Are you reaching the lucrative Connected Traveller?

TripBarometer report reveals that “Connected Travellers” are twice as likely to make travel bookings via mobile.

There’s a growing subset of Connected Travellers, or travellers who have used their smartphone to plan or book travel. And reaching these Connected Travellers is a big opportunity for travel and hospitality businesses.

In fact, our TripBarometer Connected Traveller report shows that more and more travellers are planning and booking travel on their mobile. Findings from TripBarometer, the world’s largest accommodation and traveller survey1, show that smartphones are now an essential travel companion. How prevalent is mobile usage for planning and enjoying travel?

Travellers booking via mobile apps has doubled since last year.
In 2014, 4% of TripBarometer respondents booked an accommodation using a mobile app. This year, it’s doubled to 8%. And for the Connected Traveller segment, that rises to 11%.

Booking lodging on mobile is becoming more habitual.
1 in 4 Connected Travellers who book their accommodation through a mobile app say they do so routinely. 1 in 5 say they booked through a mobile app because of the ease and speed. And 3 out of 10 did so because they felt they got a better price.

Booking travel activities is especially popular on mobile.
And it’s not limited to last minute, what’s nearby booking either. 45% of Connected Travellers use their smartphone to book travel activities pre-trip.

Travellers are big into using their mobile during their trips.
The lucrative Connected Travellers segment is especially engaged on mobile while on holiday:

Getting directions/using maps

  • Connected Travellers: 81%
  • Global travellers: 67%

Looking for restaurants

  • Connected Travellers: 72%
  • Global travellers: 56%

Looking for activities

  • Connected Travellers: 67%
  • Global travellers: 51%

Reading reviews

  • Connected Travellers: 64%
  • Global travellers: 47%

Looking for an accommodation

  • Connected Travellers: 50%
  • Global travellers: 36%

Accommodations are enabling convenient bookings.
Accessibility is on the rise for travellers, thanks to a growing number of accommodations that accept digital bookings. 73% of accommodations worldwide accept online bookings, while 55% accept mobile bookings.

There’s room for improvement with mobile check-in.
34% of the smartphone-loving Connected Travellers audience wants a mobile check-in option. Yet only 11% of lodgings offer this option that saves time for both guests and front desk staff.


  • 1. Data based on results from online survey of 10,261 accommodations and 34,016 travellers by TripAdvisor and Ipsos, collected January-February 2015.

Download Global Report

Last Updated: 30 June 2015