Survey Shows CDNs Among World’s Least Digitally Dependent Travellers

Bruce Parkinson, Open Jaw

Maurita Baker

Canadians rank in the bottom third of the world’s most digitally dependent travellers, based on their average reliance on mobile, internet and digital technology for travel-related purposes, according to new research published by Travelport.

The study surveyed 11,000 travellers in 19 countries, including 500 Canadians. According to the results, the most digitally dependent citizens are in India, China, Indonesia, Brazil and Saudi Arabia, while the least dependent among the 19 countries are Canada, Australia, the UK, Japan and Germany

The rankings are based on a combination of the main indicators of digital usage for travel-related purposes by travellers in each country.

For example, Travelport says Canadian travellers have been slow to use smartphones for booking and boarding a plane, with 59% saying digital boarding passes and e-tickets make traveling easier, compared to a global average of 70%.

Maurita Baker, Travelport’s vice president for Canada, says that number is sure to rise.

“While Canadians have a lower reliance currently compared to most other countries surveyed, there is still a reliance and that equates to a significant amount of travellers. And, the reliance will continue to grow as we’ve seen the trend. That is a certainty.

“Travelport’s research shows opportunities exist to increase Canadians’ adoption and use of digital travel technologies, from the moment they search to the moment they return from their trip.”

The 2017 Travelport Digital Traveler Research Report, which surveyed global travellers who took at least one return flight last year, also revealed insights into how Canadian travellers use digital tools to plan, book and experience travel.

 Among the findings:

 When planning a trip:

·      83% of Canadian travellers use peer-to-peer reviews when researching a trip

·      77% use travel sites to discover destinations based on their interests

·      57% use videos and photos posted by friends on social media as part of their research

When booking a trip:

·      35% of Canadian travellers research and book their trip on a mobile device

·      62% avoid hotels that charge for WiFi

When on the trip:

·      59% of Canadians believe digital boarding passes and e-tickets make travelling easier

·      64% feel a good digital experience is important when choosing an airline

When at the destination:

·      Canadian travellers use an average of 14 different categories of apps when traveling

·      65% of Canadians leave reviews on review sites

Bruce Parkinson

Bruce Parkinson Editor-in-Chief

An observer and analyst of the Canadian and international travel industries for over 25 years, Bruce uses the pre-dawn hours to prepare a daily news and information package to keep industry members up to date.




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