1. The Rise of
Skift is proposing a new model to look at
the mobile-first travel consumer. The silent
traveler is the travel consumer who turns
to their mobile devices first, seeking a
solution to in-trip challenges that used to
be the primary domain of customer- service
staff. In this report, we examine the changes
that these customers are creating across
numerous verticals in the industry — and
we look at the important opportunities they
now present to travel brands that can adapt
to their dynamic and evolving expectations.
SKIFT REPORT #20
This material is protected by copyright.
Unauthorized redistribution, including email
forwarding, is a violation of federal law.
Single-use copy only.
If you require multiple copies, contact us at
By James O’Brien + Skift Team
Reaching Out to
Available now for iPhone and Android.
3. The Rise of the Silent Traveler SKIFT REPORT #20 2014
Egencia® is a leading global travel management company (TMC) and part of the
Expedia® group – one of the world’s largest travel companies. Egencia helps
companies increase the productivity of their business travel by delivering inno-
vative, intuitive online and mobile solutions and expert travel consultant services
for both travelers and travel managers. With Egencia, business travel is more
efficient and easier to manage making it a more cost-effective investment for
10,000 Egencia customer enterprises in over 60 countries worldwide.
Bringing Consumer-inspired Innovation to Corporate Travel
Egencia develops and deploys its own global technology, infusing it with insights
into the user experience from its parent company, Expedia. Egencia seamlessly
integrates consumer-grade usability, robust inventory and expert customer ser-
vice into a global corporate travel management system. This system makes the
business travel experience better – from planning, to booking, to completing
the trip – while giving corporations what they need in terms of policy control,
reporting, and duty of care.
Mobile Solutions for Modern and Future Travelers
Egencia’s mobile application, Egencia® TripNavigator, dramatically improves
the in-trip experience of business travelers, provides step-by-step naviga-
tion, last-minute mobile hotel booking and integrated access to Egencia
corporate travel consultants. Using technology developed for Expedia’s con-
sumer travel mobile apps, among the most popular apps in the world, Trip-
Navigator offers business travelers smart, state-of-the-art features that are
perfectly aligned with their companies’ travel management requirements.
For more information, please visit www.egencia.com or email
4. Get the twice-monthly Skift Trends Report for the latest intelligence
on the travel industry.
Each edition in our new series of reports will brief you on a specific
trend, providing insight into the current state of the market, the context
around the trend, and where the industry is heading in the near future.
After you subscribe, you will receive 24 reports direct to your inbox
for an entire year. Reports are delivered as a downloadable PDF.
For any comments or questions, email us at firstname.lastname@example.org.
For more information on past reports go to Skift.com/travel-trends.
Subscribe to the Skift
5. The implications of an increasingly independent, mobile-equipped
consumer are far-reaching for every vertical in the travel industry.
Even as airlines, hotels, and in-destination attractions and offerings
continue to rely upon meaningful interactions with their customer,
a significant segment of travelers are turning first, in new and pow-
erful ways, to their devices to solve trip-related challenges that have
historically been resolved by in-person experiences.
From booking to getting there, to what the consumer does in-
destination, this silent traveler, as we have termed the model of
their behavior and choices, is typically both young and possessed
of significant spending power in the marketplace. And while their
move to mobile as a first choice in solving travel problems is driving
a range of changes for brands, these consumers are simultaneously
creating new emphases on more complex and highly personalized
experiences at the times when they do turn to on-site staff.
Emerging from this mix of pulling away and drawing close, for the
silent traveler and travel brands, are new models and approaches
for both customer relations and local discovery. As brands and
third-party developers seek to capture the attention of the self-
reliant, digitally savvy traveler on mobile screens — bringing about a
spectrum of opportunities in the realm of apps, ad tech, and hybrid
approaches — the conversation is turning to how the very devices
that stand to take some tasks away from the human-to-human ex-
perience can perhaps ultimately more intimately connect the travel
industry to its customers throughout every trip.
The Rise of the Silent Traveler SKIFT REPORT #20 2014
6. Table of contents
Skift is a travel intel-
ligence company that
offers news, data, and
services to professionals
in travel and professional
travelers, to help them
make smart decisions
Skift is the business of
Executive Summary 5
Defining the silent traveler 9
Reaching the silent traveler 11
Terminal matters: the silent traveler and airlines 11
Hotels and the silent traveler 13
Discovery: the silent traveler in-destination 14
Additional avenues to the silent traveler 16
Outreach: ad tech and the silent traveler 16
Hybrid service iterations 17
The Rise of the Silent Traveler: What
does it mean for Travel Buyers? 18
Insights and Strategies 20
About Skift 21
The Rise of the Silent Traveler SKIFT REPORT #20 2014