How purchasing trends, trip motivations and booking behaviors differ across four markets

It's critical for travel companies to understand the consumer behaviors and preferences that influence purchase decisions.

Commissioned by Google, Phocuswright recently published a series of reports on digital travelers in Brazil, Australia, South Korea and Japan.

These reports take into consideration local economic and cultural influences to provide consumer insights about each unique market including:

• Purchasing trends
• Trip drivers and motivations
• Online shopping and booking behaviors
• Attitudes toward personalization and digital travel assistants

Here are just a few findings from this consumer research:

• Brazil: When planning travel, most younger travelers who use a smartphone have adopted a mobile-first mentality. Six in 10 smartphone users aged 18 to 34 agree they use their smartphone more than a desktop computer/laptop when planning travel.
• Australia: Laptops/desktops dominate travel research, planning and booking; mobile rules in-destination activities.
• South Korea: Roughly two thirds of leisure travelers typically use an online travel agency for flight/hotel shopping and just under half typically book via an OTA.
• Japan: The importance of privacy and security to many Japanese users remains a major obstacle to spending more time on their smartphones. Survey respondents exhibited a willingness to forego accuracy in personalization of advertising messages in order to protect their privacy.

The reports are available to Phocuswright Research Global Edition and Open Access subscribers.

Not a subscriber? Learn how to gain company-wide access to Phocuswright's research library here.