WishyouwerenearHolidays in the Ageof Connected TravelJWT Business Intelligence                            1
Contents                                         1   Holiday Focus 2012                                             The Ho...
Foreword                                                                                            There are budding sign...
Holiday    Focus 2012                                1    What can travel brands expect from holidaymakers    in 2012? Wil...
Holiday Market in 2012                                                                                              Holida...
Planned Destinations 2012:                                                                    Country destinations chosen ...
The UK’s Big YearIf 2011 whipped the nation into a frenzy of flag-waving, 2012 looks        So 2012 represents a major opp...
Operation Holiday:                                                         When you go on holiday, what experiences are yo...
A Taste of ParadiseTop of the list of holiday experiences, ahead even of spending time        “Airplane travel is nature’s...
Meaningful Travel“Travel can be one of the most rewarding                                                   What men and w...
Teach Me SomethingContinuing with the theme of meaningful travel, over a third of oursample expressed a desire to learn so...
Holiday Booking Channels:The Online ExplosionWe bank, socialise and even find love online, so it makes perfect      Propor...
The Youth Paradox                                                                        Package Holidays Unpacked“No man ...
The     Connected     Traveller                                               2     The near ubiquity of mobile devices is...
Have Device, Will TravelThere is no getting away from it: the travel sector will increasingly            % of people who t...
The Techno-Polar Conundrum                                                                  The Spectrum of               ...
The Personal Assistant                                                    % of people who have used/plan to use their     ...
Perhaps most striking though is the discovery that a third oftravellers are prepared to submit online reviews on the spot....
The Always-On Traveller                                                      % of people who engage in social use of      ...
Fear of Missing OutBut why is it that we can no longer go a week or two without            “The best part of a holiday is ...
The Rise of Social Travel                                                   The Poolside OfficeSocial platforms also provi...
Wish you were near
Wish you were near
Wish you were near
Wish you were near
Wish you were near
Wish you were near
Wish you were near
Wish you were near
Wish you were near
Wish you were near
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E-book de JWT Londres sobre las tendencias del turismo británico en 2012

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  1. 1. WishyouwerenearHolidays in the Ageof Connected TravelJWT Business Intelligence 1
  2. 2. Contents 1 Holiday Focus 2012 The Holiday Market in 2012 Planned Destinations 2012: Sticking with what we know The UK’s Big Year Operation Holiday: The Blueprint – A Taste of Paradise – Meaningful Travel Holiday Booking Channels: The Online Explosion Package Holidays Unpacked 2 The Connected Traveller Have Device, Will Travel The Personal Assistant in Your Pocket The Always-On Traveller The Rise of Social Travel The Poolside Office Holidays UnpluggedBusiness Intelligence is JWT London’sdedicated research and insight team.Led by Marie Stafford, a 17 yearveteran in consumer insight, trendsand quantitative analysis, Business 3 Top Take Outs for Brands JWT’s Top Ten Travel InnovationsIntelligence is the creativity behindthe creativity at JWT. The team powersthe agency’s thinking, making senseof changes in culture and society,bolstering strategy and delivering ashot of thought-provoking inspiration. 1
  3. 3. Foreword There are budding signs that Spring has arrived. And with them come thoughts of warmer weather and longer days. Yes. It’s that time of year. We need a holiday. So with a beach idyll in our mind’s eye, and wanderlust in our hearts, JWT London did a little investigation into the British holidaymaker in 2012. We’re curious like that. We’re also lucky enough to have our very own quant research service: SONAR. Our SONAR panel is made up of 10,000 UK households and allows us to glean unique consumer insights for our clients. We simply decide what we want to ask them and the results appear. Magic. This time we asked them about a whole host of holiday related plans, habits, behaviours, attitudes and opinions. We mulled and pondered and studied the results. What follows are the best bits; the most interesting insights and ideas that we pulled out of our mountain of data. To set the scene, we look at key trends for the holiday market this year and what travellers really want from their trip. Then we turn to the growing phenomenon of the ‘Connected Traveller’: a new breed of tourist which has emerged out of the everyday habit of being constantly connected to a mobile device. Or three. Finally we share our thoughts on how brands can use these insights to really capture the attention of British globetrotters. We hope you find it interesting, enlightening, thought-provoking – even fun. We’d love to hear from you to discuss our findings in more detail.JWT London surveyed 251 UK citizens in December 2011 using the proprietary SONAR platform Thanks for joining us on our journey.2 3
