From the nomadic tribes traveling several millennia ago to contemporary attempts at space tourism, it seems that traveling has had a great impact on the evolution of our species and society. It wasn’t until the 19th century, though, that people started traveling not out of necessity, but out of pleasure. It took less than a century for tourism to become a worldwide phenomenon, and another 60 years or so for it to be one of the biggest industries. The travel sector has become a powerhouse and it’s here to stay.
Traveling out of pleasure
Modern travel has seen its share of technological advances, but none have been as captivating as the surge in digital travel. Just take Google Maps and Google Street View as an example and think about how they have shaped the way we travel. Today, we could not imagine that the smartphone of a modern traveler would not have the TripAdvisor or Foursquare mobile apps. Not only do they provide local insights and recommendations on destinations but are a vital part also in planning a trip.
It is no wonder that the rapidly growing popularity of apps has revolutionized traveling once again and reshaped the digital economy. According to tnooz, 30 million people now search for travel information via mobile devices each month and this trend is only going to increase as the growth of apps shows no sign of slowing down. Countless services and apps are just setting the ground for what seems to be quite possibly the biggest travel revolution yet.
This isn’t the type of revolution in travel that we’re used to seeing. The means of transportation are not changing significantly. Sure, travel is getting faster and more convenient, but this revolution isn’t a technical one in the way that it was in the past.
A social imperative
This revolution is both a communication and a social revolution. The core social dynamics of traveling are changing and it is up to businesses to find the best way to communicate with travelers. Travel is no longer just about leisure time. It’s almost a social imperative and the social component of travel is more important than ever.
As with most industries, the travel industry is becoming more and more user-centric. This is especially prevalent in tourism, where individualism and experiences are held in high regard. This is due both to technological advances and to the very nature of travel.
Modern travelers have a huge variety of tools at their disposal, making the travel experience easier, more individualistic, more profound and, ultimately, cheaper. While this is great for travelers, it does pose a great challenge for everyone else involved as travelers’ demands are becoming increasingly more sophisticated and complex. Luckily, for those who are looking beyond the horizon, this also poses a big opportunity for a plethora of new and old businesses.
The travel business
This trend is absolutely fantastic for businesses, because no longer will they find that a small or dispersed niche is an obstacle. Everything is digital. Every niche can be reached and every single niche-specific need can be catered to. Take a look at Tales2Go, a neat little app for parents who want to keep their kids entertained during long trips. It found its niche without a problem.
Let’s go beyond that. Apps for bikers? Apps for hikers? Apps for kayak paddlers? You name it, you got it. Each one of those apps caters to a specific audience and each one of them isn’t bounded by the limitations of their respective niches in the way that classical businesses used to be.
Travelers are adopting apps fast; in 2015, 36% of respondents in MMGY Global’s Portrait of American Travelers booked their travel through a mobile app. In 2016, this app-booking share of respondents jumped to 45%, according to Skift.
Highly personalized experiences
Contemporary travelers value their time and use apps to save it. That’s why they require apps for as many functions as possible, like for sharing their concert pics, and getting recommendations, news, and always up-to-date snow or surf reports. On top of everything, they are looking for highly personalized experiences. This is a trend that has been thoroughly observed for a couple of centuries and it has shaped the face of the travel industry. It’s easy to see just why modern travel apps are gravitating toward that kind of experience nowadays.
Another important element is an active community that the user can relate to. According to a recent study from the New York University and TrustYou.com, 95% of respondents reported reading reviews prior to booking and most of the travelers read 6 or 7 reviews on average. This trend is significant and it highlights the importance of having a community-based model since word-of-mouth recommendations are still perceived to be the most significant.
The best possible time for making apps for travelers
When it comes to mobile and digital tourism, the time is now. Although tourism has been closely tied to technology, it has finally improved to the point where mobile travel is a determinant of a good trip. This has had profound effects on the industry. In the first two quarters of 2016, travel tech startups raised almost $1.5B across 141 deals, as reported in CB Insights.
According to Euromonitor International it is expected that mobile travel sales will account for 25% of total global online travel bookings by 2019. In certain countries, such as the United States, that percentage is expected to reach 40%. The more than 60,000 travel apps in the App Store and Google Play Store in 2015 make a powerful statement as well.
This is an incredibly powerful market, one that still has a lot of untapped potential and, although the competition is strong, there is plenty of room for businesses to grow and expand. The rise of the global travel industry and modern traveler clearly show that, for digital travel, the future is already happening.
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