When leisure travellers go digital
Travelport conducted a survey providing insight into how digital leisure travellers plan and book their trips, their use of technology and social media and how travel agents can rise to the challenge of their evolving needs. Excerpts:
New technology is changing how leisure travellers search and shop for travel. The mobility and always ‘on’ functionality of smartphone and tablet devices mean that travel research and interaction with online websites can take place at any time. According to the survey, 87% of those aged 35 and under (digital natives), and 80% of those 36-45 (digital immigrants), owned or planned to purchase a smartphone in the next six months. This increased access to the internet anytime, anywhere, is changing the expectations, demands and behaviours of leisure travellers. (See fig 3)
More Options
Digital natives and Digital immigrants have similar interests compared to other leisure travellers in receiving weather updates, traffic advisories and attractions to visit. However, both these demographics are likely to explore more options like shopping, restaurants and entertainment choices before their trip than those over 45. (See fig 2)
For leisure traveller
The market for global intermediary leisure travel is expected to be worth $672bn by 2015. Travelport’s research reveals that one in two leisure travellers use offline travel agents and two in three say they also use online travel agency sites. The younger generation leisure travellers, who consider their smartphones as their personal travel companions, were more likely to engage a travel agent for more complex trips. (See fig 1)
Meeting traveller’s needs
Travelport research show agents are involved across various parts of a leisure traveller’s journey especially during the ‘ anxiety cycle’ post booking/ pre- travel period. While leisure travel agencies are actively involved up until the time a Fig 2 traveller boards the flight, one in two agencies stop at this point. Most leisure agencies offer multiple services including flight, accommodation, car rental, rail, cruise, tour packages, travel insurance and other activities. However, their communica- tion is more traditional and is conducted mainly through telephone, email and face to face methods, which are not the preferred method for the younger leisure travellers.