  4. 4. Holiday Focus 2012 1 What can travel brands expect from holidaymakers in 2012? Will it be a long hot summer, or more of a wet weekend? We’ve explored the holiday experience from start to finish, including where people plan to jet off to, how they book their jaunts and what really constitutes an ideal holiday. Expectations have changed with the times so be prepared to deliver more than your standard sun, sea and sand combination this year.4 5
  5. 5. Holiday Market in 2012 Holidays & Short Breaks 2012: Home or Away?Despite the prolonged economic gloom, the British passion forgetting away remains strong: over thirty-six million of us took a So what kind of trips are people planning? Two thirds are set on atholiday abroad in the last year. That’s not even counting those who least one major holiday at home, with the same proportion looking toholidayed in the UK. Despite a heavy decline when the recession first escape our borders. Short breaks abroad are less of a priority thesehit, the holiday market now seems to be entering a phase of relative days, with less than a third planning a jaunt.stability; traveller numbers have dropped a mere 1% compared to thesame period in 2010.1 Of all those taking any trip in 2012, 69% say that their main trip will be their holiday abroad. Evidently the concept of a holiday is stillJWT’s research suggests that holiday travel should hold steady in very much associated with foreign climes. Our notoriously unreliable2012, both at home and away: 56% of Brits plan to take the same weather surely plays a part, but perhaps a complete change of scenenumber of holidays and short breaks this year, regardless of is another key factor? A whopping 78% of us agree that when we godestination. And a quarter of people say they will take more. So whilst away on holiday we just want to get away from it all.times will still be tough, we don’t expect them to get any worse.1 ONS, Overseas Travel and Tourism (12 months December 2010-November 2011), 12 Jan 2012 “We are torn between a nostalgia for the familiar and an urge for the foreign and li ( day s ) a b da y(s) in strange. As often as not, we are homesick li th most for the places we have never known.” o ro 1+ ho 1+ h 44% e UK 66% ad Carson McCullers, American Author breaks a eaks in t rt br br he 1+ sho s h o rt 31% 67% oa d UK2012 1+6 7
  6. 6. Planned Destinations 2012: Country destinations chosen by those who have already planned their 2012 holidaySticking with what we knowIn these tough times, holidaymakers are playing it safe and stickingwith tried and trusted spots. In our survey, old favourites like Spainand France gained frequent mentions as planned destinations for2012 and should perform well, alongside other evergreen Europeanhot spots like Greece and Cyprus.Value is also a clear if predictable focus this year. Many of the topchoices on our list are those which offer holidaymakers excellent Caribbeanvalue whilst in resort. In a recent survey by Post Office Money, Spainranked as the cheapest European destination for a basket of tourist Australia Italy UK Portugal Disney World Mozambique Germany USA SpainCyprus New.Zealandgoods, while Cyprus and Turkey also featured in the top twenty good Ireland Germany Greece USA Australia Singapore Latvia New.Zealand Switzerland China Disney World Spain Turkey Malaysia Disney World Nigeria Cyprus Switzerlandvalue destinations.2 Mexico Malaysia Italy UK France Ireland Dubai Caribbean Canada Mexico Czech.Republic France Greece Dubai Turkey Mexico Japan Cruise UK Dubai Spain Cruise Israel Japan Japan USA India Greece Latvia China India AustraliaMalta Cyprus Europe Italy Thailand Africa MaltaAt the time of our survey, cruises were the chosen option for a Africa Mozambique Croatia Thailand France Africa Czech.Republic Mozambique Cruise Ireland Pakistan Germany Japan Malaysia Canada Croatia Czech.Republic Canada Latvianumber of respondents. It’s too early to say how the market may Israel India Caribbean Israel Portugalnow be affected by the recent Costa Concordia disaster but some Malta Pakistan Europe Singapore Chinaindustry experts fear that ‘new-to-cruise’ passengers may be Croatia Turkey Nigeriadaunted.For those who are opting for long-haul, our survey points to the USA,the Caribbean and Australia as popular choices, while destinations inAfrica also make our hotlist.3Notable by their absence are Egypt and Tunisia. The unrestassociated with the Arab Spring is having a detrimental effect on 49%travel to the affected countries; indeed Thomas Cook pointed toEgypt as the source of its cash crisis in late 2011.42 Worldwide Holiday Costs Barometer 2012, Post Office Money, postoffice.co.uk , 16 Dec 2011 Already decided3 Cruise disaster: will it put off passengers?, Telegraph, 17 Jan 2012 on a destination4 Egyptian heat brings chill for Thomas Cook, Financial Times, 26 Nov 2011 for 20128 9
