SmartPhones, Tablets and 2013’s Rapidly Changing Traveler Habits
Almost nothing stays the same forever. In the hotel business, you have to change if you want to keep up with the competition. In 2013, preferences of travelers may be different over whether it is better to have an Apple or an Android digital device. But, on one point, there is no argument at all. Travelers, all across the world, and right here in the United States, have become increasingly dependent on their mobile digital devices.
According to a combined study recently completed by travel marketing, research and consulting groups MMGY Global and the Harrison Group, the next generation of travelers has arrived. Results of the national survey entitled 2013 Portrait of Digital Travelers were released in August of 2013.
Key findings of the survey
1. Smartphone usage for planning and purchasing travel services has more than doubled from 23 percent in 2011, to 62 percent in 2013. That is a fractional increase of roughly 270 percent in just 2 years.
2. Tablet usage for planning and purchasing travel services has gone up six-fold from 2011 to 2013. In 2011, only 7 percent of households were using tablets for travel, while in 2013, the number surged to 42 percent.
3. Over 50 percent of the Digital Elite have children in their household, compared to only 37 percent of those who rely on more traditional methods to plan and book travel. This reflects that younger people tend to be more digitally connected, and even children of 10 or 12 years of age, get actively involved, through the internet, to help plan a family vacation.
4. Digital Elite travelers spend and do more than their not-so-well connected brethren of travelers in 2012.
• Total leisure trips: 4.1 vs. 3.8
• Weekend trips: 2.1 vs. 1.8
• Last-minute trips: 31 percent vs. 22 percent
• Spending: $4,988 vs. $3,812