Learn about how travel is being redefined and how social media is helping create a new travel paradigm.

1. TRAVEL

2. FLTRTRAVEL
PLANNING APPING BOASTING
Travel, like many industries This document We’ve divided FLTR
outlines MBLM’s by the way we travel:
today, has been transformed FLTR on Travel, and Planning, which now
what we’ve observed, seems centered on
by technology. The travel investigated and convenience and
psyche is now different, with a detailed in this always- access; During a Trip,
evolving industry. seemingly about
self-empowered focus and a enablement; and Post-
desire to share. Travel agents Trip, which has become
about sharing and
have largely been replaced, fulfillment.
travel books generally made
obsolete. How we share our
experiences is now redefined.
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3. PLANNING GOES MOBILE
MLANNING (M-LAN-ING), NOUN
THE ACT OR PROCESS OF USING MOBILE
TOOLS TO PLAN AND/OR BOOK TRAVEL
B O O K T R AV E L H E R E !
36
USE
AM
ER
IC
SMARTPHONES
AN
S TO RESEARCH TRAVEL,
AND THAT NUMBER
WILL DOUBLE
MILLION BY 2016. 1
Mobile use was responsible for US Google projects that in 2012 8 percent According to a Nielsen study of Nearly a quarter of all U.S. hotels
$2.6 billion in travel booking value of mobile users will be booking travel U.S. travelers, today 40 percent of now offer mobile apps, according
in 2011. That number is projected to from their smartphones. 3 guests book a room using their to a survey by the American Hotel
exceed $8 billion by 2013. 2
mobile devices after performing a & Lodging Association. 5
mobile search. 4
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4. PLANNING
The following observations demonstrate different trends impacting travel planning: the frustration caused by airline pricing,
the need for customer reviews and the desire for the different.
Nickel-and-Diming Transparency Niche
Airlines have angered many by reducing or removing services. Hotels are starting to include customer ratings and reviews on Travelers are looking to visit exotic and unusual destinations
Now blankets, snacks, luggage (even carry-ons), seat their own websites. This has been dictated by recent studies they haven’t already visited. Notes Mary Ann Ramsey,
assignments and reservations can be subject to additional suggesting that reviews are imperative. Forrester found that president of Betty MacLean Travel, “Small and exotic are the
charges. There are threats of additional charges for families nearly 50 percent of consumers would not book a hotel that lifeblood of the industry.” In addition, “voluntourism” is on
sitting together or for selecting window or aisle seats. doesn’t have online reviews. PhoCusWright noted that people the rise, where tourists combine travel and volunteering.
Ryanair once proposed pay toilets on its planes. 6, 7
who read online hotel reviews are 59 percent more likely to G Adventures in Toronto, Canada, has doubled its number
book. Starwood and Marriott Insider both post reviews on of voluntourism trips in the past year. 9, 10, 11, 12
their websites, and Wyndham Rewards provides a stream of
recent TripAdvisor reviews. 8
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5. APPING DURING A TRIP
TOP FIVE USES OF APPS WHILE TRAVELING:
PHOTOS, MAPS, SEARCH, RESTAURANTS, SEARCH ACTIVITIES, CHECK INTO FLIGHT
APPLIFICATION
(AP-PLUH-FI-KAY-SHUHN), NOUN
THE ACT OR STATE OF BEING APPLIFIED;
THE INCREASED OR EXPANDED USE OF
APPS WHILE TRAVELING
There are approximately 130,000 When considering all apps downloaded, Across all travel apps and websites Three of four active travelers use
travel apps in the Apple App Store. 13
12 percent of people have downloaded in June 2012, U.S. Android and iOS their mobile device and apps while
an app related to travel. 14 users spent 95 percent of their on the move. 16
time in apps versus 5 percent on
the Mobile Web. 15
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6. APPING
From increasing spending and being left alone to switching travel experiences, travelers are being catered to with more luxury shopping,
more technological advancements and more innovative hotel options.
