< See All Research
Traveler Technology Survey 2010
Analysts: Carroll Rheem
Report | Published: September 2010

"Your research and presentation proved to be a great investment."

US $995 · CA $1,239 • £655 • €876
Free For: Innovation Subscribers
  • Summary
  • Contents

Publication Summary

Travel companies spend millions each year on improving technology behind the scenes—but their ultimate goal is to shape how, what, and where travelers book. To influence these activities, companies need to know how their target audience uses technology and how new technology affects consumers' planning, purchasing, and sharing behavior. How do travelers use social networks to interact with travel companies? How many travelers have smartphones, and what do they use them for. Phocuswright's Traveler Technology Survey 2010 examines traveler adoption levels and attitudes toward new travel platforms, features, and functions powered by innovations in technology. The report further explores how today's travelers put these attitudes into action. Based on a consumer survey of nearly 800 online travelers in the U.S., Phocuswright's Traveler Technology Survey 2010 helps travel companies understand how consumers adopt and use new technologies and information sources so they can tailor their strategies accordingly. Report highlights include:

  • Examination of the most popular channels and information sources that consumers turn to when planning their travel, such as online travel agencies, general search engines, supplier websites, online social networks, and more
  • Analysis of typical travel booking behavior and methods, including supplier websites, online travel agencies, and offline purchasing
  • Detailed analysis of trends in mobile phone ownership, smartphone usage and adoption, and the activities that travelers perform on mobile devices
  • Discussion of online social networks and how usage impacts travel planning and sharing
  • Overview of website features that exert the most influence over travel purchasing decisions—traveler-generated content, interactive maps, photos and video, etc.
The rapid proliferation of new devices, platforms, and social networks is undoubtedly changing the way in which travelers acquire information, plan their trips, and communicate about their travel. Purchase Phocuswright's Traveler Technology Survey 2010 to keep abreast of travel technology trends and understand how your customers are connecting.

Table of Contents

32 Pages

Section 1: Overview, Methodology, and Research Highlights

Section 2: Channels and Features
Shopping Website Categories
Booking Channels
Annual Household Travel Spend
Influence of Website Features

Section 3: Online Social Networks and Travel-Related Communication Media
Communication Channels

Section 4: Mobile
Web-Enabled Devices
Mobile Device Ownership
Activities Performed via Mobile Phone

Section 5: Psychographics
Technology Adoption
Ability of the Internet to Service All Travel Needs
Use of General Personal Information
Reliance on Social Networks to Maintain Contact

Appendix: Demographics


Typical Website Categories Used for Travel Shopping, by Membership in Online Social Networks

Influence of Travel Information Sources, by Membership in Online Social Networks

Typical Travel Booking Methods, by Age
OTA and Supplier Booking Behavior by Key Segment
Annual Household Travel Spend by Key Segment
Website Features That Influence Travel Purchasing Decisions
Active Participation in Online Social Networks, by Age
Log-On Frequency for Social Networks, by Smartphone Usage
Social Media Activities
Communication Medium for Personal Travel Recommendations
Methods for Sharing Travel Experiences, by Smartphone Usage
Methods of Interacting with Travel Companies
Usage of Web-Enabled Devices
Ownership of Mobile Phone Types
Age Distribution of Smartphone Users
General Mobile Phone Activities
Travel-Related Mobile Phone Activities
Early Technology Adoption, by Age
Ability of Internet to Service All Travel Needs, by Technology Adoption
Tolerance of Use of General Information, by Age
Reliance on Social Networks to Maintain Contact, by Technology Adoption
Demographics: Age and Gender
Demographics: Household Size and Children
Demographics: Household Income and Education Level