Research: How do technology and deals influence travelers in booking holidays
Technology is transforming your travel experience, findings show, in a way that makes it even more accessible and frequent, PRNewswire notes in the following report:
According to new study – entitled "What's Changing the Way You Travel Today" – undertaken by the CMO Council's GeoBranding Center and AIG Travel, today's diverse leisure travelers are smarter, more informed and better prepared than ever before. Beliefs, values and interests are influencing where, how and why people travel. Technology and service innovations are making it easier and cheaper to discover, reach and enjoy travel destinations. While deals, specials and promotions are driving desire and action, visually enriched and personalized digital content channels are making travel experiences more alluring and exciting.
Download report at: https://cmocouncil.org/thought-leadership/reports/whats-changing-the-way-you-travel-today
The research, focused around a survey of more than 2,000 leisure travelers by Pollfish this summer, yielded some notable statistics. Almost half of those polled say the Internet and device connectivity makes travel better. A further 42 percent believe technology innovations and advancements across all modes of travel have improved the experience, and 38 percent say these tech advancements have helped them find deals, discounts and destinations more easily.
More than 51 percent of travelers surveyed admit that great deals and discounts are what prompts them to make a travel booking. Easier, do-it-yourself travel planning is also a major factor for 32 percent of travelers. Other influences are referrals from family and friends (29 percent), exciting images or video (21 percent), and interesting stories or articles (21 percent).
"We're in the thick of a monstrous growth in global travel," says Donovan Neale-May, executive director of the Chief Marketing Officer (CMO) Council, which operates the GeoBranding Center. "The message from today's leisure traveler is clear: Travel brands from airlines and resorts to destination and location marketers need to be digitally empowered and data-driven in their go-to-market practices. The impact and influence of how people find, select, book, secure, share and rate their travel experiences in the connected economy has brought on record travel numbers that are not likely to slow."
When asked to identify the top travel planning innovations and developments in recent years, 49 percent of those surveyed pointed to online travel booking sites and booking assurances, including insurance coverage. An equal percent highlighted deal or discount availability. Other marketing strategies and inducements that also regarded highly by respondents included:
- Loyalty programs with upgrades, privileges, and travel benefits (34 percent)
- New ways to discover, source and receive personalized travel deals (33 percent)
- Promotional incentives and options (28 percent)
A notable 46 percent of respondents noted online travel aggregators and booking sites (Expedia, Travelocity, Booking.com, etc.) did the best job of assisting and satisfying travelers today. They out-performed travel agents (32 percent), lodging and hospitality sites (hotels, resorts, B&Bs, etc.), as well as travel deal and savings sites (Travelzoo, CheapTickets, etc.), which both received a 19 percent share of the vote.
"Advancements in technology have revolutionized the way consumers can now customize travel to better suit individual trip preferences and budget, including how travel insurance is researched and purchased," stressed Jeff Rutledge, CEO at AIG Travel. "As consumers take more control over their travel booking process, all members of the travel industry must step up to deliver a seamless booking experience which, for the travel insurance segment specifically, means guiding travelers to the right products and services for their particular trip."
Factors most influencing travel choices tended to be more about passions, self-interests and destination appeal, rather than travel issues or concerns:
- Special interests, hobbies and diversions (43 percent)
- Security, stability and friendliness of destination (36 percent)
- Adventure, recreation or sports pursuits (30 percent)
- Culture and history of the local people (29 percent)
- Destination geography and diversity (29 percent)
Surprisingly, only 15 percent relied on their social media networks to help shape their travel choices, and just eight percent pointed to political ethics, human rights practices or prejudices in travel locales as a consideration when electing travel destinations.
