A Phocuswright Special Project

Traveler Technology

Travelers’ embrace of technology continues to evolve

Contact us about becoming a sponsor: sales@phocuswright.com

In partnership with:

Sponsor Pivotal Research to Elevate Your Industry Standing

Lead the way in understanding travelers' satisfactions and concerns with technologies used in planning, booking and experiencing travel.

In past years, Phocuswright fielded Traveler Technology surveys in the US and Europe, plus a global study in 2019, focused primarily on measuring the rise of mobile device usage for shopping and booking and the influence of social media on destination and purchase decisions.​​

Nowadays, mobile devices are ubiquitous and the influence of social media on travel decision making is well understood. But travelers’ relationship with technology continues to evolve, with the latest tech-driven services and hardware devices delighting, frustrating and even unsettling travelers young and old.​​

This updated Travel Technology study will measure U.S. online travelers’ usage and perceptions of cutting-edge technology including generative AI, virtual and augmented reality, the Internet of Things, digital identity and robotics. It will aim to understand travelers’ satisfactions and concerns with the increasingly common technology used in planning, booking and experiencing travel today.​

⬇️ Scroll to see Research Objectives, Key Questions to be Addressed and the benefits of sponsoring like getting the data.

Research Objectives

As new technologies develop and find mainstream applications, travel brands must understand their customers’ attitudes and perceptions about the tools. They must reflect on whether consumers are willing to use the tech and how their purchasing decisions are impacted by their attitudes towards technology. 

This study will help the industry:​

  • Understand travelers’ awareness of, attitudes towards and motivations for using or avoiding certain technologies​
  • Uncover pain points and key challenges with increasingly popular technologies​
  • Understand which technologies are competitive differentiators​

Key Questions to be Addressed

The study will specifically answer:​

  • Where do travelers stand in terms of overall tech savviness?​
  • What are the barriers to technology usage for travelers?​
  • What are problems travelers are encountering that could be fixed with technology?​
  • What do travelers wish technology could do for them that it currently doesn’t do?​
  • What technology-enabled products and services are table stakes vs. competitive differentiators?​
  • What are travelers’ attitudes toward cutting edge technologies such as generative AI, virtual and augmented reality, the Internet of things, digital identity and robotics?​
  • How much do travelers trust these technologies? Why or why not?​

Click here for full sponsor benefits. Or contact us at sales@phocuswright.com

Phocuswright will work with you to align credible intelligence with your leadership position in traveler technology, while giving you access to proprietary research that assists with strategy, product and marketing positioning.

More than ever, travel businesses that don’t embrace emerging technologies are on a path toward obsolescence.

Through user surveys and proprietary research methodologies, this research will measure U.S. online travelers’ usage and perceptions of cutting-edge technology including generative AI, virtual and augmented reality, the Internet of Things, digital identity and robotics.

Email us at sales@phocuswright.com

In partnership with:

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Email us: sales@phocuswright.com


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