The Digital Elite: Keeping Up With the Latest Class of Travelers

The Digital Elite Keeping Up With the Latest Class of Travelers It's no surprise that consumers use mobile devices to plan and book travel, but there's a rapidly growing group that toggles from device to device when researching and booking travel. Dubbed “The Digital Elite," these hyper-connected travelers earn entry into this high-flying club when they use at least two digital devices to research and book their trips-spending and traveling significantly more than the usual traveler all the while. But don't let the elite moniker throw you. Considering that this customer segment has grown 600% in just two years, its a group that's fast becoming the norm. Who is the Digital Elite Traveler? 2011 2013 78% 5% 33% People who own at least two digital devices (smartphone and tablet). Consumers around the globe who make travel arrangements online. 63% 40% Travel suppliers who have seen an increase in mobile Consumers who plan trips on tablets and smartphones. booking since 2001. 207 81% 62% million 140 million Most travel consumers Active travelers who using smartphones are under the age of 45. use smartphones to access the Internet. 2013 2014 U.S. smartphone owners are expected to increase more than 60 million by 2014. 27% Amount of travel booked on smartphones. 74% 32% 7.5% The vast majority of travel consumers using Business travelers under Share of all online travel the age of 30 who use a smartphone for booking tablets are under the bookings from tablets age of 45. business travel. 65% Digital elite travelers are often bargain-hunters who download coupons for savings on airfare, hotel rooms, rental cars, and vacation packages. 2011 2013 $636 39% 43% Average value of bookings from travelers using tablets. Digital Elite travelers Active travelers who use who make travel tablets to access the Internet. purchases on a tablet. Hyper-connected travelers spend 30% more than less-connected travelers, and Hyper-connected travelers $4,988 that gap is expected to only get wider. Less-connected travelers $3,812 Personalizing the Experience for the Digital Elite Traveler Reaching the Digital Elite traveler requires personalizing the customer experience to be local, memorable, and seamless across screens and channels. 22 84% 20% umber of different People who say a positive website experience is important, or very important, when booking Travelers who believe that their online experience matches their in-person experience. websites travelers visit before picking a destination. travel. Making a Global Impact Worldwide travelers are part of this growing segment of consumers who use smartphones and tablets to research and purchase travel. UK 81% USA 84% AUS 74% Consumers who make travel arrangements online. 40% 21% 10% Asian business travelers Europeans who strongly Europeans who strongly who use mobile devices to expect travel websites agree that travel websites make travel-related to personalize offers personalize offers to them. arrangements. based on past activities. 3 Steps to Create Winning Experiences for the Digital Elite Understanding the significance of the Digital Elite is great, but now what? How do you best market to them? Here are three ways to reach this jet-setting group of travelers. The entire booking experience has to be easy and seamless across devices. A great customer experience will breed brand loyalty in a notoriously rate-chasing industry. #2 There needs to be consistency of message and creative across all channels. If a traveler clicks on an ad, make sure that the landing page and entire website session is a visual extension of it. #3 The experience has to be relevant. Take the data you have about previous and in-the-moment behaviors and preferences, and use them to make every touchpoint in the booking process as relevant as possible, whether that means favorite destinations, seat preference, or other offers. i monetate Sources: Adobe | Amadeus | eMarketer | Eyefor Travel Google | HotelIMarketing.com | MMGY Global PhoCusWright | SDL |Webloyalty Follow @monetate on twitterY