Travelers and Tech 2024: Attitudes and Usage

Summary

As technologies develop and travel providers implement them in their business processes, brands must understand their customers’ attitudes and perceptions about the tools. They must reflect on consumers’ willingness to use technology and how their purchasing decisions are impacted by their attitudes towards technology. 

Phocuswright’s Travelers and Tech 2024: Attitudes and Usage is part of a comprehensive consumer research study delving into how travel consumers employ technology in the course of their trip planning and execution. This report examines travelers’ general attitudes toward and usage of technologies, while a companion report explores specific tools and tech, including generative AI.

The full report addresses these key questions:

• What is the state of travelers’ awareness and attitudes towards and motivations for using or avoiding certain technologies?
• What roles do mobile apps play in the traveler journey, in comparison and contrast to websites?
• What are consumers’ main pain points and key challenges with increasingly popular technologies?
• Which technologies are competitive differentiators? 
• How do consumers feel about sharing personal data with travel suppliers, and are some types of data sharing more acceptable than others?