  7. 7. The UK’s Big YearIf 2011 whipped the nation into a frenzy of flag-waving, 2012 looks So 2012 represents a major opportunity for domestic travel andset to add more fuel to the patriotic fire. With major events like the leisure brands to challenge overseas destinations and cement theQueen’s Diamond Jubilee, the World Pride festival and the small UK as a long-term holiday option. This year, UK travel brands needmatter of the Olympics and Paralympics all taking place on UK soil to ensure that every element of their offer and service is well andthis year, the domestic holiday market has the potential to crest the truly ‘on point’ as never before. This is the time to make a goodwave of our collective national pride, not to mention the continued impression on visitors, to encourage repeat business and good wordpopularity of ‘staycations’ for those tightening their belts. of mouth.With no sign of an economic bounceback on the horizon, just under The longer-term challenge for domestic players will be to maintaina quarter (23%) of those surveyed claimed they would be spending a the boost once economic worries start to ease and sunnier climesgreater proportion of their holidays in the UK this year, with the over become more tempting.50s and those with kids even more likely to be heading for Bognorrather than Benidorm.5 5 YouGov/Wimdu poll of 1000 Londoners, reported on telegraph.co.uk, 28 Dec 2011When August comes and the Olympic bandwagon hits the nation,many will seek cover; almost two million Londoners are on thelookout for an escape route from the city in August and couldrepresent low-hanging fruit for travel providers. And alongside thoselucky Olympic ticketholders, don’t forget the hundreds of thousandswho failed to get tickets but may still travel for the atmosphere – thisshould mean increased visitor numbers in all Olympic venue cities.For culture vultures, there’s the culmination of the Cultural Olympiadin the London 2012 Festival, which will run from June to September.Clearly, competition for the custom of Olympic visitors is going to betough, so brands will need to work hard to stand out from the crowd.The Queen’s Jubilee hands the nation a double bank holidayweekend, also in June, and presents another golden – or should wesay diamond – opportunity for travel companies to make hay whilethe sun (hopefully) shines.10 11
  8. 8. Operation Holiday: When you go on holiday, what experiences are you looking for?The Blueprint od and ew ith l r e l a x atSome of us can remember the days when all we expected from a fo m o al i o t veholiday was a nice sit-down and maybe some decent weather if we Dr d Spend ti To n Goo d ones inkwere lucky. For today’s savvy traveller however, the bar is set a littlehigher. But what exactly are holidaymakers looking for? 63% 55% 51% on the b e a n d qu a differ g ac g n n en ea pe ie erie n ci lazi t ch t c u lt u r Shhh... xp 45% 43% e 42% E i some h methi n -co u ntr up i so re g u st n ys S oa k N at Lear new ory ide 41% 35% 42% holid a in a m opping y sh ake their in 25% the UK lt i l n wi 12 20 41%12 13
  9. 9. A Taste of ParadiseTop of the list of holiday experiences, ahead even of spending time “Airplane travel is nature’s way of makingwith our loved ones, come the pleasures of good food and drink.While it may once have been the preserve of the gastronauts, eating you look like your passport photo.”well is something of a national passion today; no doubt fuelled by aconstant TV diet of Heston, Jamie and Nigella. Al GoreResearch by the Future Foundation supports our findings: two Another brand upping its game is Virgin Atlantic which recentlyand a half million people in the UK were influenced by a country’s launched a new meal experience for Economy passengers that isgastronomy when choosing their holiday last year.6 Resorts and hotels intended to feel more like restaurant service. Passengers receivewith a food offer, take note: quality cuisine is becoming a prerequisite a welcome cocktail upon boarding and then peruse a brand newand visitors will vote with their feet if yours is not up to scratch. menu which includes a separate dessert service. Nicer than having everything shoved in front of you all at once. Treats and refreshmentsTravel brands in general could do more to provide travellers with the are also delivered usherette-style during in-flight movies.foodie information they crave whilst on holiday: providing location-based mobile apps to find great local restaurants or partnering with And talking of in-flight meals, airlines could do more to use foodlocal cafés or bars to offer special tourist deals. There’s room for as a means to differentiate and really stand out from the crowd.useful content too; many travellers may welcome information on the