YouGov-旅游科技报告（英文）-2019.9-24页.pdf

1How technology impacts the way people book and go on vacationsTechnology in 2ContentsIntroduction Leisure travel in 2019 The role of technology in travel Smartphones as travel companions Profile:The travelers digital wallet Case study:HotelTonight Key findings 3IntroductionToday,travelers have the ability to review and rate virtually every aspect of their travel experience and prospective travelers base many of their purchase decisions on what others are saying.Consumer satisfaction plays a strong role in the evaluation of travel brands,and in order to build an authentic relationship with the modern traveler,these brands must understand how technology affects the travelers experience and satisfaction with a trip.Americans,now more than ever,are taking travel planning into their own hands.From researching trip activities to booking accommodations and flights,consumers now rely on a combination of the internet and social media to facilitate their planning.All this said,it doesnt mean that travel brands are completely removed from the equation.Brands in turn are able to serve millions of travelers every year through website and mobile transactions.of Americans intend to take a vacation of some type in 201964%This whitepaper profiles the modern leisure traveler and identifies emerging trends that are expected to drive growth and change in the industry.YouGovs Plan and Track data shows that the relationship between a brand and a traveler doesnt need to be solely transactional,meaning the relationship doesnt need to end when a vacation starts.Why?Individuals who intend to vacation and get away still want to stay connected on their trips.The data also reveals that travelers bring a number of personal devices with them,the most popular being smartphones.Travelers believe strongly that their phones can enhance,rather than detract,from the travel experience.As long as this belief holds firm,technology will continue to play a powerful role in how travelers interact with brands while on vacation and in the greater picture of customer satisfaction.Read on and learn more about how travelers choose their vacation destinations,who they bring with them on vacations,which activities they use their smartphones for on vacation,and the features they want most in a travel app.This paper also offers insights into travelers who make mobile payments while on vacation and examines the success of HotelTonight,a travel brand that went mobile-first with its business 401 I Leisure travel in 501|Leisure travel in 2019Six in 10(64%)Americans say they will go on a vacation in 2019,and that intent varies little with age.Every generation expresses a strong appetite for leisure travel.Just eight percentage points separate Millennialsthe generation especially likely to say they will vacationand the Silent Generationthe generation expressing the lowest intent.This narrow margin speaks to a greater point in YouGovs analysis:American travelers shouldnt be viewed solely through broad socioeconomic descriptors such as generational breaks or income.Simply because one household earns more than another does not necessarily indicate it will spend more money while traveling.American travelers do not skew significantly toward one demographic,but a few basic observations about this group include a tendency to be college-educated,younger,parents of children under the age of 18,and living in a household that earns more than$60,000 a year.Therefore,we must look at how Americans travel to draw actionable insights.This includes looking at the types of trips they plan to take,how they book and plan their trips,and finally,how they behave while on vacation.In 2019,the most popular vacation type among Americans is one where they visit family and friends(41%),followed by beach vacations(32%),sightseeing trips(28%),and trips to cities(23%).Millennial(1982-1999)Gen X(1965-1981)Baby Boomer(1946-1964)Silent Generation(1928-1945)67%65%63%59%Which generation wants to travel most?%in each generation who intend to take a vacation of some kind in 2019Who vacations and what kind of trips do they take?6What type of vacation is most popular for prospective travelers?%of US adults that intend to take or have taken the the following trips in 2019Visiting family/friends vacation41%32%28%23%18%15%15%13%12%12%Other vacation typesBeach vacationSightseeing vacationCity break Walking/hiking vacation Cruise vacationCampingShopping vacationResort based vacation01|Leisure travel in 7The importance of familyResearch finds that family is an important consideration in travel.Two in five(41%)prospective travelers say they will vacation to visit family and friends,the leading vacation type among these travelers.Family also plays a role when it comes to the people travelers bring with them on vacation.Within the last 12 months,51 percent of travelers say they vacationed with a spouse or partner.Another quarter(24%)say they traveled with their children and a fifth(20%)say