Google take on affluent travellers: trip planning, videos and multi-screen
Affluent travellers rely on digital for travel inspiration and booking, are increasingly viewing travel videos online and seeking out loyalty programs, reveals a Google study.
A majority of affluent travellers (70%) begin their trip research online even before deciding on the destination or mode of travel. About 50% plan to spend more time researching because getting value-for-money product is important.
Despite the number of travel brands focusing on the trip planning stage, 59% of affluent travellers use search engines as their go-to source for travel ideas and information.
They continue to comparison shop for all components of travel, especially hotels. Comparison activity in 2013 was higher than 2012 for all three sectors – air, hotel and car rental.
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