According to the
newly-released MMGY Global/Harrison Group 2013 Portrait of Digital Travelers™,
a nationally representative survey of 1,258 U.S.
These individuals own and
use at least two digital devices (a smartphone and tablet) to plan and purchase
travel services, and this segment has grown from five percent of all active
travelers in 2011 to fully one third (33 percent) today, an increase of over
600 percent.
“The travel industry
should certainly study the emergence of this new group very carefully, as in
many respects they represent the ‘next generation’ of travelers,” explains
Steve Cohen, vice president of insights at MMGY Global, an integrated marketing
firm that specializes in the travel industry. “We’ve found that the ‘Digital
Elite’ not only travel and spend significantly more than other travelers, but
they plan to spend even more in the
year ahead.”
Who are the new “Digital
Elite,” and how are they different from less-connected travelers? Following is
an overview of insights from the new report:
A BURGEONING MARKET: The
“Digital Elite” are defined as travelers who either own or access the internet
on both a smartphone and tablet. Smartphone usage among active travelers has
nearly tripled in just two years - from 23 percent in 2011 to 62 percent in
2013. Tablet adoption has been even more rapid, with only seven percent of
travelers using them to access the internet in 2011, up six-fold to 43 percent
this year.
FAMILY MATTERS: Half of
the “Digital Elite” have children in their household (50 percent), compared
with just 37 percent of less-connected travelers, consistent with their younger
age, and revealing a discernible family focus. They are also much more likely
to have traveled with their kids (51 compared to 38 percent) – and their kids
have greater influence on practically all family activity decisions than in
other households. For example, the “Digital Elite” are significantly more
likely to agree that their children influence the actual selection of vacation
destinations (78 vs. 70 percent).
DIGITAL TRAVELERS HAVE
MORE FUN: Perhaps surprisingly, while on vacation the “Digital Elite” are
considerably more likely to try to relax while staying in touch with the office
(40 vs. 30 percent). As such, they desire more time to relax and unwind (86 vs.
81 percent), and engage in “relaxing” activities more on vacation than they do
at home, including drinking alcoholic beverages (53 vs. 43 percent), making
love (41 vs. 35 percent), sleeping (38 to 32 percent) and reading (38 to 34
percent).
HAVE DEVICES, WILL TRAVEL:
During the past year, the “Digital Elite” took significantly more leisure trips
than their counterparts - 4.1 compared to 3.7 – including weekend trips (2.1
vs. 1.8) and long trips (1.4 vs. 1.2). They were also much more likely to take
a last-minute trip (31 vs. 22 percent) and a staycation (31 vs. 23 percent).
These travelers also spent far more - an average of $4,988 compared to $3,812
than less-connected travelers - and intend to spend an average of $5,210 on leisure
travel in the year ahead, compared to just $3,690 for their counterparts.
INTERNATIONAL INTERESTS:
“The Digital Elite” are significantly more inclined to travel internationally,
with more than half (53 percent) having taken at least one leisure trip outside
the continental U.S. during the past year, compared with only 38 percent of
less-connected travelers. Among them, six in 10 took a long-haul trip where the
flight time exceeded eight hours (61 percent), while only 55 percent of
travelers who own and use fewer devices have done so. And they are more likely
to have visited Western Europe (39 vs. 29 percent) and the Caribbean
(34 vs. 29 percent).
SOCIAL CONNECTIONS: The
online social activities of the “Digital Elite” paint a far different picture
than that of less-connected travelers. Eight in 10 are on Facebook (81 percent)
compared to just 70 percent of those who own and use fewer digital devices, and
nearly half are on LinkedIn (48 percent vs. 28 percent). More than three in 10
are active on Twitter (33 percent) compared to just 19 percent of their
counterparts, and nearly one quarter (23 percent) is on YouTube (versus 19
percent) and Google+ (23 vs. 13 percent). Twice as many are on Pinterest (19
percent vs. 9 percent).
KEY TRAITS: Beyond their
use of these devices, their personalities differ, too - the “Digital Elite” are
significantly more likely to say they are “happy” (82 percent) than travelers
who own and use fewer digital devices (72 percent). They are also much more
likely to describe themselves as “fun” (54 vs. 46 percent), “confident” (52 vs.
47 percent) and “sociable” (47 vs. 40 percent). More describe themselves as
“healthy” (50 percent) and “fit” (32 percent) than less-connected travelers (44
and 25 percent, respectively), and many more plan to “become healthier” (62 vs.
56 percent) and “improve their appearance” (42 vs. 34 percent) in the coming
year.
SHOPPING HABITS: When it
comes to finding the best prices for travel services, the “Digital Elite” more
often turn to an online travel agency (OTA), with 53 percent doing so compared
to 45 percent of less-connected travelers. The same goes for booking travel
services, with significantly more of the “Digital Elite” believing that OTAs
provide the most convenient way to arrange travel plans (49 percent) -
significantly more than their travelers with fewer digital devices (43
percent).