they went with other family members,such as parents or grandparents.Just nine percent of prospective travelers vacationed on their own.There are some real-life implications to these findings,especially when it comes to the impact of family vacations.Brands can appeal to families by offering family packages and options to their offerings,being family-friendly,and crafting marketing campaigns around family messaging.A few travel brands stand out for the high rates of Satisfaction expressed by their customers.Travelers that bring their families along on vacation are more likely than the general population to be satisfied customers of travel brands such as VRBO,Airbnb,Thrifty,Great Wolf Lodge,and Norwegian Cruise Line.Whos coming with you on vacation?%of those who intend to take a vacation of some kind in 2019 and said they went with the following people on a trip last yearMy spouse/partner My childrenOther familyFriend(s)I went on my own Pets51%24%20%14%9%4%01|Leisure travel in 2019JetBlueSouthwestAir Canada AirlinesKLMAlaska AirThriftyNational Hertz Ground transportationUberEnterpriseGreat Wolf LodgeDisneyland/Disney WorldUniversal Studios Theme Parks AmusementNorwegian Cruise LineCarnival Cruise LineRoyal Caribbean CruisesCelebrity Cruises CruisesHoliday InnVRBOAirbnb AccommodationSatisfaction:Of which of the following brands would you say you are a satisfied customer?The data comes from YouGov BrandIndex.It is sorted by z-score and shows the significant differences in Satisfaction scores between those who traveled with family in the last 12 months and the general populationFour SeasonsM8Brand opportunitiesProspective travelers book vacations with family in mind but value remains king.Over a third(36%)of prospective travelers say overall value played a role in choosing their last vacation destination,marking it as the strongest influencer.This emphasis on getting the best deal may explain why airline and hotel loyalty programs have such a low rate of participation.Among people who say they will go on a leisure trip this year,just 37 percent indicated that they are a member of a hotel loyalty program and even fewer(24%)are signed up to a frequent-flyer program.The data indicates that there may be an opportunity for hotel brands to win over this group of prospective travelers by paying close attention to online reviews.Thats because 72 percent of individuals in this group consider cleanliness as an important factor in choosing a hotel accommodation,and rank it ahead of price(65%)and location(60%).All three of these points are often taken into consideration in online reviews,something 33%of prospective travelers say are important to their decision.And given at least a quarter of Americans book online through either an accommodation website(27%),a travel website(29%),or a hotels official website(31%),these websites can highlight a hotels cleanliness by allowing guests to rate or review that aspect of a room.The same logic applies to reviewing price and location.What matters most to people when choosing a hotel?%of those who intend to take a vacation of some kind in 2019 and say the following reasons are important in their hotel decisionOverall value for money36%31%31%30%Cleanliness PriceLocationRatingFacilitiesFriendly staffOnline reviews72%65%60%40%39%38%33%Factors that influence the destinations that travelers choose:%of those who intend to take a vacation of some kind in 2019 and say the following influenced their most recent choice in vacation destination01|Leisure travel in 2019Having friends/family in/near my vacation destinationThe temperature/climate of my vacation destinationLow 902 I The role of technology in 1002|The role of technology in travelDevice importance at each stage of travelThe travel sector has transformed dramatically since technologies such as laptops,smartphones,and tablets became prevalent,everyday tools in almost all aspects of society.Today,technology plays an important role at each stage of a travelers journeyfrom the planning and booking phases to check-in to the end of the travelers trip when they review their experiences.YouGovs analysis of travel trends shows that people rely on different technologies during the different stages of a vacation.To measure this,YouGov examined prospective travelers who either own or have access to the following technologies:computers,smartphones,and tablets.During the planning stages of travel,such as researching a vacation and booking flights and accommodations,at least seven in 10(70%)prospective travelers say they consider their laptop or desktop computer most important to completing those tasks.71%Importance of devices during each stage of travel:%of those who intend to take a vacation of some kind in 2019 and own/have access to a computer,smartphone,and tablet and who consider each device as the MOST IMPORTANT during each stage17%12%70%14%9%74%15%11%31%61%8%32%60%7%22%71%6%25%60%6%36%53%11%Once it actually comes time for individuals in this group to