Five steps to contest this: if you are alone, the influence of companions is nonexistent; if the goal is professional, personal budget constraints take precedence over others.
If a destination offers a unique opportunity, like a special festival in Utrecht, then the choice is made before thinking about who might come.
If the budget is very limited, the price often dictates the destination, regardless of the group of friends.
If you do not consider these conditions, you really overestimate the impact of companions on the travel selection process.