The document discusses holiday trends and insights from a survey conducted by JWT London. 1. The survey found that British travelers plan to take the same or more holidays in 2012 compared to 2011, indicating stability in the holiday market despite economic challenges. Popular destinations include Spain, France, Greece, and the Caribbean. 2. Travelers are looking for experiences like good food and drink, spending time with loved ones, relaxation, and cultural exploration on holidays. Quality cuisine is becoming an important part of the holiday experience. 3. Major events in the UK in 2012 like the Olympics, Queen's Jubilee, and cultural festivals provide an opportunity for the domestic travel market to attract visitors.

1. Wish
you
were
near
Holidays in the Age
of Connected Travel
JWT Business Intelligence
1

2. Contents
1 Holiday Focus 2012
The Holiday Market in 2012
Planned Destinations 2012: Sticking with
what we know
The UK’s Big Year
Operation Holiday: The Blueprint
– A Taste of Paradise
– Meaningful Travel
Holiday Booking Channels: The Online Explosion
Package Holidays Unpacked
2 The Connected Traveller
Have Device, Will Travel
The Personal Assistant in Your Pocket
The Always-On Traveller
The Rise of Social Travel
The Poolside Office
Holidays Unplugged
Business Intelligence is JWT London’s
dedicated research and insight team.
Led by Marie Stafford, a 17 year
veteran in consumer insight, trends
and quantitative analysis, Business
3 Top Take Outs for Brands
JWT’s Top Ten Travel Innovations
Intelligence is the creativity behind
the creativity at JWT. The team powers
the agency’s thinking, making sense
of changes in culture and society,
bolstering strategy and delivering a
shot of thought-provoking inspiration.
1

3. Foreword
There are budding signs that Spring has arrived. And with them come
thoughts of warmer weather and longer days.
Yes. It’s that time of year. We need a holiday.
So with a beach idyll in our mind’s eye, and wanderlust in our hearts,
JWT London did a little investigation into the British holidaymaker in
2012. We’re curious like that.
We’re also lucky enough to have our very own quant research
service: SONAR. Our SONAR panel is made up of 10,000 UK
households and allows us to glean unique consumer insights for our
clients. We simply decide what we want to ask them and the results
appear. Magic.
This time we asked them about a whole host of holiday related plans,
habits, behaviours, attitudes and opinions.
We mulled and pondered and studied the results. What follows are
the best bits; the most interesting insights and ideas that we pulled
out of our mountain of data.
To set the scene, we look at key trends for the holiday market this
year and what travellers really want from their trip.
Then we turn to the growing phenomenon of the ‘Connected
Traveller’: a new breed of tourist which has emerged out of the
everyday habit of being constantly connected to a mobile device.
Or three.
Finally we share our thoughts on how brands can use these insights
to really capture the attention of British globetrotters.
We hope you find it interesting, enlightening, thought-provoking
– even fun. We’d love to hear from you to discuss our findings in
more detail.
JWT London surveyed 251 UK citizens in December 2011 using the proprietary SONAR platform Thanks for joining us on our journey.
2 3

4. Holiday
Focus 2012 1
What can travel brands expect from holidaymakers
in 2012? Will it be a long hot summer, or more
of a wet weekend? We’ve explored the holiday
experience from start to finish, including where
people plan to jet off to, how they book their
jaunts and what really constitutes an ideal holiday.
Expectations have changed with the times so be
prepared to deliver more than your standard sun,
sea and sand combination this year.
4 5

