TripAdvisor Reveals Top Travel Trends for 2016 According to Annual TripBarometer Study

Trip AdvisorOn 15th December TripAdvisor today announced the results of their TripBarometer study, the world’s largest accommodation and traveller survey, highlighting key travel trends for 2016.

Conducted on behalf of TripAdvisor by independent research firm Ipsos, the TripBarometer study is the analysis of more than 44,000 survey responses from travellers and the hotel sector worldwide. The TripBarometer “2016 Travel Trends” report presents a snapshot of the travel landscape for 2016, revealing US domestic and global travel trends.

“This year’s TripBarometer shows that U.S. travellers continue to recognize the importance of treating themselves to travel,” said Barbara Messing, chief marketing officer, TripAdvisor. “With one third of survey respondents planning to spend more this year, we expect to see even more travellers checking both domestic and international destinations off of their wish lists.”

U.S. Travel Trends of 2016

Seventy-eight percent of U.S. travellers plan to spend more or the same in 2016, which is the third largest annual travel budget among countries globally:

Top 10 Markets that Intend to Spend the Most in 2016

(average of all countries after conversion into USD)

1 Australia $ 10,900
2 Switzerland $ 10,100
3 United States $ 8,400
4 United Kingdom $ 8,300
5 New Zealand $ 8,000
6 Canada $ 6,500
7 Austria $ 6,400
8 Germany $ 6,300
9 France $ 6,000
10 Argentina $ 5,900

Top Reasons U.S. Travellers Will Spend More on Travel in 2016

  • Because they/their family deserves it (46%)
  • Going somewhere on their wish list (46%)
  • Going on more long trips (38%)
  • Longer length of trips (34%)

U.S. Baby Boomers plan to spend $10,600 on travel in 2016, twice as much as Millennials ($5,300). This is higher than the global averages – $8,700 and $2,900, respectively.

Ninety-six percent of U.S. travellers are planning a domestic trip in 2016 compared to the global average of 90 percent. Seventy-two percent are planning an international trip, which is slightly lower than the global average of 85 percent.Top Reasons U.S.

Respondents Choose Travel Destinations

  • Culture of the destination (50%)
  • Recommendations from family and friends (36%)
  • Events (34%)
  • Special offers/packages at hotel or accommodation (27%)

When selecting accommodations, cost is the key consideration for travellers in the U.S. – 94 percent of respondents named price as the most important factor when booking the accommodation for their last trip. Accommodation ratings (90%), TripAdvisor reviews (89%), proximity to attractions (86%) and dining options (79%) also ranked high on the list.

Germans, on the other hand, are more likely to find travel inspiration from their favourite documentary with 26 per cent revealing they have chosen to visit a destination simply after seeing it on screen.

Americans and New Zealanders are far more practical, however, choosing their final getaway locations in accordance with events they have to attend.

U.S. Traveller Quirks

The Top 5 Things U.S. Travellers Won’t Leave Home Without

  • Toiletries (77%)
  • Smartphone (74%)
  • Camera (57%)
  • Clothing for special occasions (56%)
  • Adaptor (51%)

U.S. travellers rank as the fourth most “germophobic” in the world, with 37 percent listing hand sanitizer as a travel essential, compared to 23 percent globally. They value their beauty rest as well – 13 percent bring their own pillow, higher than the global average of six percent.  37 per cent of British survey participants named their must-have travel essential as an e-book.

Meanwhile, Indonesian, Argentinian, Malaysian, Chinese and Mexican travellers are the top five nationalities most likely to pack an extra suitcase when they take a trip – likely, to ensure they have plenty of space to transport their shopping haul.

And though Indonesians may be most likely to be spotted sporting wearable technology, 12 per cent of Chinese travellers revealed they were also careful not to leave home without it.

But only two per cent of Italians would be caught trying out the tech trend.

Amenity Deal Breakers

Certain amenities will make or break a hotel’s chances of earning a booking. U.S. travellers expect more for less, and will book elsewhere if an accommodation does not offer:

  • Air-conditioning (70%)
  • In-room Wi-Fi (42%)
  • Parking (38%)
  • Safe deposit (25%)
  • Breakfast (24%)

A third of all Thai, Indonesian and Indian travellers say that they are planning to try an adventure holiday for the first time in 2016, while one in six Indian millennials refuse to book a hotel without gym facilities.

And the most frequent flyers? Ten per cent of all jet-setting Swiss travellers polled revealed that they were planning on taking more than 10 international trips in the next year, making them the most likely nationality to accrue some major frequent flyer points.

