Advertorial: Travelport global study shows the UK digital traveller would be lost without their smartphone

Advertorial: Travelport global study shows the UK digital traveller would be lost without their smartphone

Travelport published today the results of a Global Traveller Survey of 11,000 travellers in nineteen countries that shows how modern travellers depend on digital tools when planning, booking and experiencing a journey. It shows some striking differences in digital travel behaviour between the countries in the study, and reveals the emerging technologies that will play an increasingly important role in future travel, such as voice search.

Based on a sample of 500 people in the UK who took at least one return flight last year, the highlights are:

When planning a trip:
• 85% of UK travellers use peer to peer reviews when researching a trip
• 33% use voice search, using devices such as Siri or Amazon Echo, when researching a trip
• 50% state the biggest pain point is time spent finding the best price

When booking a trip:
• 40% of traveller’s research and book their trip on a smartphone
• 46% believe a good digital experience is important when choosing an airline
• 54% of business travellers add leisure days to a business trip
• 53% avoid hotels that charge for Wi-Fi

When on the trip:
• 62% of travellers believe that digital boarding passes make traveling so much easier
• 57% would be lost without their smartphone

When at the destination:
• They use an average of 14 different categories of apps when travelling
• 47% appreciate time away from family when travelling on business

The report also includes the world’s first Digital Traveller Rankings, with the UK as one of the countries with the least digitally-advanced travellers.  The table is based on a combination of the main indicators of digital usage for travel-related purposes by travellers in each country. For example, those from the UK typically use smartphones for boarding a plane rather than booking a journey, with 62% saying digital boarding passes makes traveling easier, compared to a global average of 71%.

The league table shows the following rankings

1 India
2 China
3 Indonesia
4 Brazil
5 Saudi Arabia
6 Mexico
7 South Africa
8 United Arab Emirates
9 Colombia
10 Italy
11 United States
12 Spain
13 France
14 Russia
15 Canada
16 Australia
17 United Kingdom
18 Japan
19 Germany

Paul Broughton, Country Manager UK & Ireland Travelport, commented: “The Global Traveler Survey clearly shows that the future of travel is digital. Travelers are becoming increasingly digitally dependent when it comes to planning, booking and experiencing travel, and the $7.6 trillion global travel and hospitality industry must adapt to provide responsive, relevant and timely services for customers. “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.”

Travelport’s travel commerce platform provides distribution, technology, payment and other solutions for the global travel and tourism industry. As a technology company and a world leader in digital and mobile capabilities, Travelport aims to make the experience of selling, buying and managing travel continually better.

Alongside the Global Report, Travelport is publishing eighteen separate detailed country reports as well as one regional report for APAC based on the same data.

These, and an infographic, can all be downloaded via


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