Top Traveler Technology Trends
August 26, 2010
Staying on top of how travelers use technology nowadays is like taking aim at a moving target. Practically every day, we learn about a new device, service, or network that promises to make some phase of the travel process more efficient, economical, or enjoyable. Understanding how consumers explore travel options is increasingly challenging, given the proliferation of platforms and devices. Yet this task is essential for companies operating in the highly competitive online travel space. In a new research study, PhoCusWright captures and presents a clear snapshot of today's travelers, pinpointing their adoption and usage of key technology and media.
PhoCusWright's Traveler Technology Survey 2010 takes a detailed look at consumer behavior and attitudes toward innovations in travel technology, including new tools, functions, and platforms. Based on a comprehensive survey of online travelers in the U.S., the report outlines key trends and uncovers some surprises about how today's travelers use technology to plan, shop and purchase their travel. Research highlights include:
The Internet may be ubiquitous, but it still isn't everything
- Less than one fourth do all their travel shopping on websites
User opinions can make or break you
- More than two thirds are at least slightly influenced by traveler-generated ratings when making purchase decisions
Consumers are ready for mobile, are you
- 43% of mobile phone users are carrying smartphones, and more than a third of mobile users plan to book travel on their phones in the next year
The young and the wireless
- Close to half of smartphone users are under 35 years old
You may have an app for that, but…
- Less than a third of touchscreen smartphone users are carrying iPhones
Even mom is on Facebook
- Seven in 10 are members of an online social network, and membership is stronger among females than males
- Nearly nine in 10 social network users log on weekly or more often
A lot of consumers are fans of travel, but not travel companies
- While over half of social network users are "fans" of companies, less than two in 10 are "fans" of travel companies
Word of mouth gets a megaphone
- Nearly a third were at least somewhat influenced by comments from people in their online social network when making travel purchase decisions
Understanding these trends and their implications is critical for any travel company vying for the attention of today's increasingly tech-savvy consumer. PhoCusWright's Traveler Technology Survey 2010 helps travel companies evaluate this ever-shifting landscape, and determine how their own initiatives stack up.