But don’t expect them to be using those miles to visit family members abroad.

New Zealanders are the most likely to fly across an ocean to visit family, with 30 per cent saying they’d choose a destination to spend time with their next of kin.

In contrast, Russian, Austrians and Thai are the least likely to do so. Only four per cent said they’d select a destination for this reason.

TripAdvisor summaries the report into 6 key travel trends:

Trend #1 – Seeking new experiences

In the coming year, travelers of all ages will seek out things they haven’t tried before, from cruises to solo travel and more.

  • Globally, 69% of travelers plan to try something new in 2016.
  • 1 in 5 global travelers said they would try a cruise for the first time next year.
  • 17% will try solo travel for the first time in 2016; 15% will try adventure travel for the first time.

Trend #2 – Spending more because it’s “worth it”

Worldwide, travelers are open to spending more in 2016 than they have in the past—and not just because of rising costs.

  • 1 in 3 travelers (33%) are planning to spend more on travel in 2016 than they did the previous year.
  • Among those who plan to increase their travel budget, 49% said they will do so because “because I or my family deserve it.”
  • 31% said they would spend more on travel because “it’s important for my health and well-being.”

Trend #3 – Choosing destinations based on culture, special offers

Today’s travelers choose destinations for a number of reasons, including special offers from accommodations.

  • Globally, 47% of travelers say they have visited a destination because of the culture and people of the specific country.
  • 1 in 5 travelers (21%) have chosen a destination because a hotel had a special offer or package.
  • “TV tourism” is on the rise: 1 in 5 global travelers have visited a destination because they saw it on a TV show.

Trend #4 – Staying cool and connected

Among the amenities that travelers will look for when they book an accommodation in 2016, air conditioning and WiFi stand out.

  • Globally, 63% of travelers said air conditioning is a must-have when choosing a place to stay. That makes it more of a deal-breaker than breakfast (40%) or a swimming pool (26%).
  • 46% said free in-room WiFi is a must-have amenity—meaning that, if an accommodation did not provide it, they would look elsewhere.
  • 26% of travelers said that they require an accommodation that has super-fast WiFi; 11% are willing to pay extra for this service.

Trend #5 – Rising room rates (and optimism)

Many accommodations plan to raise their room rates next year, while the majority of hoteliers say they’re optimistic about profitability in 2016.

  • Nearly half of hoteliers globally plan to increase room rates in 2016 (47%).
  • Most accommodations are increasing rates to compensate for increased overhead costs (65%), although more than a third are increasing rates because of recently completed renovations (37%) or because of increased demand (35%).
  • 3 in 4 business owners are optimistic about profitability in 2016. The majority of those who are optimistic say it’s because of local events and conferences taking place in their markets next year (65%).
  • 91% of hoteliers see increasing direct bookings as key for the future of their business.

Trend #6 – Managing reputations online

Online presence remains important: In 2016, businesses will be keeping a close eye on what people are saying about them on the web.

  • 93% of hoteliers said that online traveler reviews are important for the future of their business.
  • Online reputation management is still the biggest area of investment for accommodation owners in 2016, with 59% investing more in this area than they did the previous year.

For additional information about the TripBarometer, please visit: tripadvisor to download the global report.

Source: TripAdvisor Reveals Top Travel Trends for 2016 According to Annual TripBarometer Study Nasdaq:TRIP

Travel trade leads the way in ‘moment’ marketing

The travel industry is leading the way in the new marketing buzzword, ‘moment’ marketing, according to research.

A recent Warc and Deloitte 2016 Toolkit highlighted ‘moment’ marketing – where data and technology are used to identify brief marketing opportunities – as the number one trend for next year.

And moment marketing firm TVTY claims the travel sector is already using the most sophisticated ‘moment’ marketing strategies.

Online ‘moment’ marketing campaigns are triggered by offline events including sport, TV programmes, adverts, financial events and the weather.  TVTY says it’s about connecting with people at the key moment when they reach for their phone or laptop or use social media.

Its research found that 64% of digital marketers in the travel industry were going to allocate more budget to moment marketing in 2016.It also found 29% use both their own TV and competitor’s advertising to trigger campaigns and 43% use travel metrics (such as public transport delays) to launch ‘moment’ digital campaigns.

Antoine de Kermel, UK MD of  TVTY, said: “Travel is a highly competitive space online. There is a lot of innovation in digital marketing, and travel has been an early adopter of moment marketing. We see travel marketers using a lot of triggers to target consumers, but, as you might expect, weather is a very popular trigger.

