People in the UK fall into 1 of 4 segments while researching,
planning and sharing their travel experiences, according to
research by Kantar's TNS, written in partnership with Webloyalty.
The Digital Destinations report looks at the digital profile,
behaviour and attitudes across the consumer travel journey.
Depending on how you engage with travel brands and each other,
you'll either be a Digital Savvy Influencer, a Social Media
Connector, an Online Traditionalist or a Technophobe. Which one are
1. Digital Savvy Influencers (28%)
You're a leader when it comes to digital influence and social
media engagement. You live online and you're an early adopter when
it comes to booking travel on mobile apps. Far from being anxious
about online security, you have found ways to outsmart online
travel brands and are likely to regularly clear their cache memory
when checking flight prices. You are very unlikely to consider a
digital detox while on an overseas holiday.
2. Social Media Connectors
You're not especially interested in having the latest devices;
accessing social media and connecting with friends and family is
more of a priority. Your device usage beyond social media is
relatively unsophisticated and you're most likely to book a trip
through a travel booking website.
3. Online Traditionalists (24%)
You take pride in knowing about the latest innovations.
Extremely comfortable around technology, you enjoy being able to
figure things out for yourself. You lack the same enthusiasm for
social media, and a need for privacy as you get older is reflected
in reduced status updates or photos posted and a culling of
'friends' on Facebook. Online research and user reviews are very
important to you when planning a holiday.
4. Technophobes (29%)
You're a slower adopter of technology and are attracted by the
tangible practical benefits rather than social uses of being
online. Though you own a lot of gadgets, the use is functional e.g.
tablet to read the news or the phone to text or make calls. Your
primary method of researching and planning travel is through high
street travel agents. As a Technophobe you're most likely to switch
off all online devices on holiday and even if you do stay online,
you are least likely to use social media.
To read more visit the TNS website and download the Digital
Source : Kantar TNS