Last updated: 04:17 PM ET, Thu June 09 2016

Priceline Group Unveils Study On Millennials, Technology and Travel

Travel Technology | Gabe Zaldivar | June 09, 2016

Priceline Group Unveils Study On Millennials, Technology and Travel

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Technology greets us at every turn throughout our travels. A recent survey proves that the ubiquity of apps and Internet access means a growing expectation will fill the industry in the coming years.

The Priceline Group, the people behind such entities as, and Kayak, unveiled the results of a survey Thursday. The study queried 1,000 people over the age of 18, and it centers on technology and how it influences travel experiences and behavior. For example, 59 percent of those surveyed said that a lack of Internet connection would mean crossing a destination off the list.

Over half the people would consider going off the grid a reason to completely ignore what could be a magical adventure.

This is the hold technology has on so many of us.

We are used to filling the days fiddling with one app after another. And we live in a great era of myriad apps dedicated to our travel needs.

However, it might make more sense for brands to concentrate on a tech tool that can do everything.

Priceline Group found that over half (54 percent) really want a Jack-of-all-trades app that could do everything travel related for them. CMO Pepijn Rijvers offered thoughts on the survey: “We believe that people are looking for functional advances with technology in order to support their travel experiences, rather than redefining what travel actually is. These survey figures validate our hypothesis, and are in line with our approach to using technology to enhance our customer experience.”

That experience is changing in ways you may not have previously contemplated. Many think that things such as paper documents and asking for directions would become mere anecdotes you tell younger travelers in a decade’s time.

We may give tech a hard time in separating us from our fellow humans, but it does a tremendous job in eliminating hassles. As the industry grows alongside the Internet and smartphones, travelers will just assume that a trip will be nearly as easy as walking around their own neighborhood.

Speaking of the younger crowd, millennial travelers have an idea of what the industry will be in time, as 34 percent would try out a virtual trip using a VR headset ahead of a hypothetical journey.

READ MORE: Sex And Travel: What A New Study Teaches Us About 'International Relations'

Most importantly, tech is precisely what drives a great deal of travel for the younger generation. The release states: “89 percent of millennials indicated that mobile technology has made them more likely to book activities or excursions during a trip as opposed to in advance, compared to 72 percent of all respondents.”

And this generation is an adventurous bunch — 32 percent would travel 1,000 miles or more for the best meal in their lives. If you ask us, that’s not very far at all for a life changing experience.

In any case, ease of use remains the greatest asset a brand or OTA can have in attracting travelers. We have become a mass of travelers that skip the hours of research that might normally go into carving out an itinerary for a simple device that knows all.

That means the modern traveler expects an Internet-size of information in the palm of their hands — no matter where they travel.


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