YouGov旅游科技报告英文2019924页

[e-mail]  1Howtechnol[e-mail]  2ContentsIntroductionLeisuretravelin2019TheroleoftechnologyintravelSmartphonesastravelcompanionsProfile:Thetraveler’sdigitalwalletCasestudy:[e-mail]  3IntroductionToday,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,whichactivitiestheyusetheirsmartphonesforonvacation,andthefeaturestheywantmostinatravelapp.ThispaperalsooffersinsightsintotravelerswhomakemobilepaymentswhileonvacationandexaminesthesuccessofHotelTonight,[e-mail]  [e-mail]  501|Leisuretravelin2019Sixin10(64%)Americanssaytheywillgoonavacationin2019,andthatintentvarieslittlewithage.Everygenerationexpressesastrongappetiteforleisuretravel.JusteightpercentagepointsseparateMillennials—thegenerationespeciallylikelytosaytheywillvacation—andtheSilentGeneration—thegenerationexpressingthelowestintent.ThisnarrowmarginspeakstoagreaterpointinYouGov’sanalysis:Americantravelersshouldn’tbeviewedsolelythroughbroadsocioeconomicdescriptorssuchasgenerationalbreaksorincome.Simplybecauseonehouseholdearnsmorethananotherdoesnotnecessarilyindicateitwillspendmoremoneywhiletraveling.Americantravelersdonotskewsignificantlytowardonedemographic,butafewbasicobservationsaboutthisgroupincludeatendencytobecollege-educated,younger,parentsofchildrenundertheageof18,andlivinginahouseholdthatearnsmorethan$60,000ayear.Therefore,wemustlookathowAmericanstraveltodrawactionableinsights.Thisincludeslookingatthetypesoftripstheyplantotake,howtheybookandplantheirtrips,andfinally,howtheybehavewhileonvacation.In2019,themostpopularvacationtypeamongAmericansisonewheretheyvisitfamilyandfriends(41%),followedbybeachvacations(32%),sightseeingtrips(28%),andtripstocities(23%).Millennial(1982-1999)GenX(1965-1981)BabyBoomer(1946-1964)SilentGeneration(1928-1945)67%65%63%59%Whichgenerationwantstotravelmost?%ineachgenerationwhointendtotakeavacationofsomekindin2019Whovacationsandwhatkindoftripsdotheytake?[e-mail]  6Whattypeofvacationismostpopularforprospectivetravelers?%ofUSadultsthatintendtotakeorhavetakenthethefollowingtripsin2019Visitingfamily/friendsvacation41%32%28%23%18%15%15%13%12%12%OthervacationtypesBeachvacationSightseeingvacationCitybreakWalking/hikingvacationCruisevacationCampingShoppingvacationResortbasedvacation01|[e-mail]  7TheimportanceoffamilyResearchfindsthatfamilyisanimportantconsiderationintravel.Twoinfive(41%)prospectivetravelerssaytheywillvacationtovisitfamilyandfriends,theleadingvacationtypeamongthesetravelers.Familyalsoplaysarolewhenitcomestothepeopletravelersbringwiththemonvacation.Withinthelast12months,51percentoftravelerssaytheyvacationedwithaspouseorpartner.Anotherquarter(24%)saytheytraveledwiththeirchildrenandafifth(20%)saytheywentwithotherfamilymembers,suchasparentsorgrandparents.Justninepercentofprospectivetravelersvacationedontheirown.Therearesomereal-lifeimplicationstothesefindings,especiallywhenitcomestotheimpactoffamilyvacations.Brandscanappealtofamiliesbyofferingfamilypackagesandoptionstotheirofferings,beingfamily-friendly,andcraftingmarketingcampaignsaroundfamilymessaging.AfewtravelbrandsstandoutforthehighratesofSatisfactionexpressedbytheircustomers.Travelersthatbringtheirfamiliesalongonvacationaremorelikelythanthegeneralpopulationtobesatisfiedcusto