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New research on the behaviors of digital travelers
14 December 2017 (Edited )
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Travel commerce platform provider Travelport has published the results of a Global Traveler Survey of 11,000 people whom they asked about their use of digital devices for planning, booking and experiencing trips.

Key findings:


  • 81% read peer reviews
  • 47% use voice search
  • But fewer than 1 in 4 people aged 55+ use a smartphone for trip planning


  • More than a third book via mobile device

At the destination:

  • 44% use their smartphone, and 60% say they would be lost without it
  • But 43% prefer to switch off when traveling
  • 75% post reviews on review sites

Home countries of most digitally advanced travelers (top 3):

  • India
  • China
  • Indonesia

Home countries of least digitally advanced travelers (bottom 3):

  • UK
  • Japan
  • Germany

How can we act on these findings?

  • Get good reviews.
  • Target primarily younger (or at least <55) people with mobile advertising.
  • Have a website that works well in mobile devices.
  • If your business is something like a restaurant or a retail establishment that people only start looking for only after reaching the destination, market locally with mobile-friendly ads and location extensions, and in the languages used by visitors as well as the local language.
  • If you get a lot of visitors from Asia, get visible in Baidu and other Asian search engines, and make it easy for visitors to use the payment solutions with which they're familiar.
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