighty is the most expensive single-purpose app on this list. It's also Apple-only: no Android, no web. If you fly frequently and the peace of mind of early delay alerts is worth it, Flighty justifies its price. If you fly twice a year, it doesn't.

Platforms: iOS only | Pricing: $60/year or $300 lifetime | Ratings: 4.9 iOS

PackPoint (Packing Lists)

Tell it where you're going and what you're doing, and PackPoint generates packing lists based on your destination, travel dates, and planned activities, pulling real-time weather data to recommend appropriate clothing. The free version covers most travelers; the $2.99 premium one-time purchase adds TripIt integration and custom activities. No subscriptions.

PackPoint is razor-focused: packing lists and nothing else. It has been around since 2013, won a Google Play Editor's Choice award, and remains the go-to if you want a smart packing checklist without installing a full planning suite. But it doesn't integrate with any trip planner, so your packing list lives in a separate app from everything else.

Platforms: iOS, Android | Pricing: Free + $2.99 premium (one-time) | Ratings: 4.6 iOS, 4.3 Android

Roadtrippers (Road Trips)

Roadtrippers has planned 38M+ road trips with curated stops, RV routing, and audio stories via Autio integration. The Premium plan at $59.99/year unlocks unlimited trips with up to 150 stops, offline maps, and RV-specific navigation with vehicle dimension inputs.

It's specifically built for road trips in North America. If you're driving across the US or Canada with an RV, Roadtrippers is hard to beat. For any other type of travel, it has almost nothing to offer. Android ratings are notably rough at 2.3, suggesting platform-specific issues.

Platforms: iOS, Android, Web | Pricing: $35.99-$59.99/year | Ratings: 4.0 iOS, 2.3 Android

Travel Trackers and Journals: For Remembering After the Trip

Planning is one half of travel. Remembering it is the other. These apps focus on the during-and-after experience: tracking your route, journaling moments, and turning trips into shareable stories.

Polarsteps

Polarsteps is a standout story in the travel app world. The Amsterdam-based company reached 15 million users, runs profitably without external funding since 2019, and was named a Top 3 Travel App on the Apple App Store in 2026. It automatically tracks your route via GPS, lets you add photos and stories to your timeline, and allows friends and family to follow along in real time.

Revenue comes from printed travel books (starting at ~€36), not subscriptions or ads. The entire app is free. The limitation: Polarsteps is a tracker and journal, not a planner. No itinerary building, no expense tracking, no checklists. You use it alongside your planning app, not instead of it.

Platforms: iOS, Android, Web, Apple Watch | Pricing: Free (revenue from photo books) | Ratings: 4.9 iOS, 4.6 Android

FindPenguins

FindPenguins is similar to Polarsteps in concept: GPS tracking, photo journaling, and flyover video generation from your route. Recent reports suggest the app has moved toward a fully free model, removing the previous two-tier subscription system. It supports collaborative trip journals where multiple travelers contribute to the same timeline.

FindPenguins is more niche than Polarsteps and has a smaller user base. If you want a travel journal with automatic GPS tracking and collaborative features, both apps serve the purpose, but Polarsteps has the larger community and more polish.

Platforms: iOS, Android, Web | Pricing: Free | Ratings: 4.6 iOS, 4.4 Android

The "Use What You Already Have" Options

Before installing anything new, consider what you already have on your phone.

Google Travel

Google Travel (travel.google.com) aggregates flights, hotels, and saved places from Google Maps. It was the replacement for Google Trips, which shut down in August 2019. You can build basic trip plans, track flight prices, and see hotel deals. But there's no native mobile app, no expense tracking, no checklists, and no offline mode. It's a research starting point, not a trip management tool.

Notion

Notion's marketplace has 1,300+ travel planner templates, from all-in-one trip dashboards to packing list databases. The flexibility is unmatched: you can build literally anything. The problem is that you have to build it. Notion requires significant setup time, has no travel-specific integrations (no booking import, no weather data, no currency conversion), and costs $120/year for the Plus plan. It's a power tool for power users, not a ready-made travel app.

The Rising Social-to-Itinerary Apps

A new wave of apps converts saved TikTok and Instagram content into trip plans. Roamy (iOS only, launched 2024) lets you save locations from social videos with one tap and generates optimized itineraries from your saved spots. It's early-stage, iOS-only, and limited to 12 free imports. The concept is interesting for inspiration-driven planning, but these apps are thin on the trip management side.

