The Modern Traveler in the Digital Age

If you aren’t engaging with your clients in the digital space, you may want to start now.

A revealing survey from Travelport showcases how in love travelers are with their digital devices, their reliance on smartphones and even their deep engagement with voice search capabilities—all of which they use to research travel.

Travelport's Global Traveler Survey asked 11,000 people worldwide about their digital habits when planning a journey and found that most are looking online.

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When looking at their travel options, 81 percent use peer-to-peer reviews to research. More surprisingly, 47 percent say that they use voice search (such as Amazon Echo and Google Home) in their travel planning and nearly 25 percent of those over the age of 55 use a smartphone to book a trip, proving that the digital age has transcended every generation.

"These findings demonstrate the significance of digital tools for travelers before and during their journeys,” said Gordon Wilson, president and CEO of Travelport.

“They highlight the need for the $7.6 trillion global travel and hospitality industry to adapt continually to provide responsive, relevant and timely services for customers,” Wilson added.

When on a trip, clients are looking for tools that make navigating their itinerary a breeze.

Top on their list: 70 percent of travelers believe that digital boarding passes make travel easier. Sixty percent feel a good digital experience is important when they choose an airline, and 44 percent rely on their smartphones to navigate a destination.

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These days, clients are indeed tech-savvy. An agent who highlights an airline because of its technology use or a hotel that provides seamless online check-in is sure to make a lasting impression.

“Whether young or old and in whichever continent, providing relevant and timely digital tools and content is no longer an accessory but an essential means of reaching and satisfying the modern traveler from the moment they search to the moment they return from their trip,” said Wilson.

But just because a new generation of clients are looking to the online space doesn’t mean it isn’t a good idea to put tried and true skills to work. The modern traveler is looking at tech, but it isn’t always with admiration.

The Travelport survey found that travelers have a love-hate relationship with their devices. Sixty percent say they would be lost without their smartphones, but 43 percent would love to escape the digital world.

The ultimate success will come to the travel agent who can successfully combine new high-tech methods of engagement with old-school tools such as face-to-face relationships that drive business.