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TransformingtravelthroughmobiletechnologyTravelReport2017ResearchbyApadmi,aleadingmobiletechnologygroupTravelandtourismisnolongeraboutoperatorssimplyofferingholidaymakersflightsoraccommodation–thesectorisshiftingtowardsprovidingmorepersonalised‘experiences’.Thefamilythatwereoncehappywithjustpoppingintotheirlocaltravelagenttobookanall-inclusiveholidaypackagearenowlookingforamoretailoredtripbasedontheirlikes,pastbehaviourandpreferences.Between2011and2016,thevalueofonlinetravelbookingsincreasedby70%.In2016,50%oftravellersbookedtheirtriponlineviaamobiledevice,with80%ofthesedoingsoviatheirsmartphones1.Andathirdoftravellerssaytheywon’tbookahotelunlesstheyhavereadonlinereviewsfromotherholidaymakers.Thedigitaltransformationofthetravelsectorhasgivenconsumersalotmorechoice,andthey’renowdemandingmorefromtheentireholidayexperience.We’vebecomeagenerationofDIYtravellerswhowanttotailorandmanagethewholejourneytomeetourspecificneeds.Withsuchalargeproportionofconsumersdemandingmorefromtheirholidays,itisvitalthatcompaniesoperatinginthetravelsectortakenote,anddevelopthekindofexperiencetheircustomersnowexpect.That’swhywecommissionedthisreporttofindoutwhatconsumersnowexpectoftravelagentsandoperators,andwhatthesebusinessesneedtodotomeettheseeverincreasingexpectations.Whywe’vecreatedthisreportKeyfindingsPart1:HowconsumersplantheirholidayPart2:TravellingtoyourdestinationPart3:Earningthecustomer’strustConclusion020304121719CONTENTSWhywe’vecreatedthisreport1’swhatwefound.4%9%48%21%Numberoftravellersthatwouldliketouseinteractivetechnologysuchasaugmentedreality(AR)andvirtualreality(VR),sotheycanviewthedestination,hotelortransportbeforetheybookanythingAmountofpeoplewhowouldliketoseemoreuseofartificialintelligence(AI)anddigitalchatbotsinthebookingprocess41%55%HowconsumersplantheirholidayPARTONENosurpriseshere;ourresearchconfirmswhatwealreadyknow-themajorityofpeoplegettheirholidayinspirationthroughonlinesearches,ratherthangoingintoahighstreettravelagent.Holidaymakersaremovingawayfromhigh-streettravelagentsWhatdidsurpriseusthough,wasjusthowfewpeoplenowgotothehighstreet.Just9%ofpeoplewouldvisitatravelagenttohaveaface-to-facediscussionabouttheirtraveloptions.41%39%Ifwelookatthesituationbasedonagegroups,youmightexpectthatthepicturewouldbecompletelydifferentbetweenolderandyoungertravellers.Butinfact,thisisnotactuallythecase.Onlinesearchesarethepreferredmethodofgatheringholidayinspiration,asopposedtovisitingahigh-streettravelagent,amongstallagegroups–youngandold.Thishighlightstheimpactthattechnologyhasalreadyhadonthetravelsector,andthedeclineofthehighstreettravelagent.10Peoplewhowouldvisitahighstreettravelagent,byagegroup4%18-24yearolds25-34yearolds35-44yearolds45-54yearolds55-64yearolds65andover02012%8%6%9%18%Sohowdopeoplesearchfortheirholidays?prefertonarrowdowntheirsearchesbysearchingthewebsitesofindividualhotelsandresortsthemselvesofholidaymakersopttosearchonlinethroughatravelagent’swebsiteOnlinetravelagentWhereas,perhapssurprisingly,oldertravellersprefertohavemorefreedomtotailortheirholidaysdirectlytotheirneeds.Thisgroupwouldactuallybemorelikelytoconducttheirsearchesthemselvesbyvisitingeachindividualhotelandresort’swebsitesotheycanpickouteachelementseparately:18-24yearolds25-34yearoldsIndividualhotelwebsiteOverhalf(52%)oftravellers65andoverwouldvisiteachindividualwebsite44%of55-64yearoldswouldconducttheirsearchesinthisway55-64yearolds65andoverIndividualhotelwebsiteThemaindifferencebetweentheagegroupsissimplythetypesofcompanieseachgenerationtendstousewhensearchingfortheirdreamholiday.Youngertravellersprefertonarrowdowntheirsearchesbybrowsingthroughatravelagent’swebsite:40%53%29%36%44%52%So,youngstersprefertolookforholidaysthroughtravelagents,whereasolderholidaymakersprefertolookaroundandresearchindividualhotelstheyalreadyknowof.Whatdoesthismeanfortravelagentsandhoteliers?Oneconclusioncouldbethattheyoungerholiday-goerhaslesstime,moneyandexperienceSUMMARYinbookingholidayswhencomparedtoholidaymakersovertheageof55.Thedatawouldsuggestthatwiththeover55grouppreparedtospendmoretimelookingatindividualwebsites,they’relookingforamorepersonalisedexperience,ra