Identifying Early Adopters for Emerging Digital Travel Services

Whether you are a travel supplier or intermediary, understanding early technology adopters is essential for developing a comprehensive marketing strategy. Early adopters often represent a travel company’s best customers and exhibit early behavior which, in time, will likely become mainstream. Phocuswright recently completed study aimed at understanding the latest trends in U.S. consumer leisure booking behavior and experiences. The findings revealed that early adopters embrace emerging technology and services across the entire travel life cycle – from travel discovery to shopping, booking and throughout the actual travel experience.