When asked to characterize the type of traveler they were, most respondents selected more informed, relaxed and deal-seeking to best describe their approach to travel. Most prevalent travel types included:
- Smart, well-informed planner (31 percent)
- Relaxed nomad – easygoing and flexible (25 percent)
- Deal seeker on a budget (22 percent)
Less common were those that felt nervous, stressed and anxious when traveling (13 percent) and fewer yet believed they were thrill-seeking and adventure-bound (5 percent). Topping the list of reasons why survey participants did not travel more frequently were:
- Too many distractions or obligations in my life (19 percent)
- Don't like crowds or discomforts of travel (17 percent)
- Lack time and a compelling reason (14 percent)
- Too much anxiety, stress and danger (10 percent)
- Hassles and headaches of travel (8 percent)
- Difficulty and complexity of planning for travel (7 percent)
The research was conducted in Q3 of 2018 and highlights the results of a survey fielded to 2,000 adults in the United States, Canada and the United Kingdom. The report is available for a complimentary download via this link: https://cmocouncil.org/thought-leadership/reports/whats-changing-the-way-you-travel-today
About the CMO Council
The Chief Marketing Officer (CMO) Council is the only global network of executives specifically dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 10,500-plus members control more than $500 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 65,000 global executives in more than 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia-Pacific, Middle East, India and Africa. For more information, visit the CMO Council at www.cmocouncil.org.
About AIG Travel
AIG Travel Inc., a member of American International Group Inc., is a worldwide leader in travel insurance and global assistance. Travel Guard® is the marketing name for its portfolio of travel insurance solutions and travel-related services, including medical and security services, marketed to both leisure and business travelers around the globe. Services are provided through a network of wholly owned service centers located in Asia, Europe and the Americas. For additional information, please visit our websites at www.aig.com/travel and www.travelguard.com.
About Pollfish
Pollfish is transforming survey intelligence with the most accurate, cost-effective results and the quickest survey completion times by reaching respondents 24/7 through online surveys anywhere they happen to be online. Pollfish's survey platform delivers online surveys globally through mobile apps, mobile web and desktop web to ensure your survey reaches just the right audience and provides the most cost-effective and quickest survey results. Only Pollfish lets you survey millions of respondents in real time, 24/7, the world over so you always have the consumer, public or market intelligence you need to stay informed about what the world likes, wants, feels and does. Pollfish has offices in New York and Salt Lake City in the U.S. and is a VC-backed firm. For more information, visit www.pollfish.com.
SOURCE: CMO Council
Related Links http://www.cmocouncil.org
Read more at prnewswire.com
RELATED TOPICS: Greece, Greek tourism news, Tourism in Greece, Greek islands, Hotels in Greece, Travel to Greece, Greek destinations , Greek travel market, Greek tourism statistics, Greek tourism report
Photo Source: pixabay.com
- 1) UN Tourism to make residents focus of Greek island of Thassos’ sector recovery
- 2) American Express report highlights Global Travel Trends during 2024
- 3) German Youth: Holidays are only worth it when they have content for social media
- 4) WTM 2023 Global Report: Tourists abandon sun loungers in favour of new experiences
25/04 22:00
Greek FM talks with Kuwaiti counterpart on bilateral relations, regional cooperation
25/04 14:49
Prices of products in Easter Basket the same or lower in Greece than in 2023
25/04 13:57
25/04 12:44
Greece and China to ink cooperation protocols in the fisheries sector
25/04 09:53
Extended shop opening hours for Easter in Greece start on Thursday
25/04 02:19
Athens Airport voted as the best in marketing strategy at European awards in Denmark
25/04 02:10
President of Hellenic Republic visits La Chascona Museum in visit to Chile
24/04 21:31
