The Priceline Group (Booking.com, priceline.com, KAYAK, agoda.com, Rentalcars.com, and OpenTable), released the findings of its Intersection of Technology and Consumer Experiences survey. Aimed at discovering how technology is altering attitudes surrounding travel and dining, the survey revealed Americans’ desire for technology to transform how they experience the world. When asked how people would want to see technology take the friction out of travel, 42 percent said technology could solve the lengthy airplane boarding process, and, 41 percent would like to see technology help eliminate lost or misplaced luggage. The research also highlights generational-specific travel trends and advances in technology that Americans are seeking. Key findings include:
Advances in Technology:
- Paper and people free in 10 years?: Results revealed that 61 percent of Americans believe printing out paper copies of travel documents will be obsolete in 10 years, while 50 percent said asking a stranger for directions would be a thing of the past.
- Seamless experience and artificial intelligence (AI): When considering a trip, 54 percent expressed a desire for a single integrated app encompassing planning, booking and ticketing across all modes of transportation, and 40 percent want a virtual assistant that automatically makes recommendations based on interest.
- Mixed reviews on “black-hole trips”: As a testament to reliance on mobile, nearly 59 percent of respondents said that lack of access to cellular or internet connection would make them unwilling to visit a destination.
Millennial Travel Trends:
- Virtual reality for the “pre-experience”: Imagine your feet in the sand but from the couch. Almost half of millennials would use a virtual reality headset to preview a destination they are planning to travel to.
- Mobile as key to spontaneity: 89 percent of millennials indicated that mobile technology has made them more likely to book activities or excursions during a trip as opposed to in advance, compared to 72 percent of all respondents.
- Meals worth going cross-country for: Nearly a third (32 percent) of millennials indicated that they would travel more than a thousand miles for the best meal of their life.
With the travel season on the cusp of being in full swing, and the total number of international travelers growing year after year, an insightful new infographic by Koeppel Direct advertising called The Travel Guide to Destination Marketing, details the motivations and activities of the world’s travelers today.
Most travelers are employing social media, mobile technology, peer reviews, virtual booking sites, and the latest in mobile technology to plan, book, and fulfill the trip of their dreams. In essence, “word of mouth advertising” has been replaced to a large degree by shared imagery.