New research reveals a worrying disconnect between what so-called connected travellers want from a trip and how parts of the industry are failing to respon.
For example, almost half (45%) of travellers who plan or buy a trip via a mobile device would welcome an app to book activities and things-to-do once in-destination, yet only 15% of hoteliers offer similar services on their own applications.
Furthermore, a third of the same traveller type would like a hotel to provide either a SIM card or temporary mobile device for guests, but just 7% of properties currently offer such a opportunity.
The results are found in the latest wave from a study by TripAdvisor and Ipsos which is part of the ongoing TripBarometer research into industry and consumer behaviour.
So what else did the study reveal?
Top-line findings
Regions with highest percentage of connected travellers (those who have planned or booked via mobile device):
- South America - 57%
- Middle East - 55%
- Asia - 49%
The global average for the number of hotels offering a mobile-friendly website is just over half (56%), with 55% accepting bookings via a mobile. This compares to 51% and 59% respectively for the UK against 59% and 63% for the US.
Travellers want hotels to reach their tech needs, it appears, with almost all suggesting it would be useful for hotels to offer adaptors, chargers and converters for the myriad of devices the modern traveller now takes on a trip.
A third (34%) say they would find mobile check-in at a hotel to be a "useful" service.
In terms of what people are doing with their mobiles, TripAdvisor compared the differences between travellers who have and have not planned or booked a product on a device...
Senior vice president of product at TripAdvisor, Adam Medros, says:
"While booking travel via mobile is ultimately on the rise for all travellers, for the Connected Traveller smartphones are the essential travel companion.
"Through travel apps, Connected Travellers are finding their way around, looking for places to eat or things to do and reading reviews. They are also more likely to see their smartphones as a booking device, both before a trip and while in-destination."
NB:Tech-savvy traveller image via Shutterstock.