embark on their trips,smartphones take over as the top technology used.Smartphones overwhelmingly become more important to a traveler while checking into accommodations,boarding a flight,picking up rental cars,and booking activities while on a trip.Despite a tablets portability and large screen display,the device loses out to computers in terms of importance even while travelers are abroad.This shift in device reliance at different stages of travel indicates that brands should operate desktop and mobile-friendly websites as well as mobile apps.Apps become especially important when travelers shift to rely on their smartphones and both airlines and hotels can remain top-of-mind by incentivizing travelers to check in or use their apps at that stage of travel.Planning and researchBooking travelBooking accommodationsTravel check inAccommodationcheck inBoardingflightPicking up rental carBooking activities while on vacationLaptop or Desktop computerSmartphoneT1102|The role of technology in travelReliance on smartphonesTechnologys role in travel shows no signs of slowing down because peoples general attitude toward and reliance on certain technologies continues to grow.For example,58 percent of prospective travelers agree that they cant get around without their phone.And for many smartphone users,navigation apps such as Google Maps,Waze,and Apple Maps are everyday,essential tools.Not only do travelers rely on technology to keep them from getting lost,they also feel that certain devices can enhance the way they travel.Eight in 10(81%)prospective travelers agree that a smartphone can improve their travel experience.This may be why smartphones are the one technology nearly all travelers say they take with them on trips.Currently,82 percent of prospective travelers own a smartphone and of that group,at least nine in 10(92%)say they take it with them on vacations.Those who own the following technologies also say they bring their smartwatch(62%),tablet(55%),and laptop computer(44%).These sentiments not only cement technologys role in the travel industry moving forward,but also indicate consumer preference for technologies that have a positive effect on a travelers satisfaction with a trip or destination.That is,travelers bring their smartphones with them because they feel the device can help them get more out of their trips.The next section explores the different tasksranging from social activities to purely functional onesthat travelers say they complete using their smartphones.Which devices do travelers take with them?%of those who intend to take a vacation of some kind in 2019 and own the following technologies and who say they take it with them on vacationsSmartphoneSmartwatchTabletLaptop computerGPSPortable gaming device92%61%55%44%40%26%How do travelers feel about their phones?%in each group that agree with the following statements“I cant get around without my phone”“A phone/tablet can improve my traveling experience”58%53%81%75%Prospective travelersNat R1203 I Smartphones as travel 13The fear of missing out03|Smartphones as travel companionsThe analysis so far shows that Americans who have taken or intend to take a vacation in 2019 see many benefits to bringing their phones with them on vacation.Smartphones appear to be the essential travel companion because they provide functionality for social and trip-related activities.Eight in 10(83%)prospective travelers use their smartphones for social activities which include staying in touch with friends and family back home,posting to social media,and staying up-to-date with work.The modern traveler still feels a need to stay connected even while getting away.How do travelers use their phone to keep in touch back home?%of smartphone owners who intend to take a vacation of some kind in 2019 and say they use their smartphone for the following while on vacationKeeping in contact with people back home Posting to social mediaEntertainmentKeeping in contact with co-workers or work related e-mail47%36%23%62%This need to stay connected may be spurred by a fear of missing out on what is going on at home or at work.Indeed,at least three in four(77%)prospective travelers say they like being connected to people back home when traveling.A similar proportion(74%)among this group say that while they are away,having their phones with them makes them feel like they wont miss anything.Smartphones are capable of addressing this appetite to stay connected.How do people feel about staying connected on vacation?%of smartphone owners who intend to take a vacation of some kind in 2019 and agree with the following statements“I like being connected to people back home when Im traveling”77%74%“Having a phone or tablet makes me feel like I wont miss anything while Im away”14How travelers use their phones on vacation03|Smartphones as travel companionsTrue to their view on how phones can enhance the travel experience,more than nine in 10(94%)prospective travelers use their devices to help them complete trip-relat