Face it — today's travelers are doing everything from trip research and ticket booking to navigation and payments all from their computers and smartphones. Accordingly, brands need to have a keen understanding of technology's role in travel or risk being left out of the equation altogether. Here, we take a look at how travel consumers use technology throughout the duration of their journeys.
Here are four things you need to know about technology's role in travel:
Favorite Vacation Destinations
In speaking with consumers across all generations, YouGov found that 64% of Americans intend to travel in 2019, with little variance in intent from one age group to the next. What types of vacations are most popular amongst Americans?
41% visiting family and friends
32% beach vacations
28% sightseeing trips
23% trips to cities
Who's Going With You?
While solo travel has picked up some steam in recent years, it's clear that travel with friends and family is still the norm. Within the last year, Americans have traveled with...
51% spouse or partner
Brands looking to connect with travel consumers should make sure to appeal to families with travel packages, fun activities, and family-friendly messaging.
The Basics on Booking
During the planning process, 70% of travel consumers say their laptop or desktop is of the utmost importance. They vastly outpace smartphones (14%) and tablets (9%) in this regard. While they're using those computers, they're booking through...
31% official hotel websites
29% travel-specific websites
27% accommodation websites
However, once consumers have passed the pre-planning stage and embark on their journey, the focus shifts from computers to the smartphone.
The Role of the Smartphone
Once consumers have hit the road, train, or plane, the smartphone becomes the predominant piece of technology. Ninety-two percent of consumers with a smartphone bring it along in their travels and they use them for a wide variety of activities.
Staying in Touch
77% connect with people back home while traveling
74% use them to feel like they're not missing anything
47% use them to post on social media
36% use them for on-the-go entertainment
23% keep in contact with co-workers or work email
Enhancing the Experience
78% take photos of their travels
59% use navigation applications
58% research for places to eat
50% research activities and things to do
18% make purchases via digital wallet
What Do Consumers Want from Their Travel Apps?
53% free of charge
39% runs quickly
37% secures my data
35% easier than website or calling
34% remembers my details or itinerary
32% e-tickets/boarding passes
29% digital check-in
Is your brand looking to connect with today's travel consumers? Contact us to learn how our suite of experiential-led services can help you build brand awareness, encourage product trial, and earn lifelong loyalists.