Skift Take

By no means comprehensive, but by all means insightful, the report is a brief summation of how digital trends are impacting the travel industry and how travel companies can keep ahead of the pack.

Disruption of the $855 billion U.S. travel and tourism industry is something we report on every day at Skift, but recently HUGE, the digital agency best known in the travel world for designing the Four Seasons’ super sexy website, released a report on digital travel trends that we really like.

The report distills the major trends that are changing the way the U.S. and the world travels into a short six pages, which read as a quick jargon-free guide to all things buzz-worthy and innovative in the travel space.

The trends touch on everything from collaborative consumption and mobile apps to hotel management tools and unbundled airline fees. If lots of these sound familiar to you, maybe you read it first in Skift’s “13 Global Trends That Will Define Travel in 2013” report at the start of this year.

Huge’s report highlights the rise of the millennium traveler, who as a group, report a stronger desire to travel than all other generations by a 23 percent margin. The agency, no stranger to marketing and design, calls on travel companies to be authentic and focus on lifestyle in their marketing to millennials.

It also emphasizes the importance of the design of mobile apps and pushes travel companies to understand not just user booking behavior, but usage patterns and habits surrounding content consumption. The report calls simple and fast booking and search tools “crucial” to standing out in the mobile sector.

In addition to Four Seasons’ website, the digital agency has also worked on the digital strategy and design of British Airways, the Museum of Modern Art, and The City of New York.

The full report from Huge is embedded below:

Download (PDF, 260KB)


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Tags: apps, booking

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