5. Holiday Market in 2012 Holidays & Short Breaks
2012: Home or Away?
Despite the prolonged economic gloom, the British passion for
getting away remains strong: over thirty-six million of us took a So what kind of trips are people planning? Two thirds are set on at
holiday abroad in the last year. That’s not even counting those who least one major holiday at home, with the same proportion looking to
holidayed in the UK. Despite a heavy decline when the recession first escape our borders. Short breaks abroad are less of a priority these
hit, the holiday market now seems to be entering a phase of relative days, with less than a third planning a jaunt.
stability; traveller numbers have dropped a mere 1% compared to the
same period in 2010.1 Of all those taking any trip in 2012, 69% say that their main trip will
be their holiday abroad. Evidently the concept of a holiday is still
JWT’s research suggests that holiday travel should hold steady in very much associated with foreign climes. Our notoriously unreliable
2012, both at home and away: 56% of Brits plan to take the same weather surely plays a part, but perhaps a complete change of scene
number of holidays and short breaks this year, regardless of is another key factor? A whopping 78% of us agree that when we go
destination. And a quarter of people say they will take more. So whilst away on holiday we just want to get away from it all.
times will still be tough, we don’t expect them to get any worse.
1
ONS, Overseas Travel and Tourism (12 months December 2010-November 2011), 12 Jan 2012
“We are torn between a nostalgia for the
familiar and an urge for the foreign and
li
(
day s ) a b da
y(s) in strange. As often as not, we are homesick
li
th
most for the places we have never known.”
o
ro
1+ ho
1+ h
44%
e UK
66%
ad
Carson McCullers, American Author
breaks a eaks in t
rt br
br
he
1+ sho
s h o rt
31% 67%
oa d
UK2012
1+
6 7

6. Planned Destinations 2012: Country destinations chosen by those who have already planned
their 2012 holiday
Sticking with what we know
In these tough times, holidaymakers are playing it safe and sticking
with tried and trusted spots. In our survey, old favourites like Spain
and France gained frequent mentions as planned destinations for
2012 and should perform well, alongside other evergreen European
hot spots like Greece and Cyprus.
Value is also a clear if predictable focus this year. Many of the top
choices on our list are those which offer holidaymakers excellent Caribbean
value whilst in resort. In a recent survey by Post Office Money, Spain
ranked as the cheapest European destination for a basket of tourist
Australia
Italy
UK Portugal
Disney World
Mozambique
Germany
USA
SpainCyprus
New.Zealand
goods, while Cyprus and Turkey also featured in the top twenty good
Ireland Germany
Greece USA Australia
Singapore
Latvia New.Zealand
Switzerland China
Disney World Spain Turkey Malaysia Disney World
Nigeria
Cyprus Switzerland
value destinations.2 Mexico
Malaysia Italy
UK France
Ireland Dubai
Caribbean
Canada
Mexico Czech.Republic France
Greece
Dubai Turkey
Mexico
Japan
Cruise
UK
Dubai
Spain Cruise
Israel Japan
Japan USA
India Greece Latvia China India
AustraliaMalta
Cyprus Europe Italy
Thailand Africa
Malta
At the time of our survey, cruises were the chosen option for a
Africa
Mozambique
Croatia
Thailand
France
Africa Czech.Republic Mozambique
Cruise
Ireland
Pakistan Germany
Japan Malaysia
Canada
Croatia
Czech.Republic
Canada Latvia
number of respondents. It’s too early to say how the market may
Israel
India
Caribbean
Israel Portugal
now be affected by the recent Costa Concordia disaster but some Malta Pakistan
Europe Singapore
China
industry experts fear that ‘new-to-cruise’ passengers may be Croatia
Turkey
Nigeria
daunted.
For those who are opting for long-haul, our survey points to the USA,
the Caribbean and Australia as popular choices, while destinations in
Africa also make our hotlist.3
Notable by their absence are Egypt and Tunisia. The unrest
associated with the Arab Spring is having a detrimental effect on
49%
travel to the affected countries; indeed Thomas Cook pointed to
Egypt as the source of its cash crisis in late 2011.4
2
Worldwide Holiday Costs Barometer 2012, Post Office Money, postoffice.co.uk , 16 Dec 2011 Already decided
3
Cruise disaster: will it put off passengers?, Telegraph, 17 Jan 2012 on a destination
4
Egyptian heat brings chill for Thomas Cook, Financial Times, 26 Nov 2011 for 2012
8 9

