Leisure travellers in the US are increasingly seeking travel inspiration online and want to stay connected while travelling, according to Google study, ‘The 2013 Traveller’.
It found that 68% of leisure travellers began researching online before deciding where or how to travel compared with 65% in 2012. According to the study, 42% of travellers are likely to use their smartphone or tablet to access travel-related information while travelling compared with 33% in 2012.
Leisure travellers are more inclined to conduct research and price comparison, with 66% saying they planned to spend more time researching before booking travel, compared with 60% of business travellers.
Leisure travellers ranked price as the most important factor when booking travel, followed by activities specific to their interests and their past experience of a destination. Travellers were more likely to make a booking if they were members of loyalty programmes or rewards schemes.
The findings of the report are based on the responses of 5 000 travellers residing in the US. The full report can be accessed here.