Travelling is an important part of the holiday. And yet it can oftenstandout traditional ingredients and authentic dishes before they go, be more of a trial than an experience to savour. So many airlineswould be pleased to hear about the best places to find street food have a poor reputation when it comes to the tricky topic of in-flightduring the trip and recipes for authentic dishes or cocktails will stir meals and most no-frills airlines don’t offer much beyond pre-happy memories when they get back. packed sandwiches and crisps. Cost is the oft-cited obstacle: many operators simply don’t believe that passengers are willing to pay forOne brand already wise to the power of food is Aéroports de Paris. quality food. Our data suggests the contrary, that food offers a realIn December 2011 they partnered with French cooking school Atelier opportunity for airlines to stand out and increase loyalty. We believedes Chefs to give travellers passing through Orly and Charles de it’s an area that is ripe for innovation.Gaulle the opportunity to try their hand at French cooking classes.Participants could try out quick recipes for classic French specialities n s o me ar tlike salmon papillotte and then take their dish away to enjoy in-flight. le hi w a n t to ng 35% new6 nVision/Eurobarometer, UK, 201114 15
  10. 10. Meaningful Travel“Travel can be one of the most rewarding What men and women want from the holiday experience forms of introspection.” Lawrence DurrellSoaking up different cultures and a country’s history are also popular menexperiences people look for when on holiday, particularly when it 51% mcomes to the boys. Although travelling for cultural reasons is far from Wo e nnew, perhaps the current economic climate, along with the potentialthreat of restrictions on travel, is transforming what people wantfrom their holidays. 35%When money is tight, it’s harder to rationalise lavish spending, soderiving meaningful experiences from our holiday, rather than justa tan and a few souvenirs, may help justify the large hole holidays Authenticity and to experiencemake in our wallets. a different culture men 52% mThere has been some speculation that in the long-term, citizens may Wo e nbe allocated a carbon allowance (and therefore have to reduce theamount they fly). This, together with growing awareness that manyWorld Heritage Sites are now in danger of destruction, could also be 31%driving up numbers of those seeking a cultural angle to their holiday.‘Last Chance Tourism’,7 published in late 2011, notes the emergenceof a new phenomenon: being one of the last to visit endangereddestinations is now a new badge of honour. Soak up some history7 Harvey Lemelin, Jackie Dawson, Emma J. Stewart, Last Chance Tourism, Taylor & Francis,Nov 201116 17
  11. 11. Teach Me SomethingContinuing with the theme of meaningful travel, over a third of oursample expressed a desire to learn something new during theirholiday. This is clearly a developing market. For example, the Guardiannewspaper has launched its own online guide to learning holidays andrecently featured a full supplement on Life Changing Holidays.8Learning holidays tap into consumer desire for self-improvement.These days we busy ourselves with projects aimed at self-improvement: practising yoga, taking dance classes, reading self-help books and monitoring details of our health and wealth with life-tracking apps (Nike+, My FitnessPal etc). Learning holidays provideanother opportunity to add further strings to our bow.Currently, the market for specialist learning holidays is extremelyfragmented with many small tour operators and specialist agenciesdominating the space. Yet there’s clearly a wider appetite for learningexperiences and room for major operators to integrate elements ofwhat the niche players do into their own offer. This is an area wherecruise lines excel. Have a look at Princess Cruises Scholarship@Sea®programme which offers up to forty classes per voyage, includingsinging, ceramics, photography and lectures.Resort brands could partner with specialist or local operators to offerclasses or courses, such as wine tasting, circus skills, and thhoseinspired by the local surroundings: like pizza school in Rome, learningto play classical guitar in Andalucia or tango lessons in Buenos Aires.The advantage of major tour and hotel operators integrating learningopportunities into their offer is greater flexibility - people would nolonger be required to dedicate their entire holiday to one, intensivecourse and groups with different interests and needs could still traveltogether.8 http://www.guardian.co.uk/travel/learning-holidays18 19
