Opinions: 

Travel Tech

There is a clear disconnect between the industry and consumers. Many marketers still struggle to understand the ever changing consumer behaviour and if assumptions that were made about travel issues by the marketers actually reflect the reality. A recent survey by Skift asked US consumers through Google Consumer Surveys about their mobile bookings and tried to tackle the issue relating to the role of mobile in online travel. First results of this survey are being discussed below, along with reflections on travel consumer behaviour (Skift 2013).

BOOKINGS ON MOBILE APPS

Surprisingly, 70% of US consumers completing the survey have not actually used a mobile app to book any kind of travel. 12% of consumers have which is predicted to increase dramatically along with Smartphone adoption and usage. There seems to be a rather large confusion amongst US consumers in terms of what mobile apps are and when consumers are actually using mobile web. This probably explains why 17% claim they do not use apps and 70.3% have not used a mobile app to book any kind of travel such as air, hotel, car or rail. It is also interesting that more men than women claim to have booked travel through a mobile app.

POTENTIAL FOR MOBILE BOOKING

US consumers aged between 35 and 44 made most mobile bookings for travel through mobile apps. This age group seems to be strongly driving mobile travel bookings in the US, with 22.1% and is followed by 15.3% of US consumers aged between 25 and 34. Interestingly, consumers aged 45 and older state in the survey they have never used a mobile app before to book travel. However, this might change in the future, as older consumers get increasingly comfortable when using their Smartphones and will soon discover mobile apps and the opportunities from using mobile bookings through travel related apps.

It is also quite interesting to look at the differences between consumers’ behaviour in different parts of the US. Across the country, US consumers behave almost exactly the same way when it comes to booking travel through mobile apps. Probably due to the internet infrastructure and more consumers being technology savvy in cities, more mobile app bookings were made in urban surroundings rather than rural areas. Especially consumers that have a mid-level salary show great growth potential. All in all, there is huge potential for mobile bookings for travel related products and services. With Smartphones decreasing in price and becoming increasingly available for the wider public, there will be major changes with regards to booking behaviour gradually moving towards mobile.

More from #DTTT

  • 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
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
  • In April we present:
    Designing the Future of Tourism – Weekly Tourism Industry Impact Call : Week 6

    At the #DTTT, we are working closely with destinations to find out what’s going on behind the scenes. A different week brings different perspectives. This week on the #DTTT’s sixth Tourism Impact Call, we discussed the role of technology and innovation as a solution for the industry, as well as featuring innovative community initiatives, and […]

    #COVID-19 #industry #product #strategy #technology #tourism
Show more
© 2017 Digital Tourism Think Tank