info@yougov.com1HowtechnologyimpactsthewaypeoplebookandgoonvacationsTechnologyintravelinfo@yougov.com2ContentsIntroductionLeisuretravelin2019TheroleoftechnologyintravelSmartphonesastravelcompanionsProfile:Thetraveler’sdigitalwalletCasestudy:HotelTonightKeyfindings03040912161821info@yougov.com3IntroductionToday,travelershavetheabilitytoreviewandratevirtuallyeveryaspectoftheirtravelexperienceandprospectivetravelersbasemanyoftheirpurchasedecisionsonwhatothersaresaying.Consumersatisfactionplaysastrongroleintheevaluationoftravelbrands,andinordertobuildanauthenticrelationshipwiththemoderntraveler,thesebrandsmustunderstandhowtechnologyaffectsthetraveler’sexperienceandsatisfactionwithatrip.Americans,nowmorethanever,aretakingtravelplanningintotheirownhands.Fromresearchingtripactivitiestobookingaccommodationsandflights,consumersnowrelyonacombinationoftheinternetandsocialmediatofacilitatetheirplanning.Allthissaid,itdoesn’tmeanthattravelbrandsarecompletelyremovedfromtheequation.Brandsinturnareabletoservemillionsoftravelerseveryyearthroughwebsiteandmobiletransactions.ofAmericansintendtotakeavacationofsometypein201964%Thiswhitepaperprofilesthemodernleisuretravelerandidentifiesemergingtrendsthatareexpectedtodrivegrowthandchangeintheindustry.YouGov’sPlanandTrackdatashowsthattherelationshipbetweenabrandandatravelerdoesn’tneedtobesolelytransactional,meaningtherelationshipdoesn’tneedtoendwhenavacationstarts.Why?Individualswhointendtovacationandgetawaystillwanttostayconnectedontheirtrips.Thedataalsorevealsthattravelersbringanumberofpersonaldeviceswiththem,themostpopularbeingsmartphones.Travelersbelievestronglythattheirphonescanenhance,ratherthandetract,fromthetravelexperience.Aslongasthisbeliefholdsfirm,technologywillcontinuetoplayapowerfulroleinhowtravelersinteractwithbrandswhileonvacationandinthegreaterpictureofcustomersatisfaction.Readonandlearnmoreabouthowtravelerschoosetheirvacationdestinations,whotheybringwiththemonvacations,whichactivitiestheyusetheirsmartphonesforonvac...
