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The Week in Stats: Understanding Tomorrow's Travelers

May 1, 2015

From a new report on the future of travel by Amadeus to a breakdown of multigenerational travel from AARP, the week in travel stats was full of insights into how consumers are looking to plan and book vacations.

67 Percent of Travelers Seek Simplicity

By 2030, shifts in social, economic, and technology trends will mean the world is a very different place to that of today, according to the new "Future Traveller Tribes 2030: understanding tomorrow's traveller" report by Amadeus. Written by global consumer trends consultancy, The Future Foundation, the rising importance of social capital, authentic and unique experiences and a desire for wellness and relaxation will surpass demographic and traditional segmentation as they key drivers of traveller motivation.

This report encourages the travel industry to think differently about their customers and highlights the need for a much greater focus on traveler’s values and beliefs, in order to provide a better and rewarding customer experience. With findings based on interviews with leading futurologists, travel industry experts and travelers from across the world, the report defines the six ‘traveler tribes’ or segments that will emerge by the end of the next decade.

In the U.S., Amadeus polled 800 consumers who traveled at least twice in the past year to learn more about what drives them to travel and how they most closely identify with the traveler tribes. The poll found that the majority (67%) of U.S. travelers aligned most closely with Simplicity Searchers, seeking ease and transparency in their travel planning. Other interesting survey findings include:

- 45.4 percent of respondents agreed the best part of their most recent trip was the chance to unwind from feeling overworked.
- 42.7 percent of the respondents said their in-flight guilty pleasure was to flip the “off switch”.
- When asked about the future of travel, 38 percent are most excited about mapping technology to facilitate a hassle-free trip.


47 Percent of 45 Plus People Planning Multigen Trip

AARP Travel has announced new insights into multigenerational family vacations.

The new research conducted by AARP Travel of people 45 and older offers valuable insights into multigenerational vacations including why families are going, where they're going, what they do on these family vacations, the challenges to plan them and why they create memories of a lifetime. AARP is also giving away a family vacation for six for an Alaskan cruise, Grand Canyon adventure, or Hawaiian getaway to one lucky sweepstakes winner. A daily prize drawing is also held and each day one winner will receive a gift card. 

Visit to participate in the sweepstakes.

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Mobile Only 8 Percent of Hotel Bookings

According to a national study by D.K. Shifflet and Associates, less than 10 percent of hotel reservations made in 2014 were done so using a handheld device. DKSA’s research reveals just eight percent booked with a handheld device. Of that figure, four percent booked with a smartphone, while another four percent made their reservations using a tablet device.

On the flip side, more than one-third of bookings were made via traditional methods, which excludes electronic reservations, with 43 percent of hotel reservations being made offline.

“While many marketers focus their efforts on mobile, it is important to know that most travelers are using other methods to make their reservations including a large majority who still make reservations in more traditional ways,” said Chris Klauda, vice president at D.K. Shifflet and Associates.

While technology is making it easier and faster to search and book hotel rooms, smartphones and tablets have yet to catch up to the more traditional methods booking reservations.

Keep visiting for the latest travel industry news, trends and research. 

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