21 August 2008

New report debunks technology myth

A new study debunks the common believe that the usage of new travel technology is concentrated among younger travelers.

ââ¬ÅâœThese ââ¬Ëœnext generationââ¬â¢ travelers are highly educated, affluent, and are equally likely to be Echo Boomers (18-28 years of age) as Baby Boomers (43 to 61 years of age).  They have a zest for travel and spend, on average, over 50% more on travel services annually than their less tech-savvy counterparts,ââ¬~ says the new report.

The report co-authored by PhoCusWright and Ypartnership reveals that emerging technology has had an equally profound impact on the behavior of those who use it.

As expected, "next generation" travelers are heavy users of the latest technology: two thirds take pictures, text message, access the Internet and play video games with their phones. Two thirds also shop online sites such as eBay. Four out of ten own the latest video game console, and one out of four has a GPS in their car.

"Next generation" travelers also rely heavily on the Internet when it comes to planning, purchasing and sharing information on travel experiences:

• Seven out of ten use the Internet to search for travel information; 41% have taken a virtual tour of a destination and 38% have built a trip itinerary online;

• More than half cite the "ability to check the best fares/rates" as the most important feature in a travel Web site;

• Almost four in ten report being influenced by personal comments read on social networking or travel advisory Web sites, but they frequent social networking sites such as MySpace.com and Facebook more than travel advisory or review sites such as TripAdvisor;

• One third have authored and posted a travel review online.

The media consumption habits of "next generation" travelers also differ markedly from those of their less tech-savvy counterparts. Advertising messages are often ignored, and traditional media outlets appear to exert little influence. More than half read newspapers online, while almost one out of five never reads a hard-copy newspaper.

The NEXTgen Travelerâ'~¢ surveyed 2,559 adultsââ¬'"active users" of the latest computer, entertainment or consumer technology, and who took at least one overnight trip requiring the use of commercial accommodations during the previous 12 months.

Report by David Wilkening

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• Surprising but promising stats
  
  

  David, The Baby Boomers to Echo boomers myth is one that I'm happy to see debunked. It seems to suggest that there is ample opportunity for innovative products to serve a wide range of age demographics. Do you think that, in the long run, this decreases the market share for booking sites that offer little in the way of travel community?

  By Dan Brunwasser, Tuesday, August 26, 2008