Thirty-one Greek political parties to take part in European Parliament elections
24/04 21:25
Payment by bank cards now accepted on Athens Airport Express bus lines
24/04 14:12
Herculaneum papyri unveil more than location of Plato's tomb in Athens
23/04 23:52
Greece’s New Ambassador to the United States visits Queens in New York
23/04 21:49
Traffic regulations in Athens due to the Olympic Torch Relay on Thursday-Friday
23/04 20:59
President of Hellenic Republic wraps up visit to Uruguay at parliament
23/04 15:44
Greek government will pass legislation halving commission paid for POS transactions
23/04 15:03
Precise location of Plato's burial site unveiled by ancient papyrus
22/04 22:33
'Nature Positive' peport highlights new collaborative era in travel & tourism
22/04 21:25
22/04 20:37
Greek and Turkish delegations discuss Confidence Building Measures for 2024
22/04 18:29
Over 114,000 Greek Diaspora citizens register to vote by post in the European elections
22/04 13:40
19/04 01:29
Athens State Orchestra presents 'St. Matthew's Passion' by Bach on April 30th
18/04 21:49
Greek Climate Change Minister signs memorandum for Attica fire protection zones
18/04 20:32
'Easter Basket' and 'Godparents basket' to be put into effect next week in Greece
18/04 20:17
18/04 17:40
17/04 21:06
Thessaloniki Port: Performance growth for 2023 with record container throughput
17/04 20:57
Traffic regulations imposed in Athens for the 41st Peace Marathon on Sunday
17/04 20:52
17/04 18:15
Greek Foreign Minister addresses the 9th Our Ocean Conference in Athens
17/04 17:12
16/04 21:02
NHM hosts the Trial of Pericles at the Harris Theater in Chicago on April 17
16/04 20:17
Greece will invest $830 million to protect marine biodiversity
16/04 01:46
New York Greek Independence Parade honors 1821 and solemn Cyprus Anniversary
16/04 01:35
Olympic Games Paris 2024: Olympic Flame to be lit at Ancient Olympia in Greece
16/04 00:29
European Committee of Regions and UN release study on Rural Tourism
15/04 20:41
15/04 19:58
Minister: Greece is transforming into a hub for exporting quality agri-food products
15/04 18:51
Greek Environment Minister meets Chinese Deputy Minister of Natural Resources
13/04 00:13
UN Tourism and Croatia to launch Research Centre for Sustainable Tourism
12/04 00:03
2024 marks a critical year in the enduring strength of Greek-German relations
12/04 00:00
11/04 22:07
Ambassador: US committed to upgrade of Greek military and support NATO's SE flank
11/04 19:40
Hellenic Pride on display at rainy Chicago Greek Independence Day Parade
11/04 02:06
Delphi Economic Forum IX: Energy collaboration a 'key' in Greek-Bulgarian relations
11/04 01:58
UN Tourism launches investment guidelines for Albania sector
10/04 19:01
Greek FinMin: New package of economic measures in 2025 to lower taxes, raise pensions
10/04 18:25
Greek city of Nafplion hosts Mediterranean Yacht Show for ninth year running
09/04 23:57
Greek PM on Tilos: Innovative projects for a cyclical economy are of key significance
09/04 23:55
UN Tourism members promote agenda for Europe as region leads global recovery
09/04 23:46
HFS presents 1968, Rousing Docudrama about Greece’s First European Cup April 21
09/04 22:48
Stolen 7th-century BC oenochoe returned to Greece by Hanover museum, municipality
09/04 22:42
Greek civil servants confederation ADEDY to strike on May 21
09/04 21:55
Greek Migration Minister meets Senior US Coordinator for Lawful Migration
08/04 23:48
08/04 23:41
Elliniko-Argyroupoli Mayor marches in Greek Independence Philadelphia Parade
08/04 21:53
Project Voria casino complex in Maroussi moving ahead after environmental report
08/04 21:36
Minister: Up to 120 delegations to take part in 9th Our Ocean Conference in Athens
08/04 19:22
Direct flight from Shanghai to Athens offers access to key tourism market for Greece
08/04 18:31
AI conference to attract distinguished speakers to Thessaloniki on April 25-27
04/04 23:28
City of San Jose marks March 25 with 16th Annual Greek Flag Raising Event
04/04 22:16
Urban plans published for seven townships in Thessaloniki and Attica of Greece
04/04 17:24
FinMin: The new EU economic and fiscal framework is good for Greece
04/04 15:30
Greek PM meets with the chiefs of the international pharmaceutical manufacturers
04/04 00:15
Deputy Minister for Macedonia-Thrace meets US Embassy Deputy Mission Chief
03/04 20:12
