Published on Thursday, October 11, 2018

An Insight into the Latest Trends in Travel!

We have collated some interesting and varied statistics that will give you an insight into the latest trends in travel, and the repercussions this has for travel websites.
It will come as no surprise that users love to engage with travel websites via their smartphones and tablets. In the United Kingdom, 45% of smartphone users are comfortable researching, planning and booking their entire trip using only a mobile (Google Consumer Insights, 2018).
For some people, however, device usage is largely isolated to searching for holiday destinations, accommodation and finding out about various activities. A large proportion of the population prefer to book via a desktop computer given the various stages and requests for information that form the booking process.
Travel companies with a strong digital presence should take note of this stat; 55% of travellers agree they need to consult too many travel resources before booking (Think with Google).
According to Travel Tripper (2018), "travel websites often lack the essential elements needed to give users confidence to book", highlighting the importance of good, coherent design, clear pricing, and accreditations.
More Interesting Stats!
57% of travellers feel that brands should tailor their information based on personal preferences (Google / Phocuswright, 2017). How you build an accurate profile of a person's preferences is the real challenge, and something that we will discuss in our next article, travel website personalisation!
35% of travellers want to delve into the yummy delights of local cuisine, whilst 34% are adrenaline junkies who want to visit a world-famous theme park. This highlights the importance of presenting users with information about the local amenities and activities. The ability to book these activities as part of their holiday package as "extras" would be an added bonus!
38% of bookings are made on the same day or two-days before a trip, whilst 53% are made within a week of a trip (Phocuswright, 2017).
One key finding that consistently emerged from our research is the growing significance of personalisation in the online world, which is why we've decided to cover this in more detail in our next article coming soon!
CSI Media

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