7. The UK’s Big Year
If 2011 whipped the nation into a frenzy of flag-waving, 2012 looks So 2012 represents a major opportunity for domestic travel and
set to add more fuel to the patriotic fire. With major events like the leisure brands to challenge overseas destinations and cement the
Queen’s Diamond Jubilee, the World Pride festival and the small UK as a long-term holiday option. This year, UK travel brands need
matter of the Olympics and Paralympics all taking place on UK soil to ensure that every element of their offer and service is well and
this year, the domestic holiday market has the potential to crest the truly ‘on point’ as never before. This is the time to make a good
wave of our collective national pride, not to mention the continued impression on visitors, to encourage repeat business and good word
popularity of ‘staycations’ for those tightening their belts. of mouth.
With no sign of an economic bounceback on the horizon, just under The longer-term challenge for domestic players will be to maintain
a quarter (23%) of those surveyed claimed they would be spending a the boost once economic worries start to ease and sunnier climes
greater proportion of their holidays in the UK this year, with the over become more tempting.
50s and those with kids even more likely to be heading for Bognor
rather than Benidorm.5 5
YouGov/Wimdu poll of 1000 Londoners, reported on telegraph.co.uk, 28 Dec 2011
When August comes and the Olympic bandwagon hits the nation,
many will seek cover; almost two million Londoners are on the
lookout for an escape route from the city in August and could
represent low-hanging fruit for travel providers. And alongside those
lucky Olympic ticketholders, don’t forget the hundreds of thousands
who failed to get tickets but may still travel for the atmosphere – this
should mean increased visitor numbers in all Olympic venue cities.
For culture vultures, there’s the culmination of the Cultural Olympiad
in the London 2012 Festival, which will run from June to September.
Clearly, competition for the custom of Olympic visitors is going to be
tough, so brands will need to work hard to stand out from the crowd.
The Queen’s Jubilee hands the nation a double bank holiday
weekend, also in June, and presents another golden – or should we
say diamond – opportunity for travel companies to make hay while
the sun (hopefully) shines.
10 11

8. Operation Holiday: When you go on holiday, what experiences are you
looking for?
The Blueprint
od and ew
ith l r e l a x at
Some of us can remember the days when all we expected from a fo m
o al i
o
t
ve
holiday was a nice sit-down and maybe some decent weather if we
Dr
d
Spend ti
To
n
Goo
d ones
ink
were lucky. For today’s savvy traveller however, the bar is set a little
higher. But what exactly are holidaymakers looking for?
63% 55% 51%
on the b e a n d qu a differ
g ac g
n
n
en
ea
pe
ie
erie n ci
lazi
t
ch
t c u lt u r
Shhh...
xp
45% 43%
e
42%
E
i
some h methi n -co u ntr
up i so re
g
u
st
n
ys
S oa k
N at
Lear
new
ory
ide
41% 35% 42%
holid
a in a
m
opping
y
sh
ake their
in
25%
the UK
lt
i
l n
wi 12
20
41%
12 13

9. A Taste of Paradise
Top of the list of holiday experiences, ahead even of spending time “Airplane travel is nature’s way of making
with our loved ones, come the pleasures of good food and drink.
While it may once have been the preserve of the gastronauts, eating you look like your passport photo.”
well is something of a national passion today; no doubt fuelled by a
constant TV diet of Heston, Jamie and Nigella. Al Gore
Research by the Future Foundation supports our findings: two Another brand upping its game is Virgin Atlantic which recently
and a half million people in the UK were influenced by a country’s launched a new meal experience for Economy passengers that is
gastronomy when choosing their holiday last year.6 Resorts and hotels intended to feel more like restaurant service. Passengers receive
with a food offer, take note: quality cuisine is becoming a prerequisite a welcome cocktail upon boarding and then peruse a brand new
and visitors will vote with their feet if yours is not up to scratch. menu which includes a separate dessert service. Nicer than having
everything shoved in front of you all at once. Treats and refreshments
Travel brands in general could do more to provide travellers with the are also delivered usherette-style during in-flight movies.
foodie information they crave whilst on holiday: providing location-
based mobile apps to find great local restaurants or partnering with And talking of in-flight meals, airlines could do more to use food
local cafés or bars to offer special tourist deals. There’s room for as a means to differentiate and really stand out from the crowd.
useful content too; many travellers may welcome information on the Travelling is an important part of the holiday. And yet it can often
standout traditional ingredients and authentic dishes before they go, be more of a trial than an experience to savour. So many airlines
would be pleased to hear about the best places to find street food have a poor reputation when it comes to the tricky topic of in-flight
during the trip and recipes for authentic dishes or cocktails will stir meals and most no-frills airlines don’t offer much beyond pre-
happy memories when they get back. packed sandwiches and crisps. Cost is the oft-cited obstacle: many
operators simply don’t believe that passengers are willing to pay for
One brand already wise to the power of food is Aéroports de Paris. quality food. Our data suggests the contrary, that food offers a real
In December 2011 they partnered with French cooking school Atelier opportunity for airlines to stand out and increase loyalty. We believe
des Chefs to give travellers passing through Orly and Charles de it’s an area that is ripe for innovation.
Gaulle the opportunity to try their hand at French cooking classes.
Participants could try out quick recipes for classic French specialities n s o me
ar t
like salmon papillotte and then take their dish away to enjoy in-flight. le
hi
w a n t to
ng
35%
new
6
nVision/Eurobarometer, UK, 2011
14 15

