Fewer travelers than you think shop exclusively online. And more of them are booking using smart phones.
It’s not easy keeping up with all the advances in travel planning and booking technology.
If you’re the marketer of a travel, tourism or attraction brand appealing to destination travelers, a good place to start is PhoCusWright’s latest Traveler Technology Survey.
The study is based on interviews with 800 online travelers about how they are using technology to research, share and book travel.
Here are 5 findings that may change the way you approach online travelers.
1. The internet is not the only place people go to shop for travel.
The study found that less than 1 in 4 travelers do all their travel shopping online.
2. The opinions of other travelers have become one of the most powerful forces in the travel industry.
More than 2 out of 3 travelers say they are at least slightly influenced by traveler-generated ratings when booking their travel.
3. Smartphones may soon become the dominant booking tool for travel.
4 in 10 mobile phone users now have a smart phone, and of that number 3 in 10 plan to book travel on their smart phone this year.
4. People under 35 are booking travel using smart phones at an even greater rate.
That’s because almost 1 in 2 smart phone users are under 35.
5. Social networks are playing an increasingly influential role in people’s decision on where to travel.
7 in 10 people interviewed are members of an online social network, and 1 in 3 say they are at least somewhat influenced by comments from people in their social network when making their travel purchase decisions.
If you’re the marketer of a travel, tourism or attraction brand, consider these 3 tweaks to your marketing strategy:
- Beef up your presence in traditional media, including brochures, newspapers and magazines.
- Develop a strategy for improving your ratings on traveler-generated sites like TripAdvisor.
- If you haven’t already, develop a booking app that works on all 3 major smart phone operating systems. And increase your following on the major social networks.
That’s what we’re recommending to our clients. What are you doing to cater to the technology-driven traveler?