Hey, Big Spender Leave Me Alone ... Game Changers
A 2012 study reports that global luxury sales in airport New, innovative technology is expediting the airport Onefinestay, a start-up, describes itself as “the world’s first
duty-free stores will grow 25 percent in the next two experience—and helping other people avoid people and unhotel.” The “Zip Car of hotels” allows people who are
years, reaching $44.5 billion. According to recent surveys, delays. At Las Vegas’ McCarran International Airport, a new going out of town to rent their home to travelers. It has been
passengers are often in a different mind-set when they terminal features 150 kiosks and 14 gates equipped with launched in London and will be launched in NY later this year.
travel: more open to discovery, self-indulgence and gifting. self-tagging and self-boarding technology for the carriers Similarly, Freehand, a high-end hostel developed by the Sydell
As a result, they are more demanding and expect a genuine operating there. 18
Group (owners of the Ace Hotel and NoMad Hotel), is aiming to
shopping experience. 17
offer guests conversations and friendships with each other. 19, 20
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7. BOASTING AFTER A TRIP
SMOASTING (SMOHST-ING), VERB
TO BOAST OR BRAG VIA SOCIAL MEDIA21
SHARE
RESTAURANT REVIEW
VACAT I O N R E V I E WS
THE TRAVELER
CRITIQUE RAVE
LIKE
46 percent of travelers post hotel 40 percent of travelers post 40 percent of travelers post 55 percent “liked” Facebook pages
reviews after a trip. 22
activity/attraction reviews. 23
restaurant reviews. 24
to a specific destination. 25
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8. BOASTING
Twitter and Facebook are providing effective outlets for customer complaints, forcing travel brands to rethink how they behave.
For the jaded traveler, virtual reality and outer space are becoming new ways to explore new adventures.
Social Venting If You Can’t Take It, Fake It The Final Frontier
Once seemingly bureaucratic labyrinths, airlines have become Virtual reality apps are becoming more commonplace, Just back home and looking for your next adventure? Time
remarkably accessible, thanks to social media, especially in enabling travelers to visit destinations virtually. The Mexico to consider a journey beyond. Virgin Galactic may be
the real-time world of Twitter. Passengers are slamming social Tourism Board recently created an augmented reality operating as soon as next year, just one among several firms
media sites with complaints about air travel experiences. This postcard. Lonely Planet offers Compass City Guides on vying to take jaded travelers or thrill seekers to the upper
raises questions about whether service has really changed or Android screens, complete with GPS-enabled maps and reaches of the atmosphere—and beyond. Options range from
passengers simply have more outlets for venting. augmented camera reality views. 26, 27
a few moments of weightless delight (most for six figures)
to weekslong Apollo mission-style adventures. 28
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9. ACKNOWLEDGMENTS & SOURCES
EXECUTIVE EDITORS PLANNING GOES MOBILE APPING DURING A TRIP BOASTING AFTER A TRIP
Mario Natarelli 1 Overcoming the Mobile-Research Booking Gap. 13 Fields, Matthew. Infographic – How Mobile Technology Is 21 Harrison, Tara. Smoasting: The Latest Travel Trend. Travel
eMarketer. August 10, 2012. http://www.emarketer.com/ Changing the Travel Industry. Social Media Chimps. May 8, Weekly. August 29, 2012. http:/ /www.travelweekly.com.au/
Rina Plapler Article.aspx?R=1009254 2012. https://socialmediachimps.com/2012/05/infographic-
how-mobile-technology-is-changing-the-travel-industry/
frontline/take-a-break/keep-on-smoasting
2 Mobile Marketing Statistics 2012. Snaphop. 2012. http:// 22 Laird, Sam. How Tech and Social Media Are Changing
snaphop.com/2012-mobile-marketing-statistics/ 14 Fields, Matthew. Infographic – How Mobile Technology Is Travel [INFOGRAPHIC]. Mashable. March 24, 2012. http://
EDITORIAL AND DESIGN TEAM Changing the Travel Industry. Social Media Chimps. May 8, mashable.com/2012/03/24/how-tech-is-changing-
3 Fields, Matthew. Infographic – How Mobile Technology Is 2012. https://socialmediachimps.com/2012/05/infographic- travel-infographic/
Carrie Ruby
Changing the Travel Industry. Social Media Chimps. May 8,
