Digital agency BIO polled 2,000 British holidaymakers online and found that "saving money" is the most important benefit that digital technology can deliver to a traveller.
Never mind automatic check-in, targetted offers or contactless payments, nearly half the sample (49%) ticked the "save me money" box when asked to choose up to five from a list of twelve potential benefits.
However, optimists could easily point to the glass being half full - as more than half the sample see tech as more than a means to get a good deal.
Nonetheless, it does give the lie to some parts of the industry who seem to think that we have moved beyond the web being all about price and that personalization is the end-game.
The "digital experience" hardly gets a look in. Make recommendations based on previous purchases in an Amazon-type way - 13%. Suggest itineraries based on your profile? Ditto. Social recommendations? Only slightly more interest at 14%.
Even the vaguest of categories around this - "make the experience more tailored" - only got one-in-four ticks during the multiple-choice exercise.
But one option which piqued the sample's interest was the idea of using tech to connect holidaymakers with people who had "been there, done that." One on four was interested in this variation on live chat.
Using tech to enhance the actual travel experience fared better - three in ten were interested in tech which could help reduce the amount of time queueing.
Only one in six (14%) expressed an interest in automated check-in or in contactless payments.
Another observation is that contrary Brits are generally dissatisfied with the way technology is used in travel - one in five dismissed all the suggestions, so there is a gap for a travel company or tech provider to fill, once of course they find out what the gap is.
Click here and scroll down to download the report in full.
NB Steel hand image by Shutterstock