If there is a common thread throughout the in-destination journey today, it’s mobile. Even so, gaps exist in mobile usage between parts of the journey and the key players in each part. For those that are behind, it’s urgent to play catch-up.
In-destination mobile use is nearly ubiquitous among travelers. Mobile phones have the ability to act as personal concierges, tour guides, communication assistants, and more. The very personal nature of mobile that has made it so popular with travelers, however, also presents a challenge to travel brands attempting to effectively find a place in the in-destination mobile journey.
Our latest Skift Research report, U.S. Traveler In-Destination Mobile Usage Survey 2018, examines this journey in detail, providing insight from our newest consumer survey. In this visual-led report, we map out the in-destination journey in 15 parts, from air travel, to ground transportation, accommodations, tours and activities, navigation, and more. We examine each part in-depth, including how many travelers use mobile at each stage, how specifically they use it, and the particular apps they use. We also segment the survey respondents according to age and household income to show how in-destination mobile usage varies accordingly. Through this report’s analysis, travel brands can gain a better understanding of where they can fit into the in-destination journey in order to most meaningfully connect with travelers.
Last week we launched the latest report in our Skift Research service, U.S. Traveler In-Destination Mobile Usage Survey 2018.
Below is an excerpt from our Skift Research Report. Get the full report here to stay ahead of this trend.
Mapping the In-Destination Journey: Mobile Use Is Prevalent Throughout
To structure this report, we created a 15-part, in-destination journey and asked respondents about their mobile usage at each stage. The results of our survey show that mobile is highly used throughout. More than half of travelers have used mobile at eight out of the 15 parts, while around one-third have done so during the other seven parts.
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Photo credit: Mobile has become an important factor to the in-destination experience. A woman uses her mobile phone while shopping. Pixabay / Pexels