GOOGLE REPORT: How Travellers Use Their Phones


Google recently surveyed US smartphone users aged 18-64 on how they use their phones when they travel. The report is essential reading for travel businesses, travel tech developers, and anyone involved in the travel industry. Here are the report’s key findings:

1. Smartphones are travel guides.

More than half of smartphone users turn to their device in I-want-to-go moments. Most often, they’re seeking out discounts and researching activities to do before and during their trip.

2. Apps are for loyalty and convenience.

Travelers rely on both apps and mobile sites, but for different purposes. Apps are often used to track loyalty programs and access digital boarding passes, while mobile sites are used to research activities.

3. Simplicity of use is key.

For consumers, there is not a more valuable attribute in a travel app than ease of use and navigation. This is nearly twice as important as anything else an app can offer.

4. Memory is a dealbreaker.

Taking up too much phone memory is the #1 app-related issue that leads consumers to uninstall a travel app. However, people will give your app another shot if changes are made.

Get the full report here – Think With Google: How People Use Their Phones for Travel (PDF)


About Author

Tim is one of representasia’s co-founders and the company’s CMO. He has been in the tourism industry since 1992 and has worked in Paris, London, Saigon & Bangkok. He has a strong background in operations, technology, sales & marketing. Representasia is his second business venture, following his founding of a successful Vietnam DMC in 2009.

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