  12. 12. Holiday Booking Channels:The Online ExplosionWe bank, socialise and even find love online, so it makes perfect Proportion planning to book flights and accommodation onlinesense that when it comes to holidays and travel, we want to do it via laptop/PC in 2012all online from researching to booking. Well over three-quarters ofus are planning to book flights or accommodation online in 2012.The plethora of travel sites and apps available allow flexibility, ing Fligindependence and the ability to ensure personally that you get the ok o h B tsbest deal. cco m gA o in k da BooHowever the online experience is a fragile one, which can be tionquickly wrecked if a platform or website does not perform at thehighest level, particularly at the booking stage. In a 2010 study by 82%PhocusWright and Akamai, it was found that 57% of people willabandon a web page if it takes more than three seconds to load.9 77%Evidently, tolerance is in short supply.It goes without saying that travel brands must deliver impeccable reassure consumers they are getting a good deal, partnering withperformance across all of their digital platforms in order to even independent review sites demonstrates transparency and live videoconsider competing. It’s critical to get this right. streams would allow them to virtually check out locations, resorts or hotels in advance before committing.The amount of time we devote to researching a trip has mushroomedwith the advent of price comparison sites and traveller review 9 Akamai/PhocusWright, Consumer Response to Travel Site Performance, April 2010sites. Where we once browsed a few brochures, we now trawl a 10 British holiday-planners drowning in sea of online research, M2 Presswire, 27 Jan 2011multiplicity of sources, combing reviews for potential negatives,scanning candid photos, soliciting opinions in online forums andcomparing prices.A 2011 survey by YouGov found that a fifth were spending morethan eight hours (or a working day) researching and planning their 60% I like to check as manyholiday.10 This suggests a degree of insecurity which travel brands sources as possible when I go on holidaycould attempt to alleviate. For example, price match guarantees20 21
  13. 13. The Youth Paradox Package Holidays Unpacked“No man needs a vacation so much as the Who’s planning a package in 2012?person who has just had one.” A d ult s of 35-49sElbert Hubbard, Writer, Artist, Philosopher of fa milie s ofA short diversion whilst we consider the younger traveller. Although 60% 32% 36%the sample answering this question was small,11 our survey indicatesthat a proportion of younger people are more likely to use a highstreet travel agent to book flights and packages than other groups.This seems at odds with our picture of younger people as digital Reports of the demise of the package holiday may have beennatives, fluent in online research and shopping. premature. The Travel Trade Gazette reported just last October that the ‘package holiday market share is in rapid and long-termIt could be that the younger members of this age group, who have decline’.12 And compared to their heyday, packages are a shadow ofless travelling experience and for whom the cost of a holiday is a their former self. Yet based on share of all holidays, Mintel observedgreater investment, are reassured by speaking to an expert who that the package sector actually outperformed the independentcan assure them they are spending their money wisely. It could travel market in 2010 for the first time in a decade.13 One of the majoralso be that they have more complex itineraries which are simply causes was the increased popularity of the all-inclusive; no doubttoo time-consuming or labour-intensive to manage personally. this is behind First Choice’s recent decision to reposition as a purely all-inclusive operator.The topic merits more in-depth research but it could be thatthere is an opportunity here for travel operators to target According to JWT’s however, this year over a quarter of Britishdigitally adept but novice travellers by combining the elements holiday makers plan on booking a package holiday as their main trip,of several booking options. For example, brands could provide rising to over a third amongst 35-49s and those who have children.the reassurance of real-life support via their digital platforms, These are the key life stages to target for package operators: manyperhaps using pop-up instant messaging with a travel expert. are juggling greater responsibilities at work, children or other familySimultaneously, high street travel agents could lure younger commitments. Those in these demographics simply have less timetravellers by digitising their retail space, making it more akin to to devote to trawling for the best possible holiday combinationbrowsing the Apple store, with touch screen kiosks and roaming and value the convenience, ease and peace of mind offered by astaff equipped with portable devices. package deal.11 The sample responding to this question that were 18-34 was quite small and therefore 12 Travel Trade Gazette, Why niches and DIY are bigger than packages, 6 October 2011findings should only be taken as an indication. 13 Mintel’s report Package vs Independent Holidays - UK February 201222 23
