Table of Contents
Executive Summary
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- Market overview
- Top takeaways
- The issues
- Smartphone versatility makes other devices less relevant
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- Figure 1: Device ownership, August 2019
- Travelers don’t fully trust technology
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- Figure 2: Opinions about tech security while traveling, August 2019
- Varied consumer concerns can’t always be solved by the affected company
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- Figure 3: Tech concerns while traveling, August 2019
- The opportunities
- Travelers see value in wearables
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- Figure 4: Preferred wearable vs smartphone functions, by age group, August 2019
- Ad targeting
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- Figure 5: Places tech is used for non-travel purposes, by age group, August 2019
- Young men are interested in spending on travel tech
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- Figure 6: Interest in travel tech hardware, by gender, age group and HHI, August 2019
- What it means
The Market – What You Need to Know
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- The smart luggage market is succeeding
- Smartphone versatility renders other devices unnecessary
- Kids are familiar with tech early
- Trade wars shake consumer confidence
The Market
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- Smart luggage poised for growth
- Smartphones are replacing other devices
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- Figure 7: Device ownership, 2015-19
- Increase in unlimited data means more mobile usage opportunities
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- Figure 8: Mobile network plan subscriptions, 2015-2019
- Travel app usage isn’t increasing with data capacity
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- Figure 9: Smartphone/tablet app usage, last 30 days, 2015-19
- Kids are exposed to mobile tech early
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- Figure 10: Smartphone and tablet ownership among kids and teens, November 2018
- Rising baggage fees promote more economical packing
Market Factors
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- Consumer confidence shaky among slowing growth
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- Figure 11: Consumer Sentiment Index, January 2007-September 2019
- US-Sino Trade War hits multiple fronts
Key Players – What You Need to Know
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- Airports are preparing for the next generation of technology
- Travel tech is addressing consumer concerns
- Lack of trust with the industry to properly handle and protect data
- Hotel tech is in a tough spot
- Connections are missed less
- Ads will be looking for you more
- East Asia and West Coast serve as barometers
What’s Happening
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- Airports are expanding biometric capabilities
- 5Gatwick
- Amazon Echo wearables help travelers remain hands-free
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- Figure 12: Amazon Echo Frames, October 2019
- Tech concerns being addressed through luggage
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- Figure 13: Away “Maverick” Carry-On with battery pack
- easyJet uses augmented reality to help passengers’ baggage
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- Figure 14: easyJet bag sizer for iPhone
What’s Struggling
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- Data breaches can depress brand app usage
- Lagging 5G rollout hampers hotel innovation
- Hotel guests aren’t ready for fully automated staff
- People are looking to disconnect
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- Figure 15: Attitudes toward smartphones – Time, by age group, January 2019
What to Watch
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- 5G rollout could make location-based ads more feasible
- Automated airports
- Private eyes on California
The Consumer – What You Need to Know
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- Men are the techies
- Age decides wearable appeal
- People are worried about being stranded digitally
- Travelers spend time with their tech in hotels
- Advertisers can get on board with travelers
- Security is a big concern
- Nearly 4 in 10 travelers fall into travel tech-friendly segments
Device Ownership
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- Mobile devices and laptops dominate ownership
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- Figure 16: Device ownership, August 2019
- Men are more likely to own tech devices
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- Figure 17: Device ownership, by gender, August 2019
Devices Used During Travel
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- Travelers with tech, use it
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- Figure 18: Device usage while traveling, August 2019
- Men and women have different travel tech interests
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- Figure 19: Interest in devices for travel, by gender, August 2019
- Women over 45 less likely to use travel tech
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- Figure 20: Non-interest in using tech while traveling, women over 45, August 2019
Wearable Appeal
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- Wearables have a viable role to play for travelers
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- Figure 21: Preferred wearable vs smartphone functions, August 2019
- Wearable navigation offers a big advantage
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- Figure 22: TURF Analysis – Smartphone vs wearable, August 2019
- Travelers under 55 are the most excited about wearables
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- Figure 23: Preferred wearable vs smartphone functions, by age group, August 2019
Tech Concerns
