42% of travellers use Smartphones to plan and book trips

Published on : Thursday, July 2, 2015

tripadvisorMobile usage is on the rise throughout the entire traveler journey and more are using their smartphones to book parts of their travel, according to the TripBarometer Connected Traveler¹ report released today by TripAdvisor. The report defines “Connected Travelers” as those who have used a smartphone to plan or book a trip and offers an in-depth insight into their habits and behaviors. The study was conducted by independent research firm Ipsos and reported on more than 44,000 global responses from travelers and the hotel sector.



Key findings:



Top 10 Most “Connected” Countries

Nations surveyed with the greatest number of Connected Travelers:



Thailand (#1) and China (#2) lead the world with the most Connected Travelers, while the U.S. ranks #8. Just under half of U.S. travelers (48 percent) fall in to the Connected Traveler group.



  1.      Thailand – 65%
  2.      China – 65%
  3.      Brazil – 59%
  4.      Indonesia – 59%
  5.      Malaysia – 53%
  6.      Spain – 52%
  7.      Italy – 49%
  8.      U.S. – 48%
  9.      India – 47%

10   Australia – 47%


Emerging markets have a large number of Connected Travelers – nearly half (49 percent) of Asians fall into the Connected Traveler group and this is particularly driven by travelers in Indonesia, Thailand, Malaysia and China. South America has the highest proportion of Connected Travelers with 57 percent followed by the Middle East (55 percent).


“The TripBarometer Connected Traveler report uncovers key emerging trends among a growing group of influential travelers using mobile devices to plan and book their trips,” said Adam Medros, senior vice president of global product, TripAdvisor. “While booking travel via mobile is ultimately on the rise for all types of travelers, Connected Travelers are far more likely to see their smartphones as a booking device, both before a trip and while in-destination. Through travel apps, Connected Travelers are also finding their way around, looking for places to eat or things to do and reading reviews to make the best choice.”


Mobile Bookings on the Rise

The smartphone is the second most popular booking device after laptops for travel activities:




Mobile apps are becoming more popular as a booking channel:



Smartphones Have Become the Essential Trip Companion

Connected Travelers are more likely to want their smartphones with them on vacation to organize their trip more efficiently (44 percent) and book accommodation on the go (37 percent). They are also more likely than the average traveler to use their smartphone for travel research while in their destination: 72 percent of Connected Travelers use their mobile to look for restaurants, 67 percent use it to find things to do and 64 percent use it to read reviews.



How mobile is used on holiday Connected Travelers All Travelers
Finding my way around/maps 81% 67%
Looking for restaurants 72% 56%
Looking for things to do 67% 51%
Reading reviews 64% 47%
Looking for hotels 50% 36%
Making restaurant reservations 46% 36%

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