August 15th, 2013 | Esther Hertzfeld

The digital elite drive the demand for better web content in the industry

15 Aug, 2013 By: Esther Hertzfeld

This is part two in a two-part series on the growing segment of digital elite travelers. Click here for part one.

The “Digital Elite” are driving the demand for better web content from the travel industry, with nine in 10 having made travel reservations online last year — 10 percent more than less-connected travelers, according to the newly-released MMGY Global/Harrison Group 2013 Portrait of Digital Travelers, a nationally representative survey of 1,258 U.S. households who are active users of digital devices. They are highly likely to find more sophisticated content, often designed specifically for the web shopping experience, as desirable.

For example, think interactive maps that explore the destination (65 vs. 60 percent); downloadable coupons for savings on air tickets, hotel rooms, rental cars and vacation packages (62 vs. 56 percent); user-generated reviews or commentary from past visitors (58 vs. 47 percent); websites optimized for mobile (57 vs. 31 percent) and virtual tours of the area (56 vs. 52 percent). They are also significantly more likely to want an easy-to-use booking feature (76 vs. 72 percent), photos of the area (76 vs. to 72 percent) and the ability to preview room locations (74 vs. 65 percent).

The online social activities of the “Digital Elite” paint a far different picture than that of less-connected travelers. Eight in 10 are on Facebook (81 percent) compared to just 70 percent of those who own and use fewer digital devices, and nearly half are on LinkedIn (48 percent vs. 28 percent). More than three in 10 are active on Twitter (33 percent) compared to just 19 percent of their counterparts, and nearly one quarter (23 percent) is on YouTube (versus 19 percent) and Google+ (23 vs. 13 percent). Twice as many are on Pinterest (19 percent vs. 9 percent).

Beyond their use of these devices, their personalities differ, too - the “Digital Elite” are significantly more likely to say they are “happy” (82 percent) than travelers who own and use fewer digital devices (72 percent). They are also much more likely to describe themselves as “fun” (54 vs. 46 percent), “confident” (52 vs. 47 percent) and “sociable” (47 vs. 40 percent). More describe themselves as “healthy” (50 percent) and “fit” (32 percent) than less-connected travelers (44 and 25 percent, respectively), and many more plan to “become healthier” (62 vs. 56 percent) and “improve their appearance” (42 vs. 34 percent) in the coming year.

When it comes to finding the best prices for travel services, the “Digital Elite” more often turn to an online travel agency, with 53 percent doing so compared to 45 percent of less-connected travelers. The same goes for booking travel services, with significantly more of the “Digital Elite” believing that OTAs provide the most convenient way to arrange travel plans (49 percent) - significantly more than their travelers with fewer digital devices (43 percent).

To order the full report, visit


Topic : Digital Elite, Mobile Devices
External Source : MMGY, Tnooz

Add Comment

© 2015 Questex Media Group LLC. All rights reserved.
Reproduction in whole or part is prohibited.