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- Staying connected is the biggest concern
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- Figure 24: Tech concerns while traveling, August 2019
- Business and leisure travelers have very different concerns
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- Figure 25: Tech concerns while traveling, business vs leisure travelers, August 2019
- International travelers are concerned with carrier costs
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- Figure 26: Tech concerns while traveling, domestic vs international travelers, August 2019
- The most engaged with travel tech have the most concerns
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- Figure 27: Tech concerns while traveling, all travelers vs those interested in travel tech, August 2019
- Women under 45 have many tech concerns
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- Figure 28: Tech concerns while traveling, by age and gender, August 2019
Situations for Tech Use
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- Most tech use happens in-room
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- Figure 29: Places tech is used for non-travel purposes, August 2019
- Younger travelers use tech throughout the day
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- Figure 30: Places tech is used for non-travel purposes, by age group, August 2019
- Business travelers are all business
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- Figure 31: Places tech is used for non-travel purposes, business travelers vs all, August 2019
Tech Activities
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- Travelers are good ad targets
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- Figure 32: Tech activities done while traveling, August 2019
- Business travelers focused on the task at hand
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- Figure 33: Tech activities done while traveling, by trip type, August 2019
- Travel apps are most popular among those 35-44
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- Figure 34: Tech activities done while traveling, by age group, August 2019
- Those without privacy concerns more likely to use apps
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- Figure 35: Tech activities done while traveling, by opinion of privacy concerns, August 2019
Attitudes toward Travel Tech
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- Travelers are trepidatious about tech
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- Figure 36: Opinions about tech security while traveling, August 2019
- Young men are more willing to risk privacy for convenience
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- Figure 37: Opinions about tech security while traveling, by gender and age, August 2019
- Travel management systems should underscore data security
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- Figure 38: Opinions about tech security while traveling, by travel type, August 2019
- Young men with money are interested in travel tech
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- Figure 39: Interest in travel tech hardware, by gender, age group and HHI, August 2019
- Never gonna give tech up
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- Figure 40: Opinions about disconnecting from tech, August 2019
- Parents willing to use apps for guidance
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- Figure 41: Attitudes toward destination apps, by parent status and gender, August 2019
- Digital payment is a good option abroad
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- Figure 42: Attitudes toward digital payment, August 2019
Travel Tech Segments
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- Factors
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- Figure 43: Travel tech segments, August 2019
Segments
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- Techie Trekkers (18%)
- Demographics
- Characteristics
- Opportunities
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- Figure 44: Travel tech segment – Techie Trekkers, by demographics, August 2019
- Averse Adventurers (19%)
- Demographics
- Characteristics
- Opportunities
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- Figure 45: Travel tech segment – Averse Adventurers, by demographics, August 2019
- Separation Seekers (21%)
- Demographics
- Characteristics
- Opportunities
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- Figure 46: Travel tech segment – Separation Seekers, by demographics, August 2019
- Wary Wanderers (19%)
- Demographics
- Characteristics
- Opportunities
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- Figure 47: Travel tech segment – Wary Wanderers, by demographics, August 2019
- Expeditious Expeditioners (23%)
- Demographics
- Characteristics
- Opportunities
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- Figure 48: Travel tech segment – Expeditious Expeditioners, by demographics, August 2019
- Figure 49: Travel tech attitudes, by consumer segment, August 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 50: GDP change from previous period, Q1 2007-Q2 2019
- Figure 51: Disposable personal income change from previous period, January 2007-August 2019
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Appendix – The Consumer
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- Figure 52: TURF Analysis – Tech concerns, August 2019
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- Figure 53: Travel tech segments – Comfort factor, August 2019
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- Figure 54: Travel tech segments – Interest in disconnecting factor, August 2019
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- Figure 55: Travel tech segments – Smartphones and data security factor, August 2019
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- Figure 56: Travel tech segments – Entertainment preference factor, August 2019
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