Syracuse AHEPA Chapter 37 marks March 25th Greek Independence Day
03/04 18:10
Greece's Delphi Economic Forum on April 10-13 to focus on 'The Great Transition'
03/04 16:42
Minister: Industrial production has returned to the pre-crisis levels in Greece
02/04 18:06
30/03 23:21
Eleni Gatzoyiannis scholarship offered to Greek students at Boston University
29/03 16:44
3rd edition of 'This is Athens - City Festival' with 250+ events from May 1 until June 2
29/03 15:53
Athens Metro station Aghia Varvara to stay closed on Saturday and Sunday
29/03 13:55
Greek Foreign Minister for Economic Diplomacy concludes visit to Montenegro
29/03 12:00
29/03 11:51
28/03 18:41
Attica Region to channel 640 bln euros to services of vulnerable and disadvantaged groups
28/03 17:32
Greece to auction three-month T-bills on April 3, 2024 in a book entry form
28/03 15:46
Greece's Meteora Pyli Geopark added to UNESCO Global Geoparks network
28/03 14:44
IPTO announces framework agreement tender for undersea power cables in Greece
28/03 11:49
IOBE: Construction sector in Greece records robust growth and good prospects
26/03 23:51
St. Thomas Hellenic School honors 1821 and the Feast of the Annunciation in NJ
26/03 21:59
PM at Economic Club of Canada: Greece is an attractive investment destination
26/03 17:56
Greek State budget primary balance reaches a surplus of 3,378 million euros
26/03 11:45
Ancient Messene to get upgraded visitors' facilities after approval by Council
23/03 17:43
New requirements for 'Golden Visa' program to kick in on March 31
23/03 16:49
Athenians continue to head out of the Greek Capital for March 25 long weekend
23/03 16:47
Greek Parliament lights to be turned off for Earth Hour 8:30-9:30 pm
22/03 21:54
US President on Greek Independence Day: Alliance with Greece stronger than ever
22/03 19:51
High diplomacy and geopolitics at Delphi Economic Forum IX in Greece
22/03 19:32
Tax authorities enable payments with foreign bank cards in Greece
22/03 14:19
22/03 00:24
Greece ranks first on list of countries with fastest business environment progress
22/03 00:02
Hellenic Police acquires first electric VAN-type highway patrol vehicle
21/03 22:41
21/03 15:33
Unseen Museum presents "The stele of the twin babies" exhibition in Athens
20/03 22:48
Health Minister: 95% of Greek hospitals to perform afternoon surgeries
20/03 21:52
Greek Deputy Minister of Justice meets delegation from US Embassy in Athens
20/03 21:44
Greek Interior Minister to visit United States and Canada on postal vote
20/03 20:55
Philadelphia Icarians mark 85th Anniversary and organize Apokriatiko Dance
20/03 18:01
Development Minister: We continue the battle against high prices in Greece
19/03 22:28
President of the Hellenic Republic meets her Ethiopian counterpart in Athens
Athens Airport voted as the best in marketing strategy at European awards in Denmark
Herculaneum papyri unveil more than location of Plato's tomb in Athens
Traffic regulations in Athens due to the Olympic Torch Relay on Thursday-Friday
President of Hellenic Republic visits La Chascona Museum in visit to Chile
Payment by bank cards now accepted on Athens Airport Express bus lines
Thirty-one Greek political parties to take part in European Parliament elections
Precise location of Plato's burial site unveiled by ancient papyrus
Greece’s New Ambassador to the United States visits Queens in New York
Greek government will pass legislation halving commission paid for POS transactions
President of Hellenic Republic wraps up visit to Uruguay at parliament
Greek Deputy Transport Minister flies in first test seaplane flight from Lavrio port
'Nature Positive' peport highlights new collaborative era in travel & tourism
Over 114,000 Greek Diaspora citizens register to vote by post in the European elections
Greek and Turkish delegations discuss Confidence Building Measures for 2024
Infrastructure works on Spinalonga island to assist visitors and protect the monument
Greek authorities simplify storage process for vehicles with foreign license plates
Athens Acropolis Museum to host photo show of historic Greek costumes
Greek Environment Minister meets Chinese Deputy Minister of Natural Resources
UNESCO adds Greece's Zagorochoria to its World Heritage List
PM at Axia discussion: Greece offering great investment opportunities in 2023
UNWTO promotes people's role and MSMES as sector transformation agents