“People are much more likely to book a getaway when the weather suddenly turns bad, or when another transport delay drives commuters to pack their bags for a carefree week in Barbados.”

An interesting trend we’re seeing, specifically from travel companies, is a desire to use new sources of data – like flight delays – as a trigger for digital campaigns. For example, a popular airline might want to launch a campaign, which highlights its own punctuality whenever its nearest competitor is facing delays.”

You can access their latest white paper here.

Source: Travel trade leads the way in ‘moment’ marketing

How Terrorism Is Impacting the Travel Industry | Travel Agent Central

A new study from the Chief Marketing Officer (CMO) Council’s GeoBranding Center and AIG Travel reports one in four travellers has changed vacation plans in the past year due to global or local safety, security or health concerns, with terrorism activity topping the list of reasons tourists will avoid travel to certain destinations.

Data for the report, entitled “How Global Voices Shape Travel Choices: The Impact of Consumer Apprehension on Travel Intention,” was collected from more than 2,000 American, European and other global travellers worldwide during October 2015 via an on-line survey by the CMO Council and Travelzoo.

58 percent of the traveller surveyed were female, and the majority of respondents were over the age of 45. 55 percent were residents of the U.S. and Canada, 16 percent lived in the United Kingdom and 23 percent lived in Germany. Other respondents lived in countries throughout Europe and the Asia-Pacific region. In addition to the study, the CMO Council also interviewed travel industry leaders, including senior travel and destination marketing officials at Kenya Airways, Turkish Culture and Tourism, Air Arabia, Malaysia Airlines, Sao Paulo Tourism, the German National Tourist Office, Israel Ministry of Tourism and others.

Have Travellers Changed Plans Due to Safety Concerns?

The study aimed to gather information on consumer views and areas of concern that lead travellers to alter their travel plans and intentions, including terrorist attacks, natural disasters, disease outbreaks, regional conflicts, political upheaval, crime and violence, civil unrest, plane crashes, and cruise line accidents or food safety issues. According to the survey, more than 60 percent of survey respondents report that turmoil, health hazards or active conflicts could sway or deter their travel to a specific country or region. That figure is higher than the impact shown by other research conducted by major travel industry organizations over the past month.

For example, a set of studies by the Global Business Travel Association (GBTA) showed that business travel in Europe “remains resilient” following November’s terrorist attacks in Paris and threats in Brussels. Three-quarters of European business travel buyers said that their company’s travel within Europe remained largely unaffected by the attacks in a GBTA poll. A GBTA poll of U.S.-based travel buyers showed similar results, with 57 percent of respondents reporting “no change” and another 16 percent reporting “slight reductions” in their company’s travel to Europe.

Additionally, at the recent United States Tour Operators Association (USTOA) conference in Chicago, when discussing the recent terrorist attacks the USTOA executive committee said that their companies would only modify their itineraries following careful consideration.

The Survey’s Most and Least Safe Travel Destinations

The CMO report also surveyed consumers on which destinations they rated as being most and least safe. Australia and New Zealand were high on the list of safest destinations, as well as islands in the Pacific and Western Europe. More than 62 percent of travelers would like to visit Australia and New Zealand, as both countries showed a zero rate of travel concern or anxiety in the study. 10 percent or less of respondents wanted to visit North, Central or West Africa and the Middle East. 20 percent, however, said they would visit Southern Africa. A few survey participants also said Antarctica, Iceland, Greenland and the Arctic were desirable destinations.

Top Five Reasons Cited for Altering Travel Plans

The top five reasons cited in the study for avoiding travel to certain destinations include:

  • Terrorist activity (77 percent)
  • Military conflict or fighting (59 percent)
  • Outbreak of disease or health risks (46 percent)
  • High incidence of crime (25 percent)
  • Political upheaval (25 percent)

Ebola was cited as the number one infections disease that travellers worry about.

In terms of trusted sources of travel safety information, 55 percent of respondents rely on government agencies and law enforcement alerts, while 36 percent believe trusted information comes from news media and travel journalists. These sources were followed by friends and family (34 percent), third-party crowd-sourced travel rating sites (25 percent), and social media networks (17 percent).

Worldwide, the United Nations World Tourism Organization’s Tourism Barometer showed international tourist arrivals grew by 4.3 percent in the first eight months of 2015, with especially strong growth in Europe, a region named by CMO survey respondents as one of the safest travel destinations.