The Big Comparison: 20 Apps, 8 Features, No Sugarcoating

This is the table you actually need. We evaluated each app across the eight features from our framework, with pricing and platform data as of April 2026. A checkmark means the feature is meaningfully present, not just technically possible through workarounds.

A clear pattern emerges from this table: most apps are strong in one or two columns and empty everywhere else. The all-in-one planners (Wanderlog, Lambus, Stippl) have the broadest coverage, but even they leave gaps in guides and checklists. The AI planners fill the itinerary column impressively but are blank across everything else. And the single-purpose apps do their one thing better than anyone, at the cost of yet another app on your phone.

Tools like TripProf fill all eight columns with personalized destination guides (60 sections across 14 categories), smart itinerary generation, expense splitting, checklists, document storage, collaboration, and offline access on a free tier. But the market is young and every app has trade-offs. The closest any traveler gets to a complete solution in 2026 is either one all-in-one app that's "good enough" across the board, or a carefully chosen stack of two or three specialists.

What's Still Missing in 2026

After testing 20+ apps, here are the gaps that no single app has fully closed:

• Unified maps + itinerary + expenses: Wanderlog has maps and itinerary but basic expenses. Lambus has itinerary and expenses but limited maps. Nobody does all three well.
• Personalized guides that aren't generic: Most apps either offer community reviews (Wanderlog, Tripomatic) or AI-generated summaries (Layla, iplan.ai). Few provide structured, personalized content tailored to your dietary needs, health conditions, or travel style. If you're a first-time international traveler, generic guides leave you underprepared.
• Android parity: Tripsy, Flighty, and Roamy are iOS-only. Mindtrip has no Android app. Roadtrippers has a 2.3 Android rating. The Apple ecosystem consistently gets better travel apps.
• Offline on free tiers: Most apps gate offline access behind their paid plans. If you're traveling in areas with limited connectivity (which is exactly when you need offline most), you're stuck paying or going without. eSIMs help, but they don't cover every situation.
• Real expense splitting inside planning apps: Splitwise and Tricount handle splitting well. Planning apps that include expenses (Lambus, Stippl) keep it basic. The integration between "where are we going" and "who owes what" is still weak.
• Document management that's more than a file dump: Most apps that offer "document storage" just let you upload PDFs. Very few scan documents, extract data, or connect booking confirmations to your itinerary automatically.

Which Trip Planning App Should You Actually Use?

After testing every app on this list, our honest take: most travelers are better off with one good all-in-one planner than four single-purpose apps. Here is a practical decision framework based on what actually matters for your trip type.

Solo trip, low-budget, first time abroad: You need structured destination guides more than fancy itinerary features. Start with an all-in-one planner that covers guides, checklists, and document storage. Add TravelSpend for budget tracking.

Group trip with friends: Collaboration and expense splitting are your priorities. Wanderlog handles the group planning side with voting and real-time editing. Pair it with Splitwise or Tricount for proper expense splitting.

Frequent business traveler: TripIt Pro is built for you. Email forwarding, flight alerts, and seat trackers are worth $49/year if you fly monthly. Add Flighty if you want the fastest delay predictions and don't mind paying extra for Apple-only.

Road trip across the US: Roadtrippers Premium is the obvious choice. If you need expense tracking alongside, add TravelSpend.

Multi-city Europe trip: You need itinerary management across cities, multi-currency expense tracking, and offline guides for when you lose signal between Prague and Vienna. An all-in-one planner with offline support and personalized guides is worth more here than any AI itinerary generator.

You just want to remember the trip: Polarsteps. Free, automatic GPS tracking, and beautiful travel journals you can turn into physical books.

Frequently Asked Questions

What is the best free trip planning app in 2026?

Wanderlog offers the strongest free tier among dedicated trip planners, with unlimited trips, collaborative editing, and map-based itinerary building at no cost. Polarsteps is the best free option if you care more about tracking and journaling during the trip. For expense splitting specifically, Tricount is completely free with no daily limits.

Are AI trip planners actually good enough to use?

AI trip planners like Layla, Mindtrip, and iplan.ai generate solid starting itineraries, but they consistently lack features you need during the actual trip: expense tracking, document storage, packing checklists, and reliable offline access. Use them for initial research and inspiration, then move your plan to a management app.

Which trip planning app works on both iPhone and Android?

