Keene’s Monthly Travel Trends: Mobile Society

This month we have learnt how mobile technology is rapidly changing the way we interact with the world and how the UK weather forecast is affecting the domestic holidays forecast. Here are our top five travel trends:

1)     According to a survey by ebookers, 46% of British adults have left booking their holiday until 24 hours or less before their departure. The poll of 2,000 people revealed the average lead time for bookings as just 27 hours. ebookers attributed the rise in spontaneous holidays to the increasing use of smartphones and tablets.

2)     Advertising on mobile devices is lagging behind other developments in the online travel market, according to industry bosses. A dozen senior executives debated the challenge presented by mobile devices at an event chaired by On Holiday Group chief executive Steve Endacott. The executives concluded that the move away from desktops towards smartphones and tablets is changing how the travel industry uses technology to connect with today’s ‘multi-device consumer’.

3)     American Airlines, Lufthansa, Thomson and Thomas Cook are ranked in the top five of the Social Brands 100 benchmark. Compiled by social brand agency Headstream, the rankings identify ‘industry leaders’ and provide a snapshot of ‘social media’s evolution’ each year.

4)     Demand for domestic holidays is forecast to decline this year as UK consumers seek to avoid another wet summer, reports Barclays. 54% of travel industry representatives expect domestic demand to drop, with 52% expecting UK consumers to travel abroad more this year than last. South America is tipped to see the biggest increase in tourism during 2013, cited by 32% of respondents. Barclays said it appeared exchange rates were impacting the choice of holiday destinations.

5)     Almost half (48%) of British holidaymakers have returned to a destination they visited with their family as a child, claims TravelSupermarket. It said its poll of 2,003 British adults has uncovered travel’s latest trend – ‘The Inherited Holiday’ – and half of those returning to a childhood favourite say it was because it was ‘tried and tested and offered good value for money’.  A quarter (27%) have gone back to a childhood holiday spot at least once in the last two years, and 10% admit they are more likely to visit their childhood holiday destination now than five years ago.

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