Indian travelers are going all tech savvy to plan and book their next holiday. As per a latest report by Google India and IPSOS, Indian travellers are increasingly turning to smart phones to not only research vacation destinations but also book airlines and hotels. The study titled: “Multi-Screen Traveller” said that 87 per cent of the 1,519 individuals surveyed used smartphones to research about their travel needs.
It further stated that 76 per cent users use both, computer and mobile across the travel stages (dreaming, researching, booking, experience, sharing) while 60 per cent users move from one device to another when they switch from researching to booking.Nearly 36 per cent users said they booked a flight on a mobile, while 25 per cent said they had booked a hotel room. The study also looked at the booking behavior of the smartphone and tablet users, wherein 66 per cent respondents said that they’ve booked using a mobile phone and 69 per cent on a tablet.
Vikas Agnihotri, Director of Travel & BFSI at Google India said, ” “Over one third of travel related search queries on Google India are now coming from mobile and tablet devices, with queries from smart phones growing at 397 per cent year on year.” He further added that smartphone users on an average spend 76 minutes on the internet through their mobile.
In terms of triggers for holiday planning, online sources were rated higher than offline media with internet getting 5 touch points in comparison to offline which offered 2 touch points. Nearly 97 per cent respondents said their travel was influenced by an online source. The biggest triggers for holiday destinations/planning were online pictures where 88 per cent users said that online pictures trigger their holiday planning. The study stated that Indian travel planner goes through a variety of resources around destination research, like browsing through pictures on social networks (74 per cent), reading trip information on travel sites & apps (56 per cent) and watching videos about destinations (52 per cent).
The use of these mobile devices does not end once the booking is done as we all want to share our holiday insights on social media. While on the trip users also showed high usage of Internet from their mobile phones. Mobile was used as the information and communication wallet when travelling. 74 per cent respondents said they shared or posted on their social network and 46 per cent respondents re-scheduled a trip element using the phone. Over 30 per cent checked maps, weather and events from their mobile phones on a vacation. Post holiday, over 50 percent respondents said they uploaded photos and posted reviews using their phones and interestingly over 10 per cent had started researching for their next holiday.
All the above numbers suggest that travel websites and apps are indeed being helpful for people to plan and organize their holidays. This also means that apps and websites of travel aggregators should further strive hard to tap this huge market and offer much more enhanced content for the audience.
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