Source: How Global Voices Shape Travel Choices: The Impact of Consumer Apprehension on Travel Intention

Source: How Terrorism Is Impacting the Travel Industry | Travel Agent Central

Travel and hospitality companies have made good progress in the journey to digital maturity – new report | Econsultancy

More than a third (35%) of travel and hospitality organizations classify themselves as ‘digital disruptors’, and a further 48% describe their organizations as ‘fast followers’, according to research published today by Econsultancy and Adobe.

Additionally, over two-fifths (43%) of companies in this sector say they have a ‘central, integrated function dedicated to digital transformation’.

A global survey of nearly 200 senior digital marketing and e-commerce executives working for companies in the travel and hospitality sector found that the rise of digital-only companies and the sharing economy are top of mind when it comes to competitive and environmental pressures, and are important factors in driving companies to optimize and sometimes redefine their proposition and services.

The Digital Trends in the Travel and Hospitality Sector report also found that companies in this sector have really grasped the importance of mobile and are more focused on this business imperative than their counterparts in other industries, placing mobile at the heart of the customer journey.

Two in five (41%) companies agree that they are ‘mobile-first’, and almost two-thirds (63%) say that they have budget specifically allocated to mobile experimentation over the next 12 months.

The research has also revealed that the vast majority (82%) of companies are attempting to build a 360-degree view of customers in order to communicate to them more effectively. Three-quarters of responding companies (75%) say they have a data analytics strategy, but a significant proportion of these say (44%) that this strategy isn’t multichannel.

According to Mohammad Gaber, Head of Industry Strategy & Marketing, Travel & Hospitality at Adobe:

“The results of this research point to a technology, cultural, people and process transformation that is occurring in this sector. With focused integrated transformation functions, increasingly mobile-first posture and formalized data analytics strategies, it’s clear that progress is being made.

“However, significant opportunities remain, including a greater omnichannel data view, enhanced collaboration across marketing / technology teams and, importantly, the delivery of multichannel personalization.

”Other key findings include:

  • ‘Customer experience’ is the area where companies are most likely to be focused in the context of developing their digital capabilities over the next 12 months.-) More than a third (38%) of responding organizations say they are committed to the use of digital at their physical locations while a further 26% say they have carried out pilots.
  • Although virtually all companies claim to be doing some kind of personalization, only 30% say they are carrying out multichannel personalization based on digital and offline data.
  • Just under two-thirds (64%) of organizations say that their own data (first-party) is very effective for helping them to drive return on investment from marketing activities.
  • Social media platforms are the technology area where companies are most likely to be prioritizing investment over the next 12 months.

To get this report:

Source: Travel and hospitality companies have made good progress in the journey to digital maturity – new report | Econsultancy

Biometrics Might Help Make Your Future Travel Experience Better, But Can You Trust Them? – Forbes

Airlines in the future could feature seating sections arranged by function – families, business travellers, sleepers and those who want to watch or listen to entertainment – and lots of new technologies like biometrics and robotics that could make negotiating the travel process a whole lot easier.

But even many of those people who dare to dream of such refinements to the currently hassle-filled and and uncomfortable world of travel are sceptical about the technologies that could play a key role in making them possible.

Biometric identification systems like this Dermalog fingerprint scanner are increasingly being adopted worldwide for functions as diverse as banking and elections. Could they make the travel process smoother?

A number of airlines, hotel companies, rental car agencies, restaurant chains and other travel service providers – and the technology firms that support them – are tinkering with biometric technologies that could allow them not only recognize individual travellers so that they can pass through security checkpoints with ease but also perhaps be assigned the exact type of rental car they prefer, or have their hotel room arranged and equipped exactly as their preferred auto. Being able to provide those special touches without consumers having to request them or make special arrangements is seen by some travel industry marketing experts as the Holy Grail of revenue- and loyalty-enhancing techniques.

But results of an intriguing survey conducted recently by Boxever show both great longing among travellers for a smoother, more human and less frustrating travel experience – and deep cynicism among those same travellers that such improvements in the travel process will come about, or even be worthwhile. Boxever, based in Dublin, Ireland, is a predictive analytics and marketing advisory company that specializes in studying consumer’s interaction with travel companies.

For example, in Boxever’s recent survey of more than 500 travellers: 57% said airline cabins of the future would be improved by segregating travellers by the nature of their travel.  Business travellers would be seated together. Families travelling together with children would be seated in their own section. Those who wish only to sleep would be segregated from the rest. And those who want to watch movies or TV, or listen to music would have their own seating section.

