Tablet

Opinions: 

Travel Tech

It is no big news that contemporary travelers make increasingly use of mobile devices to plan and book their trips. However there is a growing segment of travelers that uses multiple devices, and moreover switches in-between  different devices within their planning, decision making and purchasing process. This segment has been known as the “Digital Elite” traveler.  Entrance criteria for this high flying club is making use of at least 2 devices when planning and booking, and spending significantly more time in total on the devices than the average traveller. The Digital Elite traveler is on the rise, as the group has grown 60% last year alone. Therefore, digital marketing consultancy Monetate has studied this breed of travelers in detail (Monetate, 2013)

ONLINE IS NOT ENOUGH

The digital elite traveler owns at least two digital devices, and the number of people who own for instance a smartphone and a tablet has grown during the past two years from a mere 5% to 33%. In general 40% of consumers state that they plan their on one of these devices and it is no surprise that the using the internet for making travel arrangements has become mainstream (78% of global consumers use the internet). But offering an online presence is not enough for convincing the digital elite. Fuelled by their online experiences, this group has high expectations on the online experience: 84% state that a positive website experience is important or very important when booking. Thus they are picky: Monetate reports they 22 websites on average before choosing a destination. To win them over providing a website is not enough. Reaching for the digital traveler requires personalising the customer experience to be local, memorable and seamless across devices.

IT'S WORTH IT

Digital elite travelers are often bargain hunters, who download coupons for savings on airfare, hotel rooms, vacation packages or rental cars. In total 65% of people belonging to this segment actively seek voucher and discount coupons. At the same time they have no hesitation to use their mobile devices to convert booking and make payments. The number of travelers using a tablet to make a purchase has risen from 7% in 2001 to 43% in 2013, with an average value of $636  of bookings per traveler that uses a tablet. But most importantly the hyper-connected traveler spends 30% more than less connected travelers, and the gap is only expected to get wider

3 STEPS TO WIN THE DIGITAL ELITE

What do businesses need to offer to tap into this highly profitable market segment? Firstly the entire booking experience has to be straight forward across the different devices. Secondly, there needs to be a consistency across all channels. For instance visual ads need to be consistent with the feel and message of the landing page. And lastly the experience has to be relevant to the individual. Make use of data about previous behaviours and preferences, and use them to personalise the touchpoint experiences (e.g. seat preferences, favourite destinations, etc)

More from #DTTT

  • In June we present:
    New Normal, Same Visitors
    How can destinations safely reopen to international visitors? What are the strategies behind the reopening and what's the role of DMOs? These are only few of the questions we asked to VisitJamaica, who told us how they successfully managed to keep the nation safe for both of international tourists and locals, developing effective protocols and solid [...]
  • In June we present:
    Staycation Storytelling with Visit Estonia – Weekly Tourism Impact Call: Week 13
    DTTT · Staycation Storytelling with Visit Estonia Where do destinations find inspiration for their campaigns during COVID-19? How do they convince people to travel again and engage with the local tourism sector? With the focus on recovery and the domestic restart, we have seen many different campaign approaches aimed at the domestic market. The latest [...]
    #domestic tourism #recovery #COVID-19 #visit-estonia #storytelling #strategy
  • In June we present:
    Why is Design Thinking so important in identifying solutions?

    We are in an unprecedented moment in the industry’s history, which must redefine itself. Businesses must pivot, but with a purpose, destinations must demonstrate leadership, value and co-design a new future for tourism. In today’s remote world, amidst the uncertainty, we will enable the industry to develop empathy and co-create impactful outcomes for the benefit […]

    #solutions #recovery #remote design thinking #DMOs #strategy #tourism
  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
Show more
© 2017 Digital Tourism Think Tank