Wanderlog, Lambus, Stippl, TripIt, Tripomatic, Splitwise, Tricount, TravelSpend, Polarsteps, FindPenguins, and Roadtrippers all support both iOS and Android. Tripsy, Flighty, and Roamy are Apple-only. Wanderboat is web-only with no native mobile app.

Do I really need a dedicated travel app, or can I just use Google Maps and Notes?

You can absolutely plan a trip with Google Maps saved pins and Apple Notes. But you will end up recreating the features that dedicated apps provide: itinerary organization by day, multi-currency expense math, packing lists, and document storage. The question is whether your time is worth more than the price of an app.

What is the best app for splitting expenses on a group trip?

Splitwise has the largest user base and the best debt simplification algorithm. Tricount is better for European travelers thanks to its bunq card integration and no daily expense limits on the free tier. For travel-specific budgeting (not just splitting), TravelSpend tracks spending against a preset budget in any currency.

Is there one app that does everything for trip planning?

No single app in 2026 scores perfectly across all eight features (itinerary, expenses, guides, checklists, documents, collaboration, offline, and maps). The all-in-one planners like Wanderlog and Lambus come closest on breadth. Apps with deep personalized guides and integrated expenses narrow the gap further, but every option still has at least one meaningful weakness.

How much should I expect to pay for a trip planning app?

Most trip planning apps range from free to $60/year. Free tiers are surprisingly functional for basic trips. The $20-50/year range gets you offline access, AI features, or premium expense tools. Beyond $50/year, you're paying for niche specialization (Flighty at $60/year for flight tracking, Roadtrippers Premium at $59.99/year for RV routing). Pay-as-you-go models are emerging as an alternative to subscriptions for occasional travelers.

Key Takeaways

• The best trip planning apps in 2026 fall into clear categories: all-in-one planners, itinerary organizers, AI generators, expense trackers, and single-purpose specialists. Know which category fits your travel style before downloading.
• No single app dominates all eight core features (itinerary, expenses, guides, checklists, documents, collaboration, offline, maps). All-in-one planners like Wanderlog and Lambus cover the most ground, but each still has gaps.
• AI trip planners generate impressive itineraries but fail at trip management. They don't track expenses, store documents, or work offline. Use them for research, not as your primary app.
• Free tiers are more capable than ever. Wanderlog, Tricount, Polarsteps, and Mindtrip offer substantial functionality at zero cost. Paid plans are worth it mainly for offline access and expense splitting.
• Android users consistently get fewer options. Flighty, Tripsy, and Roamy are Apple-only, and several cross-platform apps have lower Android ratings.
• Tools like TripProf close the all-in-one gap with personalized guides, smart itinerary generation, expense splitting, and offline mode on a free tier across iOS, Android, and web.
• If you must choose just two apps, pick one all-in-one planner (for itinerary, guides, and documents) and one expense tracker (for splitting). That stack covers 80% of trip management needs.
• The travel app market hit 4.2 billion downloads in 2024, and the consolidation trend is clear: travelers want fewer apps, not more. The winners in 2027 will be the apps that make "one app for everything" actually work.

Sources

1. IPX1031 2026 Travel Report: 93% of Americans planning to travel in 2026
2. Sensor Tower: State of Mobile Travel Apps 2025: 4.2B global travel app downloads in 2024
3. Business of Apps: Travel App Revenue and Usage 2026: Travel app market data and download trends
4. Latka: Wanderlog Revenue Data: $1M revenue milestone in June 2024
5. TripIt Pro Pricing: $49/year subscription details
6. Tripsy Pro Features and Pricing: $39.99/year, Apple ecosystem details
7. Layla AI Official Site: Features, pricing ($49.99/year), and platform availability
8. BusinessWire: Mindtrip Investment Announcement: Amex, Capital One, United Airlines backing
9. Polarsteps Press Release: 15M+ users, profitable since 2019
10. Wikipedia: Flighty: 2023 Apple Design Award, revenue and team size
11. Flighty Pricing Page: $60/year, delay prediction speed claims
12. TechCrunch: Google Trips Shutdown: App discontinued August 2019
13. Crunchbase: Wanderboat AI: Sequoia Capital backing and company details
14. Roadtrippers Membership Page: Premium pricing and feature tiers
15. Splitwise Pro: Features and pricing details
16. Tricount Official Site: Free tier details and bunq integration
17. Deloitte: Travel Industry Outlook 2026: Consumer travel spending trends and digital adoption
18. Statista: Travelers Booking Preferences 2025: 45% prefer booking from a single platform