  14. 14. The Connected Traveller 2 The near ubiquity of mobile devices is changing the landscape of holidays and travel. As critical to packing as your undies, with similarly disastrous consequences if you forget them, mobiles are becoming the indispensable holiday tool. We are growing so accustomed to them, that two weeks without these appendages is unimaginable. For many, there is no longer a distinction between being connected and disconnected, both for work and social reasons. And this trend looks set to grow with penetration of smartphones and tablets projected to increase in coming years. This section of the report will explore the habits and motivations of tech-savvy travellers and how brands can use this insight to stay in their customers’ pockets whilst they traverse the globe.24 25
  15. 15. Have Device, Will TravelThere is no getting away from it: the travel sector will increasingly % of people who take and use the following mobile devicesneed to cater for online junkies who just can’t leave home without on holiday (frequently or sometimes)their portable friends. As younger generations grow up with mobiledevices constantly to hand, the idea of being ‘off’ or disconnected,even whilst on holiday, will become unthinkable. le t /i pad berr ader b ac k y eRe Ta BlA massive 88% of people surveyed told us they take some form ofmobile device on holiday and use it to some extent during theirstay. Most likely to be squeezed into the luggage is the uber-coolall-rounder tablet. Workaholic/teenage catnip-the Blackberry-isnext on the list, swiftly followed by the digital equivalent of a yard of 74% 67% 62%John Grishams, the Kindle. Smartphones are a mere whisper behind.Clearly it’s a combination of functionality and entertainment whichwe most desire. a rt p h o n ob ile pho op/netbo Sm e M n pt La o e kAs devices become ever more sophisticated it’s logical to assume thatpeople will come to rely on standalone gadgets less and less. Only thismonth The Telegraph reported that sales of point-and-shoot camerasfell by 30% in value last year; whereas photo sharing websites are 61% 47% 35%seeing growing numbers of users upload pictures from smartphones.14This trend looks set to continue as penetration of mobile devicesgrows. A recent YouGov report revealed that the percentage of peoplewho own a smartphone will double in 2012, reaching 68% in the UK. Devices OwnedBut it’s tablets that we predict will be the killer travel gadget. KantarWorldpanel ComTec reported in September 2011 that penetration Laptop/netbook 68%of the devices had tripled in the previous nine months,15 with plenty Mobile phone 50%of growth potential still left in the market. Tablets are the ideal Smartphone 48%portable travel gadget, serving up video, music, games, web and Tablet/iPad 11%communication all in one go. eReader 11%14 Compact cameras losing out to smartphones, The Telegraph, 13 January 2012 Blackberry 9%15 Apple dominates UK tablet sales, Financial Times, 11 September 201126 27
  16. 16. The Techno-Polar Conundrum The Spectrum of ConnectednessPenetration of highly functional devices like smartphones and tabletsare yet to reach tipping point in the UK. There are still millions ofpeople out there using feature phones with limited functionalityand connectivity. So it naturally follows that there is a spectrum of‘connectedness’; those with more capable technology are morelikely to be devoted and heavy users of their device. Industry datashows that smartphone users consume twenty-four times more datathan feature phone users for example.16 Those who own phones 39% of people disagree with the 31% of people agree with the statement “I like the idea of a statement “I like the idea of awhich are more limited in terms of functionality are probably less holiday resort where mobile holiday resort where mobilelikely to feel they can’t do without them. devices are banned” devices are banned”However, as penetration of smartphones grows and as tabletsand other devices become more ubiquitous, we can expect more Connected Disconnectedpeople to move along the spectrum to become connected. Anotherimportant driver here will be the EU’s decision to cap roaming costsat 80p per megabyte which comes into force in July 2012 – the costof using devices abroad is a major obstacle even for those who owncapable devices: 50% say they are put off by the cost of using their 32% of people agree with the 41% of people disagree with thephone abroad. The cap should encourage more travellers to dip a statement “I wouldn’t statement “I wouldn’t dream dream of turning off my of turning off my mobiletoe in the mobile data pool. mobile phone” phone”16 Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2010–201528 29
