Travel websites have to accommodate users who have multiple factors influencing their decision-making.

Rather than considering a single product or purchase, as in some retail sales funnels, travel users have to consider multiple decisions when booking: When will I leave? Where am I going? When will I return? What am I doing on my trip? Where will I stay? How will I get around?

They have so many more factors to take into account as they move through the funnel, which is why travelers take much longer to purchase and to plan their trips.