Technology
d
st of
als for
lite’
to
,
during the coming year.
• Happy, Smart and Fun – Overall,
the Digital Elite are an upbeat
crowd. Compared to less connected
travelers, they are more likely to
describe themselves as happy
vs.
, intelligent
vs.
,
self sufficient
vs.
,
confident
vs.
, fun
vs.
, optimistic
vs.
,
financially secure
vs.
,
and fit
vs.
. ompared
to all other travelers, the Digital
Elite also describe themselves as
planners
vs.
and leaders
vs.
.
• Smartphones – Fifty four percent
of the Digital Elite use their
smartphones while on vacation
as often as they do at home, while
use them less and
use them
more. igital Elite illennials are
significantly more likely to use their
smartphones more often on vacation
than igital Elite Boomers and
ers
and
respectively .
The Digital Elite prefer to remain
closely connected, even during sleep.
Seven in ten sleep with their
smartphone near their bed while on
vacation, more than six in ten who
do so at home. Among all Digital
Elites, the most frequent uses
of smartphones while on vacation
are to:
ake phone calls
ake photos
ccess the internet
ccess email
• Send texts without attached
photos or videos
se apps
ccess social media
.
• Tablets – Similar to smartphone
usage, 51% of the Digital Elite use
their tablets as often as they do on
vacation as they do at home; while
use them less, and
use
them more.
Among all Digital Elites, the most
frequent uses of tablets while
on vacation are to:
• Comparison shop for airfares
and hotel rates
• Look for ratings or reviews
of hotels, restaurants and
destinations
Book flights and hotels
.
Smartphone or Tablet? – The Digital
Elite overwhelmingly prefer
smartphones to tablets for
S
navigation
vs.
. hey prefer
tablets to smartphones for almost
everything else, including:
• Accessing the internet
vs.
eading email
vs.
• Shopping and browsing
vs.
eading books
vs.
• Watching online videos
vs.
laying games
vs.
aking purchases
vs.
.
For more information on the 2014
Portrait of Digital Travelers and
other
travel industry reports,
visit
lobal esearch.
Survey Methodology
the Digital Elite plan to take even
more trips during the next 12
months, compared to 17% of their
less connected counterparts. Driving
this growth are illennials, with
planning to take more vacations
during the next 12 months,
significantly more than the
of Boomers and
of ers who
plan to do so.
• Spending More – Consistent with
their intention to travel more, the
igital Elite spent significantly more
on vacations than all other travelers
during the past
months
,
compared to
,
. hey plan to
spend even more – 10% – on
vacations during the next 12 months
,
, while all other travelers
expect to increase their spending
on vacations by only one percent
to $4,025. This trend is fueled
primarily by igital Elite illennials,
who plan to boost their vacation
spending 21%, from an average of
,
during the past
months,
105
The information presented in The
lobal
ortrait of
Digital Travelers™ was obtained
from interviews conducted with
2,550 active leisure travelers in
February 2014. Respondents were
adults living in the United States
with an annual household income of
$50,000 or more, who had taken at
least one leisure trip of 75 miles or
more from home requiring overnight
accommodations during the previous
12 months. The sample was balanced
by statistical weighting to ensure
the data are representative of all
active leisure travelers in America
who meet the target profile. or
more information about these
insights or other travel industry
research from
lobal, visit
lobal esearch.
About MMGY Global
lobal is the world s largest
and most integrated travel
marketing firm with more than
years of experience in the travel,
hospitality and entertainment
industries. The award-winning
agency maintains a global
communications practice in all
marketing channels, serving many
of the world s premier travel and
tourism brands.
lobal is
author of acclaimed industry
research including the ortrait
of merican ravelers that
identifies the habits and preferences
of travelers – insights that serve
as the foundation for its marketing
strategy. For more information,
visit
lobal.