info@yougov.com 1How technology impacts the way people book and go on vacationsTechnology in travelinfo@yougov.com 2ContentsIntroduction Leisure travel in 2019 The role of technology in travel Smartphones as travel companions Profile: The traveler’s digital wallet Case study: HotelTonight Key findings 03040912161821info@yougov.com 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 traveler’s 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 doesn’t 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. YouGov’s Plan and Track data shows that the relationship between a brand and a traveler doesn’t need to be solely transactional, meaning the relationship doesn’t 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 strategy.info@yougov.com 401 I Leisure travel in 2019info@yougov.com 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 Millennials—the generation especially likely to say they will vacation—and the Silent Generation—the generation expressing the lowest intent.This narrow margin speaks to a greater point in YouGov’s analysis: American travelers shouldn’t 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?info@yougov.com 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 2019info@yougov.com 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 tra...
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