A new survey conducted by global leader in real-time, people based marketing, Signal has revealed that a majority of consumers (51%) regularly use two or more devices for planning and booking trips.
We already know that UK travellers are using digital devices more than ever before with smartphones, desktops, laptops and tablets being used for researching travel and booking holidays. However, the survey of 2000 UK consumers by Signal provides suggestions to travel suppliers for creating improved cross-channel experiences to engage travellers and increase conversions and loyalty.
The key findings of the research include:
1. Future is increasingly mobile
For consumers who have taken a trip in the last year, 83% planned and 74% booked their holiday on a computer, tablet or smartphone. In terms of mobile device usage, a 36% increase in planning and a 42% increase in bookings on smartphones for airline tickets and hotel rooms has occurred within the last year, whereas desktop use as only experienced a 15% increase.
2. Millennials drive the trend
Millennials (aged between 18 and 34) are driving the revolution, with 48% using a smartphone to plane their travel in the last year. Interestingly, the survey identifed that the figure drops to 28% when looking at the 35-44 age group. Millennials are also more likely to use multiple devices for planning and booking, with 55% stating that they use more than one device, compared to 21% in the 65-74 age group.
3. Travellers want individual experiences
Millennials in particular crave a customised travel experience, with 29% saying that they demand a booking experience which is tailored to their needs. As travellers use multiple screens to compare prices, book tickets and accommodation, suppliers need to create seamless, one-to-one experiences.
Differences in device usage also need to be considered for the business and leisure travel markets. Tablets are most prevalent in the planning phase for business travellers on the go (30% versus 21%) and also the booking phase (31% versus 14%). Business travellers are also more likely to make purchases on tablets with nearly half (46%) using tablets more often for booking last year, compared to 1 in 4 leisure travellers.
Signal's recommendations for travel marketers include:
- Create a single view of each customer to understand their cross-device journey - travel suppliers have a vast amount of data gathered at various points in the visitors' journey so it should be integrated into one cohesive customer view so that a seamless experience is delivered, whatever device is being used or action is being performed.
- Deliver simplicity - 39% of the travellers surveyed said that easy to use websites and apps are the most important factor in driving them to travel websites more frequently
- Use profile data to deliver relevance - customer profiles get richer with every interaction allowing the travel industry to provide the most relevant messages in real time and engage in ongoing, cross-channel conversations to build brand loyalty.
At New Mind | tellUs we very much understand the need to provide a unified, multi-device solution and our investment in responsive design means that we can offer an optimised experience whatever the device being used. To find our more, why not give us a call on (0)330 440 1825.