Look for smart phones, social media and local search to soon have a massive impact on what travelers do and how they spend their money while on vacation, according to a new study from PhoCusWright Inc.
"Mobile technologies, social networks and location-based search are already having a huge effect on consumers’ trip planning. But the impact is going to be even more profound going forward as we reach a tipping point in the adoption of smart phones and tablet PCs," said Jon Schepke, President of SIM Partners.
SIM Partners, a Chicago-based interactive marketing agency, is a sponsor of the PhoCusWright study.
"These trends offer travel marketers new and cost-efficient ways of connecting with consumers before, during and after their trips," Schepke said. He added:
"Consumers will be able to access targeted information, promotions and offers when they need them most and are making decisions, so they are more likely to buy."
He cautioned that destinations, hotels and travel attractions should have a mobile marketing strategy in place now to adapt to the fast-changing digital landscape and ensure that they are well-positioned to take advantage of these opportunities.
"Those who move quickly to develop engaging and consumer-friendly mobile applications will gain a significant advantage in a very competitive marketplace," Schepke said.
Among the other findings in the report:
• Three in four active travelers use a mobile device while traveling. Two-thirds say they are likely to research, shop and book travel activities via their mobile devices.
• More than three in four active travelers cite traveler reviews and photos as very or moderately influential in choosing what to do. Nearly six in 10 cite user-generated video as influential and more than one in three cite content and promotions from companies.
• Consumers who spend the most on travel activities are the most influenced by web content such as interactive maps, blogs and social networks.
• One in two active travelers say they are likely to post comments to their social network. Four in 10 say they are likely to solicit advice from their social network.
"This study reveals that consumers are ready to embrace the mobile-social-local digital revolution," Schepke said. He added:
"The travel industry has just scratched the surface of the powerful marketing mojo being created by itinerary tools, location-based networking, interactive mapping and other technologies. The potential is massive for reaching the right travelers with personalized offers.”
The report found that US travelers last year spent a total of US$26.8 billion on tours, skiing, sports events, amusement parks, spas, museums, zoos, concerts and other cultural and recreational activities. That’s more than twice the amount spent on cruises and package tours, and nearly twice the amount spent on car rentals.
The study is called "When They Get There, and Why They Go."
By David Wilkening