2012. https://socialmediachimps.com/2012/05/infographic-
how-mobile-technology-is-changing-the-travel-industry/
23 Laird, Sam. How Tech and Social Media Are Changing
how-mobile-technology-is-changing-the-travel-industry/ 15 Dennis, Brandon. Travel Plans – Mobile Search or Apps? Travel [INFOGRAPHIC]. Mashable. March 24, 2012. http://
Daryl Drabinsky Technorati. September 4, 2012. http://technorati.com/ mashable.com/2012/03/24/how-tech-is-changing-
4 Dennis, Brandon. Travel Plans – Mobile Search or Apps? technology/article/travel-plans-mobile-search-or-apps/ travel-infographic/
Technorati. September 4, 2012. http://technorati.com/
technology/article/travel-plans-mobile-search-or-apps/ 16 Fields, Matthew. Infographic – How Mobile Technology Is 24 Laird, Sam. How Tech and Social Media Are Changing
Changing the Travel Industry. Social Media Chimps. May 8, Travel [INFOGRAPHIC]. Mashable. March 24, 2012. http://
5 McCarthy, Cathleen. Mobile and Facebook Hotel Bookings
Special thanks to the entire team on the Rise. Fodor’s. August 27, 2012. http://www.fodors.com/
2012. https://socialmediachimps.com/2012/05/infographic- mashable.com/2012/03/24/how-tech-is-changing-
how-mobile-technology-is-changing-the-travel-industry/ travel-infographic/
news/mobile-and-facebook-hotel-bookings-on-the-rise-
at MBLM for their contributions, 5911.html 25 Laird, Sam. How Tech and Social Media Are Changing
APPING Travel [INFOGRAPHIC]. Mashable. March 24, 2012. http://
observations, insights and input— mashable.com/2012/03/24/how-tech-is-changing-
PLANNING 17 Chinese Tourists Help Fuel Luxury Boom in Airports. Red travel-infographic/
their FLTR work on Travel made this Luxury. August 23, 2012. http:/ /red-luxury.com/2012/08/23/
6 Steffy, Loren. What Will Airlines Charge Fees for Next? Chron. chinese-tourists-help-fuel-luxury-boom-in-airports/
report possible. July 25, 2012. http://blog.chron.com/lorensteffy/2012/07/ BOASTING
what-will-airlines-charge-fees-for-next/ 18 Nicas, Jack and Daniel Michaels. The Self-Service Airport.
The Wall Street Journal. August 27, 2012. http://online.wsj. 26 Fox, Linda. Brings Brochures to Life via Virtual Reality App.
7 Hobica, George. Top 10 Most Obnoxious Airline Fees. com/article/SB1000087239639044354550457756750142 tnooz.com. Jan 5, 2012. http://www.tnooz.com/2012
FLTR is a monthly collection of shared Airfarewatchdog. September 21, 2007. http://www. 0272414.html /01/05/news/saga-travel-brings-brochures-to-life-via-
airfarewatchdog.com/blog/3800552/top-ten-most- virtual-reality-app/#u9odVS1sRPwzTPxk.99
insights, ideas and observations obnoxious-hidden-airline-fees/ 19 Ha, Anthony. Onefinestay Is Like a Super-Fancy Airbnb,
and It Just Raised $12M. TechCrunch. June 19, 2012. 27 So, Winnie. 10 Top Augmented Reality Apps. CNN Travel.
8 Farley, Amy. How Hotels Are Embracing the Online Customer
gathered from our work and the world Review. Travel + Leisure. June 2012. http://www.traveland
http:/ /techcrunch.com/2012/06/19/onefinestay-series-b/ March 8, 2011. http://articles.cnn.com/2011-03-08/travel/
cnngo.augmented.reality.travel.apps_1_world-heritage-list-
leisure.com/articles/how-hotels-are-embracing-the- 20 Suqi, Rima. First Look | The Freehand Miami Beach. apps-android-market?_s=PM:TRAVEL
around us. Check out our recent FLTR online-customer-review/ T-Magazine. August 20, 2012. http:/ /tmagazine.blogs.
nytimes.com/2012/08/20/first-look-the-freehand- 28 McKinley, Jesse. Space Tourism Is Here, Wealthy
Olympics issue. 9
Terrero, Ruth. Luxury Trend: Small and Exotic Travel. Luxury
Travel Advisor. August 27, 2012. http://www.luxurytravela
miami-beach/ Adventurers Wanted. September 7, 2012. http:/ /travel.
nytimes.com/2012/09/09/travel/space-tourism-is-here-
dvisor.com/editors-letter/luxury-trend-small-and-exotic-travel wealthy-adventurers-wanted.html?ref=travel
COPYRIGHT MBLM © 2012 All rights reserved. 10 Fitzsimmons, Annie. 8 Luxury Travel Trends for Summer
2012. Forbes. April 25, 2012. http://www.forbes.com/sites/
anniefitzsimmons/2012/04/25/8-luxury-travel-trends-for-
summer-2012/
11 National Volunteer Week Marks the Rise of Voluntourism.
The African Business Journal. May 31, 2012. http://www.tabj.
co.za/african_business_news/nationalvolunteerweek.html
12 Foxman,Stuart. Adventure Travel: What’s Hot, What’s Not.
Reader’s Digest. http://selection.readersdigest.ca/
node/12804
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