If one of your strategic goals is to engage younger travelers, you’ll want to evaluate your mobile presence.
While smartphones play an increasingly important role in decision-making for most every traveler, a new leisure travel study from Google shows younger travelers in particular are more likely to use a smartphone for hotel research and booking than those age 35 an older.
According to the study, roughly two-thirds of Millennial travelers feel comfortable planning their entire trip on a smartphone, compared to about one-third of travelers age 35 and up. That includes booking accommodations.
Some 27% of younger travelers say they’ve used a smartphone to shop for hotels, while only 19% of people over 35 years old said the same.
About two-thirds of Millennials feel confident they can find all the same hotel information searching on a mobile device as they can on a desktop computer, verses just 43% of travelers 35 and older.
Roughly 64% of Millennial travelers typically book a hotel room via smartphone after shopping on one. Just 42% of travelers age 35 and up say the same.
For more data on the mobile habits of Millennial travelers, including flight booking behaviors, check out this infographic from Google.
2 Google/Phocuswright, Leisure Traveler Study base: U.S. leisure travelers 18-34 year olds n=120, 35-65+ year olds n=155, October 2015.
3 Google/Phocuswright, Leisure Traveler Study base: U.S. leisure travelers 18-34 year olds n=80, 35-65+ year olds n=122, October 2015.