The growth of mobile messaging has been remarkable, and
certainly undeniable. While mobile chat apps emerged as free, Internet-based
alternatives to comparatively expensive text messaging, numerous apps have
introduced a range of innovative features and functionality to include pictures
and video, commerce, brand marketing, customer engagement and more.
Phocuswright's Chat, Shop, Buy: Messaging as the New Traveler Medium examines the rise of
messaging and the opportunity for travel brands to leverage chat-based services
for customer engagement. This report addresses the target traveler segments for
chat-based travel planners and challenges in winning them over, as well as the
use of chat in hospitality for guest service and engagement and much more.
Research highlights include:
- The use of text and messaging apps among U.S. travelers
- The growing ecosystem of chat-based travel-planning services
- The role of bots, artificial intelligence and people in powering
- The future of chat and how it will – and will not – impact
Purchase Phocuswright's Chat, Shop, Buy: Messaging as the New Traveler
Mediumfor the essential information on how to leverage
messaging technology in your company.
Rise of Messaging
Travelers & Chat
Guest Experience: Getting the Message
This study focuses on mobile messaging, including text messaging (SMS) and Internet-based instant messaging services for mobile devices. This report uses “messaging” and “chat” interchangeably to refer to Internet-based mobile apps for instant messaging. It does not directly address all forms of messaging, such as in-app and mobile OS push notifications, email and other asynchronous communication services.
Chat, Shop, Buy includes new consumer research of 1,904 U.S. travelers on their use of messaging, based on Phocuswright’s U.S. Traveler Technology Survey 2015. Phocuswright also conducted interviews across a range of startups offering messaging services within travel, as well as established travel ompanies introducing chat-based services.