Mobile Usage Changes Traveler Behavior – Placeable Research

By Emilio Piriz

The rapid move to mobile research and bookings means travelers require easier ways to access content. In 2014, approximately 40% of leisure travelers and 35% of business travelers will use mobile search engines to find hotels, and this number will only grow, with 72% of travelers worldwide saying that the ability to book via mobile device is useful.

Gone are the days when travel guides were the go-to resource that adventurers would carry in their backpacks before embarking on any trip. Printed maps have given way to their digital version through the use of a smartphone or tablet to search for shops, restaurants and tours once travelers reach their destination. Therefore, main travel brands need to adapt to this change in behavior if they aspire to capture the business of vacationing spenders and don’t ‘miss’ their flight.

Placeable, a company that loves location data and uses it to help brands power their local market, has recently conducted a survey where they surveyed 1,000 consumers to find out about how they research and find businesses before and during their travels.

The following are the research’s key findings:

• Discovery: Search engines are undoubtedly the number one tool for travelers – more than four in five consumers use them for research when planning a vacation.
• Proximity: A nearby location wins over well-established brands for many types of purchases on vacation
• Mobile: Travelers do much of their online research once they reach their destinations.
• Loyalty: Consumers aren’t loyal to a particular brand if they find a better offer or have trouble finding a certain location.
• Trust: Difficulty finding a store or restaurant location when travelling negatively affects consumers’ impression of a brand even once they return home.

Check this infographic for additional figures that support the above findings:

You can download the full report here.

Now over to you: Do you think these behavioral patterns are present among visitors in Vietnam? How profoundly will mobile usage reshape the Travel industry and travelers’ experiences?