10. Meaningful Travel
“Travel can be one of the most rewarding What men and women want from the holiday experience
forms of introspection.” Lawrence Durrell
Soaking up different cultures and a country’s history are also popular men
experiences people look for when on holiday, particularly when it
51%
m
comes to the boys. Although travelling for cultural reasons is far from Wo e n
new, perhaps the current economic climate, along with the potential
threat of restrictions on travel, is transforming what people want
from their holidays. 35%
When money is tight, it’s harder to rationalise lavish spending, so
deriving meaningful experiences from our holiday, rather than just
a tan and a few souvenirs, may help justify the large hole holidays Authenticity and to experience
make in our wallets. a different culture men
52%
m
There has been some speculation that in the long-term, citizens may Wo e n
be allocated a carbon allowance (and therefore have to reduce the
amount they fly). This, together with growing awareness that many
World Heritage Sites are now in danger of destruction, could also be 31%
driving up numbers of those seeking a cultural angle to their holiday.
‘Last Chance Tourism’,7 published in late 2011, notes the emergence
of a new phenomenon: being one of the last to visit endangered
destinations is now a new badge of honour. Soak up some history
7
Harvey Lemelin, Jackie Dawson, Emma J. Stewart, Last Chance Tourism, Taylor & Francis,
Nov 2011
16 17

11. Teach Me Something
Continuing with the theme of meaningful travel, over a third of our
sample expressed a desire to learn something new during their
holiday. This is clearly a developing market. For example, the Guardian
newspaper has launched its own online guide to learning holidays and
recently featured a full supplement on Life Changing Holidays.8
Learning holidays tap into consumer desire for self-improvement.
These days we busy ourselves with projects aimed at self-
improvement: practising yoga, taking dance classes, reading self-
help books and monitoring details of our health and wealth with life-
tracking apps (Nike+, My FitnessPal etc). Learning holidays provide
another opportunity to add further strings to our bow.
Currently, the market for specialist learning holidays is extremely
fragmented with many small tour operators and specialist agencies
dominating the space. Yet there’s clearly a wider appetite for learning
experiences and room for major operators to integrate elements of
what the niche players do into their own offer. This is an area where
cruise lines excel. Have a look at Princess Cruises Scholarship@Sea®
programme which offers up to forty classes per voyage, including
singing, ceramics, photography and lectures.
Resort brands could partner with specialist or local operators to offer
classes or courses, such as wine tasting, circus skills, and thhose
inspired by the local surroundings: like pizza school in Rome, learning
to play classical guitar in Andalucia or tango lessons in Buenos Aires.
The advantage of major tour and hotel operators integrating learning
opportunities into their offer is greater flexibility - people would no
longer be required to dedicate their entire holiday to one, intensive
course and groups with different interests and needs could still travel
together.
8
http://www.guardian.co.uk/travel/learning-holidays
18 19

