TripAdvisor survey
reveals European mobile trends in travel planning
“As mobile devices continue their dominance
in our everyday lives, it’s no surprise to see a significant increase in the
number of British travellers using them to plan their travel,” commented Emma
Shaw, TripAdvisor spokesperson. “Travellers are using mobiles to not only
research before their trip, but increasingly to book and research their
activities, travel and meals when they get to their destination.”
Travel planning on the go is on the up
This year’s research showed that a third
(34%) of British travellers have used a mobile device to plan a trip, compared
to last year’s 22% - a year on year increase of 55%. Before a trip,
travellers are most likely to use their mobile to research and book
accommodation, while during a trip it is to research and book
restaurants.
Roam rage on the rise
Data roaming charges are still a
significant concern for British travellers – this year 68% cited this as their
biggest frustration in using a mobile abroad, compared to just 47% of
respondents last year. Only 42% of British travellers have used their mobile
device while in their holiday destination, compared to the European average of
55%. German travellers are the most likely to use their mobile on holiday (64).
In addition, 58% of British travellers
claim they turn their data roaming off while abroad in order to avoid data
charges, while more than one-quarter (27%) of British travellers say they’ve
been hit with an unexpectedly large mobile bill upon returning from holiday.
“Tablets and smartphones can really enhance
the travel planning process, opening up a wealth of options that a traveller
may not have come across otherwise. Unfortunately, despite attempts by
OFCOM to ease roaming fees, it seems British users still feel these costs are,
in many cases, prohibitively high,” commented Emma Shaw, TripAdvisor
spokesperson.
Hard copy maps in decline but mobile photo
use most popular
With built-in maps and GPS, it seems mobile
devices are taking over from traditional hard-copy maps for many travellers:
29% of respondents say they now use traditional maps less on holiday as a
direct result of their mobile devices, while 6% claim they’ve stopped using
traditional maps altogether on holiday.
Other than calling and texting, European
travellers are most likely to use their mobile device for photos. Over half
(55%) of British respondents have taken or shared photos on their device when
travelling. This is still lower the European average of 64% and significantly
lower than the 74% of Spanish respondents.
The results reveal the increasing importance a mobile device now plays in the travel planning process, both before and during a tip. For some travellers, it’s not just an enhancement, but an essential tool. A significant 29% of British respondents claim they “can’t live without’ their mobile on holiday, compared to the European average of 34%.
-Ends-
