Mobile info

Opinions: 

Travel Tech

It is no surprise that consumers are increasingly using mobile devices in their daily lives and also increasingly when travelling. With more and more marketers wanting to find out more about the consumption behaviour of travellers when it comes to travellers, research companies such as eMarketer are now more and more looking into this matter. For travel purposes, consumers refer back to their mobile devices while being on the go, so when travelling, consumers are using their mobile devices to share images or videos with their social networks and it is also used as a tool that can facilitate them at the destination. Maps, search engines and sites that can deliver local information are absolutely crucial for travellers worldwide. Mobile can in fact change experiences in a destination, hotel, attraction or restaurant. How can local marketers capture travellers with mobile services? This is a major question for tourism organizations worldwide (eMarketer 2013).

MOBILE DEVICES AND TRAVEL

When travelling, mobile devices are essential as it can enable travellers to search for information that is relevant for them in the destination. According to research from Nielsen, an average US mobile user averages 2.2 actions after searching for travel on mobile. This is astonishing, as only beauty and automotive actually lead to more action after conducting a mobile search. Clearly, travel has great potential, especially as most consumers when they are in a destination have not a clear idea of what they want to do or where exactly they want to go. Suggestions and recommendations are very well received by travellers in the destination, searching for local things through search engines.

TRUST

When travellers are searching for local information, it is interesting to know that consumer seem to be preferring looking at familiar and more importantly trusted apps when searching for information.  43% of US travellers have travel apps and 30% have 2 or more travel apps. However, many tourism organizations mainly focus on providing apps that have booking facilities, but many hotels or other organizations actually do not offer any information that is location based and focused on travellers at a specific place. This is a major opportunity for tourism companies worldwide, as consumers will search for local information through their mobile devices. When looking at hotel apps specifically, 72% of these apps actually have room reservations as their major feature, followed by 50% of apps offering property search and 44% real-time feedback.

Besides offering apps that contain reservation and booking features, it is essential to also think beyond the purchasing process of a tourism product or service. Tourism organizations worldwide need to facilitate travellers while they are in a destination to guide them around. It is an opportunity to have features within an app that cater traveller needs as consumers will just search for another app that delivers local information and support. Rather than just providing an app, it is also about thinking increasingly local as a tourism organisation when taping into mobile.

More from #DTTT

  • 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
  • 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
Show more
© 2017 Digital Tourism Think Tank