55% said the use of biometrics such as fingerprints and retina scans for check-in, passing through security checkpoints and boarding would make the entire travel process smoother and easier.  Nearly a third – 31% – said the use of robotics would make the check-in, security and boarding processes better.

38% said the travel process would be improved by the use of self-driving cars that would drop off and pick them up at the terminal doors.

Yet:  Fewer than half of those same survey respondents say they trust airlines and other travel service companies to properly handle, store and protect their unique identifying biometric information such as fingerprints and retina patterns. As a result, concern about the protection of their biometric data is shaping up to be a major hurdle that travel service companies will have to overcome if they are to succeed in offering much more customized travel experiences – and generating extra revenue as a result.

Of that majority who are uncomfortable with the idea of airlines having and using their biometric information, two-thirds said they simply don’t trust airlines to handle such sensitive data. 56% said they are not comfortable with any company handling their biometric data.

And nearly half – 49% – of those who are uncomfortable with airlines’ use of biometrics said they are sceptical that the use of biometrics would actually improve the travel experience in the first place.

Perhaps most surprising, millennial travellers – those between the ages of 19 and 33 – are the most cynical when it comes to airlines potential use of fingerprints, retina scans, facial recognition software and cameras, and other biometric identification technologies. One might assume that millennials, who have never lived in a world without the Internet, who grew up using cell phones and playing complex video games, and who today tend to post lots of information about themselves and their thoughts online would be most comfortable with the use of biometric technologies.

Instead, 51% of this most tech-savvy of the groups surveyed said they are wary about potential security lapses among travel companies that would expose their data to hackers or others who would use it in harmful ways.

Source: Biometrics Might Help Make Your Future Travel Experience Better, But Can You Trust Them? – Forbes

One Image Tells You Exactly How Millennials And Centennials Travel

With millennials on average spending more than any other generation on travel, visual search, insights, rights management and publishing solutions provider Chute recently conducted a survey in an effort to illuminate the generation’s travel habits.

Chute surveyed 200 millennials (aged 18-34) and centennials (aged 13-17) about what inspires their travel as well as how they share and consume travel-related content.

While unsurprisingly, social media is the No. 1 source of travel inspiration for millennials, more than half of surveyed centennials indicated that in-person recommendations were their top source. Based on Chute’s survey, millennials also rely more heavily on destination websites, travel agents and print media for inspiration, whereas centennials get more inspiration from travel television ads.

When it comes to consuming travel content, both generations can agree on social media, with Instagram, Facebook and YouTube leading the way. Keep in mind that centennials tend to prefer Instagram to Facebook, and vice versa for millennials.Pinterest, Snapchat, Tumblr and Twitter are also popular means of consumption.

As expected given their travel-related content consumption habits, Instagram has emerged as the preferred sharing method for centennials, with 45 percent indicating they are most likely to share through the photo-based social networking service.Meanwhile, 63 percent of millennials said they are most likely to share their travel experiences on Facebook.

Interestingly, while centennials are slightly more likely to share their travel experiences after their trip than millennials, the latter generation is more likely to share during their trip.

“This study indicates how they [millennials] choose where to travel is very different than previous generations and many standard marketing approaches will fall flat,” said Chute co-founder and CEO Ranvir Gujral in a statement. “Destinations that wish to reach these travelers must adjust their marketing strategies to include a strong social component and work to understand both the content and platforms most important to them in order to be successful in the near and long term.”The following infographic courtesy of Chute provides additional insight.

Source: One Image Tells You Exactly How Millennials And Centennials Travel | TravelPulse

The Travel Marketing Store wishes you a very Merry Christmas and offers a gift of a free Skift report

We are delighted, with our partner, Skift, to offer all our readers a gift in this festive season.

The Travel Marketing Store has partnered with travel intelligence company, Skift, to offer our readers exclusive access to a report that covers The Rise of Location Data in Travel. For a limited time, receive complimentary access to a 25+ page analysis ($245 value).

Get Your Free Report


This report investigates tactics that destination marketers are testing to use the wealth of location data in new ways to attract, assist and understand their target customers.  The techniques range from new tools to feature and promote local businesses, new opportunities to use location-tagged content to understand traveller behaviour, marketing campaigns using location-aware social media sites and new ways to use features of the ever-popular Google Maps interface.

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The Millennial business traveller: Boxever

Millennials — all 83 million of them — represent the largest marketing population of all time.  They were consumers even before they could walk and grew up extremely brand conscious and willing to spend the money necessary to keep up with their peers and idols.

