travelers road to decision affluent ins
January 2014
The 2013 Traveler's Road to Decision: Affluent
Insights
thinkinsights
WHAT
WHAT WE
WE FOUND
FOUND
Affluent travelers rely on digital for travel inspiration as well as research and booking.
Affluents comparison shop for travel, and half anticipate shopping around more in the next year.
Affluent travelers move across devices for all types of travel activities, from research to booking and check-in.
Online travel video usage is increasing among affluents.
Affluents are increasing their enrollment in loyalty programs, which impacts their likelihood to book.
google.com/think
2
Affluent travelers rely on digital for travel inspiration, research and comparison shopping.
ATTITUDES ABOUT VACATIONS IN THE NEXT YEAR
70%
I generally begin researching online before I decide where or how I want to travel.
59%
Search engines will be my go-to sources for travel ideas and information.
Source: Ipsos MediaCT, Google Travel Study, May to June 2013.
Base: Affluent cut, N=1532
Q21: Here are some (more) statements that may or may not describe your attitudes and opinions related to travel. Please indicate how much you agree or disagree with each statement; Q23: Using the scale below, please indicate how much you agree or disagree with each of the following statements about traveling for personal/ leisure purposes in the next year. (Select ONE for each statement).
52%
I plan to spend more time shopping around/ researching before booking travel because finding value for my money is important to me.
google.com/think
3
Affluents continue to comparison shop for all components of travel, especially for hotels.
PERCENTAGE OF THOSE WHO ALWAYS/FREQUENTLY COMPARISON SHOP
84%
82%
80%
78%
76%
74%
Airline
Hotel
Car Rental
72%
70%
68%
Source: Ipsos MediaCT, Google Travel Study, May to June 2013.
(Q23/Q26) Using the scale below, please indicate how much you agree or disagree with each of the following statements about traveling for [personal/ leisure/business] purposes in the next year.
The 2013 Traveler's Road to Decision: Affluent
Insights
thinkinsights
WHAT
WHAT WE
WE FOUND
FOUND
Affluent travelers rely on digital for travel inspiration as well as research and booking.
Affluents comparison shop for travel, and half anticipate shopping around more in the next year.
Affluent travelers move across devices for all types of travel activities, from research to booking and check-in.
Online travel video usage is increasing among affluents.
Affluents are increasing their enrollment in loyalty programs, which impacts their likelihood to book.
google.com/think
2
Affluent travelers rely on digital for travel inspiration, research and comparison shopping.
ATTITUDES ABOUT VACATIONS IN THE NEXT YEAR
70%
I generally begin researching online before I decide where or how I want to travel.
59%
Search engines will be my go-to sources for travel ideas and information.
Source: Ipsos MediaCT, Google Travel Study, May to June 2013.
Base: Affluent cut, N=1532
Q21: Here are some (more) statements that may or may not describe your attitudes and opinions related to travel. Please indicate how much you agree or disagree with each statement; Q23: Using the scale below, please indicate how much you agree or disagree with each of the following statements about traveling for personal/ leisure purposes in the next year. (Select ONE for each statement).
52%
I plan to spend more time shopping around/ researching before booking travel because finding value for my money is important to me.
google.com/think
3
Affluents continue to comparison shop for all components of travel, especially for hotels.
PERCENTAGE OF THOSE WHO ALWAYS/FREQUENTLY COMPARISON SHOP
84%
82%
80%
78%
76%
74%
Airline
Hotel
Car Rental
72%
70%
68%
Source: Ipsos MediaCT, Google Travel Study, May to June 2013.
(Q23/Q26) Using the scale below, please indicate how much you agree or disagree with each of the following statements about traveling for [personal/ leisure/business] purposes in the next year.