12. Holiday Booking Channels:
The Online Explosion
We bank, socialise and even find love online, so it makes perfect Proportion planning to book flights and accommodation online
sense that when it comes to holidays and travel, we want to do it via laptop/PC in 2012
all online from researching to booking. Well over three-quarters of
us are planning to book flights or accommodation online in 2012.
The plethora of travel sites and apps available allow flexibility, ing Flig
independence and the ability to ensure personally that you get the ok
o
h
B
ts
best deal. cco m
gA o
in
k
da
Boo
However the online experience is a fragile one, which can be
tion
quickly wrecked if a platform or website does not perform at the
highest level, particularly at the booking stage. In a 2010 study by
82%
PhocusWright and Akamai, it was found that 57% of people will
abandon a web page if it takes more than three seconds to load.9
77%
Evidently, tolerance is in short supply.
It goes without saying that travel brands must deliver impeccable reassure consumers they are getting a good deal, partnering with
performance across all of their digital platforms in order to even independent review sites demonstrates transparency and live video
consider competing. It’s critical to get this right. streams would allow them to virtually check out locations, resorts or
hotels in advance before committing.
The amount of time we devote to researching a trip has mushroomed
with the advent of price comparison sites and traveller review 9
Akamai/PhocusWright, Consumer Response to Travel Site Performance, April 2010
sites. Where we once browsed a few brochures, we now trawl a 10
British holiday-planners drowning in sea of online research, M2 Presswire, 27 Jan 2011
multiplicity of sources, combing reviews for potential negatives,
scanning candid photos, soliciting opinions in online forums and
comparing prices.
A 2011 survey by YouGov found that a fifth were spending more
than eight hours (or a working day) researching and planning their
60%
I like to check as many
holiday.10 This suggests a degree of insecurity which travel brands sources as possible when
I go on holiday
could attempt to alleviate. For example, price match guarantees
20 21

13. The Youth Paradox Package Holidays Unpacked
“No man needs a vacation so much as the Who’s planning a package in 2012?
person who has just had one.” A d ult s
of 35-49s
Elbert Hubbard, Writer, Artist, Philosopher of
fa milie
s
of
A short diversion whilst we consider the younger traveller. Although
60% 32% 36%
the sample answering this question was small,11 our survey indicates
that a proportion of younger people are more likely to use a high
street travel agent to book flights and packages than other groups.
This seems at odds with our picture of younger people as digital Reports of the demise of the package holiday may have been
natives, fluent in online research and shopping. premature. The Travel Trade Gazette reported just last October
that the ‘package holiday market share is in rapid and long-term
It could be that the younger members of this age group, who have decline’.12 And compared to their heyday, packages are a shadow of
less travelling experience and for whom the cost of a holiday is a their former self. Yet based on share of all holidays, Mintel observed
greater investment, are reassured by speaking to an expert who that the package sector actually outperformed the independent
can assure them they are spending their money wisely. It could travel market in 2010 for the first time in a decade.13 One of the major
also be that they have more complex itineraries which are simply causes was the increased popularity of the all-inclusive; no doubt
too time-consuming or labour-intensive to manage personally. this is behind First Choice’s recent decision to reposition as a purely
all-inclusive operator.
The topic merits more in-depth research but it could be that
there is an opportunity here for travel operators to target According to JWT’s however, this year over a quarter of British
digitally adept but novice travellers by combining the elements holiday makers plan on booking a package holiday as their main trip,
of several booking options. For example, brands could provide rising to over a third amongst 35-49s and those who have children.
the reassurance of real-life support via their digital platforms, These are the key life stages to target for package operators: many
perhaps using pop-up instant messaging with a travel expert. are juggling greater responsibilities at work, children or other family
Simultaneously, high street travel agents could lure younger commitments. Those in these demographics simply have less time
travellers by digitising their retail space, making it more akin to to devote to trawling for the best possible holiday combination
browsing the Apple store, with touch screen kiosks and roaming and value the convenience, ease and peace of mind offered by a
staff equipped with portable devices. package deal.
11
The sample responding to this question that were 18-34 was quite small and therefore 12
Travel Trade Gazette, Why niches and DIY are bigger than packages, 6 October 2011
findings should only be taken as an indication. 13
Mintel’s report Package vs Independent Holidays - UK February 2012
22 23

14. The
Connected
Traveller
2
The near ubiquity of mobile devices is changing
the landscape of holidays and travel. As critical to
packing as your undies, with similarly disastrous
consequences if you forget them, mobiles are
becoming the indispensable holiday tool. We are
growing so accustomed to them, that two weeks
without these appendages is unimaginable.
For many, there is no longer a distinction between
being connected and disconnected, both for
work and social reasons. And this trend looks set
to grow with penetration of smartphones and
tablets projected to increase in coming years.
This section of the report will explore the habits
and motivations of tech-savvy travellers and
how brands can use this insight to stay in their
customers’ pockets whilst they traverse the globe.
24 25

