With summer just around the corner, two studies released in late 2013 provide important insights for businesses focused on 2014’s vacation sweet spot.
Google’s travel study found that 68% of leisure travelers now research their vacation choices online, quantifying a widely-held perception that people begin their travel planning with a trip around the Internet. Google also discovered that online videos now heavily influence travel deliberations, and declared videos “key throughout the travel funnel.”
TripAdvisor’s TripBarometer survey concluded that mobile devices are already “an essential part of the travel experience,” and about 61% of U.S. travelers use their mobile devices to engage in social media while on vacation. About 20% of respondents even admit to a little electronic word-of-mouth advertising, saying they use their devices to brag to their friends about their vacation destinations.