White Paper: Understanding the 21st Century Traveller

21st Century TravellerIn a follow-up to the Global Trends Report released earlier this month, we have released a new white paper authored by Caroline Bremner, Head of Travel and Tourism.

One of the most notable trends amongst 21st century travellers is an increase in online bookings. The US and Western Europe remained the largest online travel markets in 2012, with online travel sales reaching US$185 billion and US $170 billion, respectively.  These same markets will grow the least from 2012-2017. However, BRIC markets are each expected to grow between 10-20% during that same forecast period.

Mobile technology has greatly affected travel bookings and will continue to grow, driving the increasingly important real-time social conversation between the newest travelling consumer, the millennial, and consumers and travel brands. According to Pew Research Center, 81% of US consumers between the ages of 25-34 have smartphones and 37% own a tablet.  Marketing strategies must adapt to incorporate gaming, apps and user-generated content to reach this generation, since they are sceptical of traditional marketing.

– See more at: http://blog.euromonitor.com/2013/11/white-paper-understanding-the-new-21st-century-traveller.html#sthash.xGC8D5Na.dpuf

 

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