  17. 17. The Personal Assistant % of people who have used/plan to use their mobile device for the following activitiesin Your PocketAnyone who has spent more than five minutes driving through Rome l w e at h ew s of res ta ht chec k-or Lisbon, trying desperately to find their hotel and somewhere to ca vi g e u er ,r ra lo in ipark nearby, will immediately appreciate the benefits of mapping, Fl t r av e l ntsnavigation and even translation apps. , bars ine 43% nl & 40% hMobile devices lend themselves particularly well to practical usage 53% o o d te Rea lsfor travellers. A handy source of information and tools in your pocket,you never need be lost or lost for words again. (Literally, if you makeuse of instant translation iPhone app Vocre which can currentlycross-translate nine languages). According to a previous JWT survey, oc at i o n t purcha l b o oki /l b ke te49% of UK respondents agreed that “technology helps facilitate n Ho as s se Tic g USe gp ed[their] travel experiences and makes the trip more enjoyable”.17 appWe asked our tech-savvy travellers which applications they currentlyuse or plan to use on their next holiday. Appropriately, the travel- 39% 38% 35%related activity we indulge in most, is *drum roll* checking theweather; all else trails in the mighty wake of this national obsession.Beyond the more practical applications, it’s notable that 38% are online r on checalready comfortable purchasing tickets for events or attractions it ti a m k- ev Lo cusing their phones, demonstrating that there’s plenty of scope for Sub ins iewtransnational mobile commerce.And a quarter already enjoy sharing their experiences by checking- 33% 26%in to locations using services like Foursquare and Gowalla – thesechannels present excellent opportunities for brands to reachconsumers and visitors by developing a presence on these platforms.17 JWT Intelligence, Rebooting Travel, April 201130 31
  18. 18. Perhaps most striking though is the discovery that a third oftravellers are prepared to submit online reviews on the spot. Thisneatly illustrates the passion consumers now have for creating aswell as consuming content. Many brands are already opening up toconsumer feedback and this taps into a wider trend across businesstowards greater transparency.Thinking more proactively, travel brands could anticipate the needsof holidaymakers by sending functional information tailored to theirtrip like weather updates or details of local events. They could alsoseek to exploit location-based technology to target consumerson holiday with sponsored content, deals and offers relevant totheir trip. Imagine walking down the Las Ramblas in Barcelona andreceiving an offer for two for one deal admission to Sagrada Familia,or a free main meal at one of the many local restaurants, direct toyour mobile.Launched in mid-January 2012, Australian airline Qantas is piloting(on selected flights) wireless inflight entertainment in the form ofiPads for each of their passengers. The iPads will be pre-loadedwith the airline’s own Q streaming app which delivers access toover 200 hours of on demand television and audio programmes.Towards the end of the trial Qantas says it will allow passengersto view the streaming content on their own iPad whereby they canalso download video to watch within a 24 hour period of leaving theaircraft if the programme was cut short by the plane landing.In Japan a number of Kyoto’s hotels offer guests the option of rentingiPhones pre-loaded with useful information. The Kyoto GardenRyokan Yachiyo hotel offers free rental of the iPhone concierge,which includes a number of apps intended to help make their guests’stay stress free. For example, iDict translates street Japanese signsand menus.32 33
  19. 19. The Always-On Traveller % of people who engage in social use of technology several times a week or moreAs mobile technology morphs into an extra limb for many of us, weare accustomed to not only keeping abreast of the lives of others nd text d e mail ak e call Se ea m sbut also broadcasting the minutiae of our own. Our survey suggests R sthat even when on holiday we are unwilling to break away from suchhabits; we like to remain in constant contact with those back home. TXTDespite ever-more sophisticated devices, the top use of technology 66% 54% 51%on holiday for now is SMS: 66% of Brits text family or friends at leastseveral times a week whilst away, with 19% of people doing it at leastonce a day. intern Vo i ce m y to e m a rf pl u ck et ai il e Re S ChThis is no doubt driven both by the low and fixed cost of sending s lstexts as well as the preponderance of feature phones on the market.Things may change once mobile operators begin to introduce wwwclearer and cheaper options for roaming and penetration of smart 47% 44% 38%devices increases.Interestingly, we also love to email, with over half of us sending Fa c e b o t/s end m os/vidmessages several times a week or more and just over a quarter of us ck e ot en h eo ss e p o st c o m memailing at least once a day. For the time being, email could be an Ch k ag e lo a d f s on FBappealing way to communicate with travellers on the go, but brands Post onshould ensure that any messages are relevant and personalised Up Po FBto achieve cut-through. JWT found in 2011 that 53% of Britons werelooking for “faster ways to get personalised recommendations and 47% 27% 22%information while... travelling”.18 However, email alone is only a short-term fix and brands should already be looking to develop tools whichput control in the hands of the consumer – allowing them to access theinformation they need on demand. Two-way dialogue is also key - as which harnesses social network platforms to allow users to get advicetravellers love to share their views - so include a social element, which and tips for their trips from people they know. Or try out TripAdvisor’sallows them to contribute their own comments and tips as well as see Mobile City Guides for Android which combines information from travelthose of their peers. Take a look at US mobile app Trippy for inspiration, experts as well as fellow users for 20 cities worldwide.18 JWT Intelligence, Rebooting Travel, April 201134 35