To them, consumerism doesn’t support a lifestyle, it is a lifestyle.Now that they’re in the business world, Millennials represent a significant targeting opportunity for travel marketers that understand them.

By layering basic Millennial behaviours over their business travel needs, you can leverage their preferences and priorities into higher business travel conversion and booking rates. How are Millennial business travellers different from business travellers in other age groups?

First of all – there are so many of them!  As Millennials take over the baby boomers as the largest employed population (right now there are more 22 year olds in the U.S. than any other age segment), their business travel needs will continue to increase.  Millennials also grew up with expectations other business travellers don’t have.   They expect to be able to use technology to speed their way through their own lives. They understand how airlines and travel providers can and should use technology to make their travel experiences easier.   And they’re comfortable making all their arrangements themselves, including flight changes and upgrades, seat assignments and hotel reservations.

Those that travel on business a lot become very savvy about how industry pricing works and know how to take advantage of excess inventories.  Self-assured, they have no trouble making spontaneous, last minute decisions, too.   Millennials choose convenience and service over price.  While they may be price savvy, Millennials aren’t particularly frugal.   Especially when it comes to convenience.

A recent FlightView® survey on Millennial travel habits revealed that 70% of respondents would be willing to pay more for a direct flight from their local airport and of that number, two-thirds would pay 10-15% more and nearly a third would pay 16% more.  The same survey cites that nearly 60% of travellers would be willing to pay more for ancillary conveniences including priority baggage claim (37%), curbside rental car pick-up (35%) and the option to temporarily check baggage at the gate so that they can freely dine and shop (40%).

That’s not to say that Millennials spend carelessly.   They consider themselves informed consumers and don’t like to feel like they’re being taken for a ride.   But as long as they associate a better experience with the service being provided, they don’t mind paying extra.   Meeting the Millennial business travelers’ psychological needs.

A national leadership consultant reports in a March 2015 Entrepreneur Magazine article that the #1 reason that Millennials leave companies is that they don’t feel valued and respected.  We can deduce therefore that the more a travel provider can do to demonstrate to Millennial business travellers that their patronage is recognized and valued, the more loyal they will likely become.

Giving them the same room they had before, asking if they’ll be making the same connections while booking flights and giving them a complimentary beverage on the return trip home reinforce their need to be recognized as well as their need to feel they belong right where they are.Every Millennial business traveller will spend a significant amount of money over the course of his or her career.

Travel providers that understand Millennial business travellers’ behaviours and priorities, and respond pro-actively with offers and services that support them, will win their loyalty and increase each traveller’s lifetime customer value.

Source: Millennial business traveler

Let’s get personal: Smart technology redefines tailor-made travel –

Smart technology is transforming the tourism industry with personalized services that suggest richer and more enjoyable experiences suited to a traveler’s individual preferences, reveals the WTM Global Trends Report 2015, in association with Euromonitor International released at World Travel Market London.

Using mobile technology and big data analytics, companies are now able to suggest interesting activities for travelers at their location, reveals the report, which is celebrating its 10th anniversary at WTM London 2015.wtm png

For example, the TripAdvisor Apple Watch app can send a push notification at lunchtime with information about the highest-rated restaurant nearby. The next step will be tailoring the service to travelers’ personal tastes.  Google Now is aiming to proactively bring consumers information before they ask, based on their past behavior, with geo-localization keeping suggestions locally relevant. The key lies in providing “context-aware information in the moment that matters”, according to Google UK Sales Director, Bernd Fauser.

OTAs such as and Expedia, are currently working on customers’ preferences to increase booking conversions, and they will move to personalized mobile services next.  World Travel Market, Senior Director, Simon Press said: “The opportunities that smart technology offers travel companies are endless and we have only scratched the surface.  It won’t be long before personalized suggestions – created from cross-checking consumers’ preferences and current location with online inventories of local travel services and activities – will become the norm.“

Euromonitor International, Head of Travel, Caroline Bremner said: “Companies now have the possibility to collect a wealth of information about consumers that was previously unavailable to them – usually referred to as big data – and this is leading to offers of more personalized experiences.“A gradual shift to one-to-one marketing in travel will be evident, with each consumer treated in a different way in terms of the overall marketing mix including pricing.”

Mobile travel sales reached US$96 billion in 2014, accounting for 12.5% of global on-line travel sales, according to Euromonitor International. They are forecast to record a strong compound annual growth of 22% over the period 2014-2019.

Download the report

Source: Let’s get personal: Smart technology redefines tailor-made travel –