Australian Consumers Increasingly Plan And Book Travel Across Digital Devices

Australian Consumers Increasingly Plan And Book Travel Across Digital Devices
SHARE
THIS



Australian travelers rely on digital devices more than ever before, increasing their use of smartphones, computers, and tablets for researching travel options and purchasing flights and hotel rooms. In fact, nearly half of consumers use two or more digital devices when planning and booking travel, according to a new survey conducted by Signal.

The survey of 500 Australian consumers sheds light on travel planning and booking patterns in a multi-device world, suggesting how travel suppliers can create better cross-channel experiences to engage always-on travelers and increase conversions and loyalty.

Key findings include:

  • The future of travel planning and booking is increasingly mobile

The vast majority of consumers who have taken a trip in the past year planned (80 per cent) and booked (72 per cent) their travel using a computer, tablet or smartphone. Mobile devices are especially gaining in popularity as 42 per cent of travelers used their smartphones for planning and booking airline tickets and hotel rooms more frequently than they did a year ago.

Importantly, a notable minority say that smartphones or tablets are their preferred device for planning (23 per cent) and booking (20 per cent).

  • Mobile-loving Millennials drive the trend

Computers are the most popular device among travelers for both planning (66 per cent) and booking (64 per cent), but Millennials (ages 18-34) are propelling the mobile revolution, as they are 5 times more likely than Baby Boomers (age 56 and older) to plan and book air travel and hotel rooms on their smartphones.

They’re also more likely to engage across devices: 73 per cent of Millennials use multiple devices when planning and booking, versus just 30 per cent of Baby Boomers.

  • Travelers want individual experiences

Consumers want more relevant advertising from airlines and hotels, with 31 per cent reporting it as the top thing travel suppliers can improve about the planning and booking experience. Personalisation is also a concern, with 30 per cent saying that airlines and hotels don’t send personalised offers when researching travel and making buying decisions.

“Travelers are more digital than ever. They’re using multiple screens to make informed decisions about high-consideration travel purchases: comparing prices, booking tickets and accommodations, and even making upgrades or additional purchases after they book,” said Warren Billington, managing director, Australia, New Zealand, and Southeast Asia, Signal.

“This means the pressure is on for travel suppliers to recognise travelers as they move across devices and create seamless, one-to-one experiences. However, there’s a huge opportunity to use the rich customer data available to travel marketers to deliver superior experiences.”

The survey also uncovered that cross-device behaviour doesn’t stop once tickets and rooms are booked. The use of multiple devices continues once travelers have left home, with 58 per cent of AU consumers traveling with two or more connected devices.

To provide the best planning and booking experiences, Signal recommends travel marketers consider the following strategies:

  • Leverage customer data to understand the cross-device journey

The travel planning and booking experience is more digital than even retail, as more people have planned or booked travel online than have browsed online retail sites (73 per cent) or bought clothing/shoes/accessories online (66 per cent). Travel suppliers must leverage the vast array of first-party data available to them from all these digital interactions.

By unifying all of that rich data into a cohesive customer view, travel marketers will be well-positioned to understand and respond to each individual, whether they’re planning on their tablets, booking on their desktop, or upgrading their reservation post-booking.

  • Be a resource to travelers by delivering seamless experiences across touchpoints

Australian consumers use a multitude of digital resources to plan their trip, such as search engines (61 per cent), hotel and airline sites (54 per cent), third party travel sites (44 per cent), online articles (24 per cent) and social media (18 per cent).

It’s critical to understand customers as they move across these channels and touchpoints to serve them the right messages at the right time.

  • Use profile data to deliver the personalisation and relevance travelers want

By linking data to customer profiles that persist over time and get richer with every interaction, travel suppliers can provide the most relevant messages in real time and engage in ongoing, cross-channel conversations to build brand loyalty.

 

 

Please login with linkedin to comment

Telework

Latest News

M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

M&C Saatchi Group has partnered with documentary makers, writers, producers and digital content pioneers Michael Lawrence (left in photo) and Nicholas Cook (right in photo) to launch film and television production studio THIS. Lawrence and Cook have established an enviable track record creating story-driven content and feature documentaries based on The Human Indomitable Spirit (THIS) […]

The ‘Business Of Busyness’: How Productivity Keeps Us From Preparing For The Future
  • Opinion

The ‘Business Of Busyness’: How Productivity Keeps Us From Preparing For The Future

Jeff Schwisow is a Melbourne-based strategy specialist, speaker and the author of Projectify – How to use projects to engage your people in strategy that evolves your business. In this guest post, he argues that our obsession with being busy right now is what’s holding us back from planning our futures tomorrow… To survive in today’s […]

Opinion

by B&T Magazine

B&T Magazine
Host/Havas Creative Chief Darren Spiller To Depart
  • Advertising

Host/Havas Creative Chief Darren Spiller To Depart

Creative agency Host/Havas has announced that its chief creative officer, Darren Spiller, will be leaving the agency. Spiller joined Host as its chief creative officer in January last year and then assumed the same role when the agency merged with Havas in October 2017. Host/Havas has received of a long list of creative accolades this […]

by B&T Magazine

B&T Magazine
Creative Agency Launch Project Management Tool Hassl
  • Media
  • Technology

Creative Agency Launch Project Management Tool Hassl

Yesterday at TedX Melbourne the team behind award-winning Melbourne based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Jackie Crossman
  • Media

Women In Media Profile: Jackie Crossman

B&T has spared no expense with today's top Women in Media profile, save for suit hire, corsage and dry-cleaning.

by B&T Magazine

B&T Magazine
Kantar certified by Google as a verified Measurement Partner
  • Technology

Kantar certified by Google as a verified Measurement Partner

The announcement designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms. Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns and for independent measurement of audience reach from campaigns on Google properties. Kantar CEO Eric […]

THIS
  • Advertising
  • Marketing
  • Media

Final Call! B&T Late Entries Close Today!

B&T Award entries officially close at 5pm today! Good news if you've almost finished, bad news if you haven't started.

by B&T Magazine

B&T Magazine
Australian Women’s 15s World Cup Bid Kicks Off
  • Campaigns

Australian Women’s 15s World Cup Bid Kicks Off

“It’s 2018”, is something you hear a lot when you talk to the players, coaching staff and fans involved in Rugby AU’s bid for the ‘Rugby World Cup Women’s 2021’ tournament. There is this sense that they are not only ready for a greater stage, but raring to go. As one player said “Ready?! We’re […]

Aussie Silk Brand Harnesses Kardashian Marketing Power
  • Marketing

Aussie Silk Brand Harnesses Kardashian Marketing Power

Shhh Silk is an Australian brand that quickly grew in popularity among celebrities like Gisele Bündchen and Kim Kardashian West. Shhh Silk has just received a $1.8 million order from a very large brand in the US, and CEO Olivia Carr’s projections is for this to be a $50 million business in five years’ time. […]

SaaS Player Taps oOh!media Chairman Tony Faure To Lead Its Board
  • Media
  • Technology

SaaS Player Taps oOh!media Chairman Tony Faure To Lead Its Board

Software-as-a-service (SaaS) company ReadyTech has announced the appointment of Tony Faure as its new chairman. Faure is the chairman of outdoor giant oOh!media and data intelligence platform PredictHQ. He is also a non-executive director of digital mortgage company Uno Homeloans, content platform Stackla and specialised media company Medical Media. Faure is regarded as being one […]