15. Have Device, Will Travel
There is no getting away from it: the travel sector will increasingly % of people who take and use the following mobile devices
need to cater for online junkies who just can’t leave home without on holiday (frequently or sometimes)
their portable friends. As younger generations grow up with mobile
devices constantly to hand, the idea of being ‘off’ or disconnected,
even whilst on holiday, will become unthinkable.
le t /i pad berr ader
b ac k y eRe
Ta Bl
A massive 88% of people surveyed told us they take some form of
mobile device on holiday and use it to some extent during their
stay. Most likely to be squeezed into the luggage is the uber-cool
all-rounder tablet. Workaholic/teenage catnip-the Blackberry-is
next on the list, swiftly followed by the digital equivalent of a yard of 74% 67% 62%
John Grishams, the Kindle. Smartphones are a mere whisper behind.
Clearly it’s a combination of functionality and entertainment which
we most desire. a rt p h o n ob
ile pho op/netbo
Sm e M n pt
La
o
e
k
As devices become ever more sophisticated it’s logical to assume that
people will come to rely on standalone gadgets less and less. Only this
month The Telegraph reported that sales of point-and-shoot cameras
fell by 30% in value last year; whereas photo sharing websites are 61% 47% 35%
seeing growing numbers of users upload pictures from smartphones.14
This trend looks set to continue as penetration of mobile devices
grows. A recent YouGov report revealed that the percentage of people
who own a smartphone will double in 2012, reaching 68% in the UK.
Devices Owned
But it’s tablets that we predict will be the killer travel gadget. Kantar
Worldpanel ComTec reported in September 2011 that penetration Laptop/netbook 68%
of the devices had tripled in the previous nine months,15 with plenty Mobile phone 50%
of growth potential still left in the market. Tablets are the ideal Smartphone 48%
portable travel gadget, serving up video, music, games, web and Tablet/iPad 11%
communication all in one go. eReader 11%
14
Compact cameras losing out to smartphones, The Telegraph, 13 January 2012 Blackberry 9%
15
Apple dominates UK tablet sales, Financial Times, 11 September 2011
26 27

16. The Techno-Polar Conundrum The Spectrum of
Connectedness
Penetration of highly functional devices like smartphones and tablets
are yet to reach tipping point in the UK. There are still millions of
people out there using feature phones with limited functionality
and connectivity. So it naturally follows that there is a spectrum of
‘connectedness’; those with more capable technology are more
likely to be devoted and heavy users of their device. Industry data
shows that smartphone users consume twenty-four times more data
than feature phone users for example.16 Those who own phones
39%
of people disagree with the
31%
of people agree with the
statement “I like the idea of a statement “I like the idea of a
which are more limited in terms of functionality are probably less holiday resort where mobile holiday resort where mobile
likely to feel they can’t do without them. devices are banned” devices are banned”
However, as penetration of smartphones grows and as tablets
and other devices become more ubiquitous, we can expect more Connected Disconnected
people to move along the spectrum to become connected. Another
important driver here will be the EU’s decision to cap roaming costs
at 80p per megabyte which comes into force in July 2012 – the cost
of using devices abroad is a major obstacle even for those who own
capable devices: 50% say they are put off by the cost of using their
32%
of people agree with the
41%
of people disagree with the
phone abroad. The cap should encourage more travellers to dip a statement “I wouldn’t statement “I wouldn’t dream
dream of turning off my of turning off my mobile
toe in the mobile data pool. mobile phone” phone”
16
Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2010–2015
28 29

