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.
- 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):
Home countries of least digitally advanced travelers (bottom 3):
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.
Comments on New research on the behaviors of digital travelers