  20. 20. Fear of Missing OutBut why is it that we can no longer go a week or two without “The best part of a holiday is perhapsfeeling compelled to connect with our social circle back home?One explanation could be the ‘Fear of Missing Out’ (FOMO), not so much to be resting yourself, as toa phenomenon JWT previously explored in 2011, which describesthe social angst we feel when our peers are more in the know, see all the other fellows busy working”.or experiencing or doing something we are not. Kenneth Grahame, Author47% of our survey agreed that when on holiday they “feel the needto keep in contact with friends and family regularly”. Another possible reason is the growing compulsion for many toshowcase their lives on social networks, working to maximise 46%their social status. Holidays offer the perfect opportunity to gather It’s important to me to communicate to others whatsocial currency; your stock rises with every shot of you on a white I’m doing whilst on holidaysandy beach in the Caribbean, bungee-jumping a gorge in NewZealand or sipping a cocktail at a rooftop bar in Miami.Consumers want unique and engaging experiences on holiday that 45% When my friends share travelthey can communicate to their friends and family. Why? Because experiences it makes methey know it’s the perfect way to both stand out from the crowd want to get in on the actionand make their social circle green with envy.Brands need to think about how to engage consumers once on 41% Seeing my friends postholiday and how to create an experience that’s high in social 29% about their travel activitiescurrency and worth communicating. If done correctly, this will not tends to make me jealousjust benefit the consumer but also the brand by turning sociallysavvy consumers into instant brand ambassadors. Sharing my travel activities makes me stand out in my social network36 37
  21. 21. The Rise of Social Travel The Poolside OfficeSocial platforms also provide brands with an alternative space What is the point of holidays? A little bit of escapism? A time forto talk to consumers: one which they have taken care to build. getting away from it all, a complete break from the nine to five? ForHolidaymakers are ready to use their social networks to research some of us, it seems it’s no such thing. To varying degrees, we’reand plan travel. The Future Foundation reported that a quarter of us gradually blurring our work with pleasure.were planning to do this as far back as 2010.19 Significant numbers of us are harnessing mobile devices to workSo why not go to them rather than expect them to come to you? more flexibly in all kinds of ways: managing diaries, SkypingThis is exactly what Delta Airlines did in 2010 when they launched colleagues and even accessing the company’s intranet. More thanan online booking app on Facebook which enabled US customers one in ten of us even claims to keep working throughout the holiday.to search, book and pay for flights all through the social networking Which must be great fun for the rest of the family.site. An upgrade allowed friends to plan activities together, bookrooms and decide where to travel. For those who work freelance or run their own business, it’s important to always be available for clients; one can never reallyKLM will go a step further in 2012 when the airline launches its ‘Meet switch off 100%. But what about everyone else? We asked our paneland Seat’ service which will allow passengers to choose who they sit why they chose to keep working on their holidays. Can we simply notnext to via their social media profile. Passengers will link their check- bear to be parted from Steve in Accounts? Can we not control thatin information and opt-in to the service allowing friends, colleagues burning desire to file the quarterly sales report?and perhaps even lonely hearts to meet up in the sky. One might expect that workers are being pressured into it bySocial Flights (https://www.socialflights.com/) harnesses the power demanding bosses, but that seems not to be the case for mostof both social networking and group buying to enable like-minded people. More frequently, people are choosing to work on holiday fortravellers to team up and buy flights together on private jets. their own reasons.And don’t forget, social media provides an apt platform for customerservice, with Twitter in particular allowing brands to respond in real-time to queries and complaints as well as providing immediacy ininformation updates.19 nVision/World Travel Market, Leisure: Travel and Tourism 201038 39

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