17. The Personal Assistant % of people who have used/plan to use their
mobile device for the following activities
in Your Pocket
Anyone who has spent more than five minutes driving through Rome
l w e at h ew
s of res
ta
ht
chec
k-
or Lisbon, trying desperately to find their hotel and somewhere to ca vi
g
e
u
er
,r
ra
lo
in
i
park nearby, will immediately appreciate the benefits of mapping,
Fl
t r av e l
nts
navigation and even translation apps.
, bars
ine
43%
nl
&
40%
h
Mobile devices lend themselves particularly well to practical usage 53%
o o
d te
Rea ls
for travellers. A handy source of information and tools in your pocket,
you never need be lost or lost for words again. (Literally, if you make
use of instant translation iPhone app Vocre which can currently
cross-translate nine languages). According to a previous JWT survey, oc
at i o n t purcha l b o oki
/l
b
ke te
49% of UK respondents agreed that “technology helps facilitate
n
Ho
as
s
se
Tic
g
USe gp
ed
[their] travel experiences and makes the trip more enjoyable”.17
app
We asked our tech-savvy travellers which applications they currently
use or plan to use on their next holiday. Appropriately, the travel- 39% 38% 35%
related activity we indulge in most, is *drum roll* checking the
weather; all else trails in the mighty wake of this national obsession.
Beyond the more practical applications, it’s notable that 38% are
online r on chec
already comfortable purchasing tickets for events or attractions it ti
a
m
k-
ev
Lo c
using their phones, demonstrating that there’s plenty of scope for
Sub
ins
iew
transnational mobile commerce.
And a quarter already enjoy sharing their experiences by checking- 33% 26%
in to locations using services like Foursquare and Gowalla – these
channels present excellent opportunities for brands to reach
consumers and visitors by developing a presence on these platforms.
17
JWT Intelligence, Rebooting Travel, April 2011
30 31

18. Perhaps most striking though is the discovery that a third of
travellers are prepared to submit online reviews on the spot. This
neatly illustrates the passion consumers now have for creating as
well as consuming content. Many brands are already opening up to
consumer feedback and this taps into a wider trend across business
towards greater transparency.
Thinking more proactively, travel brands could anticipate the needs
of holidaymakers by sending functional information tailored to their
trip like weather updates or details of local events. They could also
seek to exploit location-based technology to target consumers
on holiday with sponsored content, deals and offers relevant to
their trip. Imagine walking down the Las Ramblas in Barcelona and
receiving an offer for two for one deal admission to Sagrada Familia,
or a free main meal at one of the many local restaurants, direct to
your mobile.
Launched in mid-January 2012, Australian airline Qantas is piloting
(on selected flights) wireless inflight entertainment in the form of
iPads for each of their passengers. The iPads will be pre-loaded
with the airline’s own Q streaming app which delivers access to
over 200 hours of on demand television and audio programmes.
Towards the end of the trial Qantas says it will allow passengers
to view the streaming content on their own iPad whereby they can
also download video to watch within a 24 hour period of leaving the
aircraft if the programme was cut short by the plane landing.
In Japan a number of Kyoto’s hotels offer guests the option of renting
iPhones pre-loaded with useful information. The Kyoto Garden
Ryokan Yachiyo hotel offers free rental of the iPhone concierge,
which includes a number of apps intended to help make their guests’
stay stress free. For example, iDict translates street Japanese signs
and menus.
32 33

19. The Always-On Traveller % of people who engage in social use of
technology several times a week or more
As mobile technology morphs into an extra limb for many of us, we
are accustomed to not only keeping abreast of the lives of others nd text d e mail ak
e call
Se ea m s
but also broadcasting the minutiae of our own. Our survey suggests
R
s
that even when on holiday we are unwilling to break away from such
habits; we like to remain in constant contact with those back home. TXT
Despite ever-more sophisticated devices, the top use of technology 66% 54% 51%
on holiday for now is SMS: 66% of Brits text family or friends at least
several times a week whilst away, with 19% of people doing it at least
once a day. intern Vo i ce m
y to e m a rf
pl u ck
et
ai
il
e
Re
S
Ch
This is no doubt driven both by the low and fixed cost of sending
s
ls
texts as well as the preponderance of feature phones on the market.
Things may change once mobile operators begin to introduce
www
clearer and cheaper options for roaming and penetration of smart 47% 44% 38%
devices increases.
Interestingly, we also love to email, with over half of us sending
Fa c e b o t/s
end m os/vid
messages several times a week or more and just over a quarter of us ck e ot
en h
eo
ss
e
p
o
st c o m m
emailing at least once a day. For the time being, email could be an
Ch
k
ag e
lo a d
f
s on FB
appealing way to communicate with travellers on the go, but brands Post
on
should ensure that any messages are relevant and personalised
Up
Po
FB
to achieve cut-through. JWT found in 2011 that 53% of Britons were
looking for “faster ways to get personalised recommendations and
47% 27% 22%
information while... travelling”.18 However, email alone is only a short-
term fix and brands should already be looking to develop tools which
put control in the hands of the consumer – allowing them to access the
information they need on demand. Two-way dialogue is also key - as which harnesses social network platforms to allow users to get advice
travellers love to share their views - so include a social element, which and tips for their trips from people they know. Or try out TripAdvisor’s
allows them to contribute their own comments and tips as well as see Mobile City Guides for Android which combines information from travel
those of their peers. Take a look at US mobile app Trippy for inspiration, experts as well as fellow users for 20 cities worldwide.
18
JWT Intelligence, Rebooting Travel, April 2011
34 35

