Travelers want to make sure they are finding the best information and prices for the trip they are planning at the moment. Thus, most travelers vary their approach to planning each trip online according to Phocuswright’s latest research Travelers and Tech 2024: Attitudes and Usage.
Travelers are largely happy with researching and booking key trip components. However, there is plenty of room for streamlining the process.
Here are 4 key findings from the report that highlight consumer attitudes towards tech and the booking experience:
- Mobile apps are not nearly as popular as websites for trip inspiration, researching and booking, and most users have frustrations with them.
- The primary uses for mobile apps are researching restaurants, checking in and getting transportation.
- Making it easier to use mobile apps but not requiring as much personal information could help further adoption, though travelers seem to have settled into their preferred uses of the web vs. Apps.
- Technology needs to help travelers save time and money while also adding to the travel experience.
- While travelers feel that technology does make travel easier, there is still room to improve efficiency.
- Generally, there is a preference for completing tasks like getting directions, booking transportation or checking in for flights/hotels digitally – specifically through apps rather than websites.
- Digital tools like facial recognition or self-service kiosks have yet to catch on for most travelers.
- Travelers are only willing to share personal information when they are confident it will result in meaningful customization and efficiencies.
- Travelers are willing to give up relevant personal information in order to get better recommendations. This includes their travel preferences and related searches they’ve done.
- Expectations from technology are only going to grow.
- There is a cohort of adults that started traveling when the only type of plane ticket available was on paper and issued by a travel agent. These travelers are delighted with the enhancements that technology has provided, because they remember a time when none of this technology existed.
- Younger travelers who don’t know a world without the internet are beginning from a different baseline. They have higher expectations of technology and while they have stronger usage, they also express more frustrations.
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