Drive mobile bookings with these TripBarometer insights

TripBarometer, the world’s largest accommodation and traveller survey1, takes a close look at The Connected Traveller trend.

Want to make the right calls for engaging travellers who use their mobile phone to plan and book travel?

Then take a look at these insights based on TripBarometer survey responses from more than 40,000 travellers and hoteliers around the globe. You’ll be better prepared to reach the lucrative Connected Travellers segment, or travellers who are keen on planning and booking travel on their smartphone.

Connected Travellers care more about your reviews and ratings than amenities and promotions.
Not only do Connected Travellers put more emphasis on reviews and ratings compared to other travellers, but they even care more about them than other booking drivers.

In fact, here’s a sample of what travellers find very important when choosing where to book:

Ratings/scores on review sites

  • Connected Travellers: 59%
  • Overall travellers: 53%

TripAdvisor reviews

  • Connected Travellers: 58%
  • Overall travellers: 53%

Recommendations from friends

  • Connected Travellers: 49%
  • Overall travellers: 45%

Accommodation amenities

  • Connected Travellers: 44%
  • Overall travellers: 40%

Promotions or discounts

  • Connected Travellers: 39%
  • Overall travellers: 36%

Emerging markets have a higher proportion of Connected Travellers.

If your guests tend to come from the following markets, you should strongly consider investing more in mobile marketing:

  1. Thailand – 65%
  2. China – 65%
  3. Brazil – 59%
  4. Indonesia – 59%
  5. Malaysia – 53%
  6. Italy – 49%
  7. USA – 48%
  8. India – 47%
  9. Australia – 47%
  10. Russia – 44%

Where are Connected Travellers planning to visit this year?
Here are the destinations most popular with Connected Travellers:

  1. China – 61%
  2. Australia – 57%
  3. Thailand – 55%
  4. Italy – 54%
  5. UK – 53%
  6. Germany – 53%
  7. USA – 53%
  8. Spain – 53%
  9. Caribbean – 52%
  10. Canada – 52%

Connected Travellers are more influenced by user-generated content.
Compared to the average global traveller, Connected Travellers are significantly more likely to make decisions based on recommendations from others.

Influenced by TripAdvisor

  • Connected Travellers: 45%
  • Overall travellers: 38%

Influenced by word of mouth

  • Connected Travellers: 32%
  • Overall travellers: 27%

Influenced by online content from friends

  • Connected Travellers: 29%
  • Overall travellers: 24%

Influenced by travel guide websites

  • Connected Travellers: 19%
  • Overall travellers: 16%

Connected Travellers plan activities in advance – and book directly.

Not only are Connected Travellers more likely to book activities in advance, they’re also big into booking directly. While laptops are still the most common method for booking (55%), mobile booking isn’t far behind at 45% for Connected Travellers.

Hoteliers are making inroads with providing mobile amenities.
There are significant gaps between what Connected Travellers want and what accommodations are offering today. Luckily, this presents assorted opportunities – especially for chains.

Most importantly, 45% of Connected Travellers want a mobile app with booking functionality, yet only 16% of accommodations provide this. Similarly, 34% of Connected Travellers want mobile check-in, with just 11% of accommodations offering the time-saving convenience.

Also note that 64% of Connected Travellers want power adapters or converters provided, with 49% of accommodations following suit. Along the same lines, 60% of Connected Travellers like when accommodations offer chargers for assorted smartphones and tablets. Unfortunately, only 35% of properties meet this need.

1 Data based on results from online survey of 10,261 accommodations and 34,016 travellers by TripAdvisor and Ipsos, collected January-February 2015.

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Last Updated: 8 July 2015