20. Fear of Missing Out
But why is it that we can no longer go a week or two without “The best part of a holiday is perhaps
feeling compelled to connect with our social circle back home?
One explanation could be the ‘Fear of Missing Out’ (FOMO), not so much to be resting yourself, as to
a phenomenon JWT previously explored in 2011, which describes
the social angst we feel when our peers are more in the know, see all the other fellows busy working”.
or experiencing or doing something we are not.
Kenneth Grahame, Author
47% of our survey agreed that when on holiday they “feel the need
to keep in contact with friends and family regularly”.
Another possible reason is the growing compulsion for many to
showcase their lives on social networks, working to maximise 46%
their social status. Holidays offer the perfect opportunity to gather It’s important to me to
communicate to others what
social currency; your stock rises with every shot of you on a white I’m doing whilst on holiday
sandy beach in the Caribbean, bungee-jumping a gorge in New
Zealand or sipping a cocktail at a rooftop bar in Miami.
Consumers want unique and engaging experiences on holiday that
45%
When my friends share travel
they can communicate to their friends and family. Why? Because experiences it makes me
they know it’s the perfect way to both stand out from the crowd want to get in on the action
and make their social circle green with envy.
Brands need to think about how to engage consumers once on
41%
Seeing my friends post
holiday and how to create an experience that’s high in social
29%
about their travel activities
currency and worth communicating. If done correctly, this will not tends to make me jealous
just benefit the consumer but also the brand by turning socially
savvy consumers into instant brand ambassadors. Sharing my travel
activities makes
me stand out in my
social network
36 37

21. The Rise of Social Travel The Poolside Office
Social platforms also provide brands with an alternative space What is the point of holidays? A little bit of escapism? A time for
to talk to consumers: one which they have taken care to build. getting away from it all, a complete break from the nine to five? For
Holidaymakers are ready to use their social networks to research some of us, it seems it’s no such thing. To varying degrees, we’re
and plan travel. The Future Foundation reported that a quarter of us gradually blurring our work with pleasure.
were planning to do this as far back as 2010.19
Significant numbers of us are harnessing mobile devices to work
So why not go to them rather than expect them to come to you? more flexibly in all kinds of ways: managing diaries, Skyping
This is exactly what Delta Airlines did in 2010 when they launched colleagues and even accessing the company’s intranet. More than
an online booking app on Facebook which enabled US customers one in ten of us even claims to keep working throughout the holiday.
to search, book and pay for flights all through the social networking Which must be great fun for the rest of the family.
site. An upgrade allowed friends to plan activities together, book
rooms and decide where to travel. For those who work freelance or run their own business, it’s
important to always be available for clients; one can never really
KLM will go a step further in 2012 when the airline launches its ‘Meet switch off 100%. But what about everyone else? We asked our panel
and Seat’ service which will allow passengers to choose who they sit why they chose to keep working on their holidays. Can we simply not
next to via their social media profile. Passengers will link their check- bear to be parted from Steve in Accounts? Can we not control that
in information and opt-in to the service allowing friends, colleagues burning desire to file the quarterly sales report?
and perhaps even lonely hearts to meet up in the sky.
One might expect that workers are being pressured into it by
Social Flights (https://www.socialflights.com/) harnesses the power demanding bosses, but that seems not to be the case for most
of both social networking and group buying to enable like-minded people. More frequently, people are choosing to work on holiday for
travellers to team up and buy flights together on private jets. their own reasons.
And don’t forget, social media provides an apt platform for customer
service, with Twitter in particular allowing brands to respond in real-
time to queries and complaints as well as providing immediacy in
information updates.
19
nVision/World Travel Market, Leisure: Travel and Tourism 2010
38 39