Published
December 2016
Topics

While smartphones play a key role in travel decision-making for many consumers, millennials are leading the way in mobile shopping and buying. Here we look at recent research to understand the behavior of these travelers, and the role that mobile will play in marketing to millennials in the future.

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<h2>Millennial Travelers: Mobile shopping and booking behavior</h2> <p>While smartphones play a key role in travel decision-making for many consumers, millennials are leading the way in mobile shopping and buying. Here we look at recent research to understand the behavior of these travelers, and the role that mobile will play in marketing to millennials in the future.</p> <h2>Travel Shopping on the Go</h2> <p>Millennials are more likely to shop for flights and hotels on a smartphone.</p> <p>41% of millennial travelers say they've used a smartphone to shop for flights while only 25% of people over 35 years old said the same.</p> <p>27% of millennial travelers say they've used a smartphone to shop for hotels while only 19% of people over 35 years old said the same.</p> <h2>More Trust in Mobile</h2> <p>Millennials have confidence in flight and hotel information found on smartphones.</p> <p>66% of millennial travelers are confident they can find all the same flight and hotel information whether searching on a mobile device or a desktop computer.</p> <p>Only 43% of travelers over the age of 35 are confident they can find all the same flight and hotel information whether searching on a mobile device or a desktop computer.</p> <h2>Mobile Travel Planning</h2> <p>Millennials are comfortable planning and booking trips on a smartphone.</p> <p>About 2/3 of younger travelers are comfortable planning an entire trip on a smartphone, compared to about 1/3 of travelers 35 and older.</p> <h2>From Looking to Booking</h2> <p>Millennials often purchase on a smartphone after shopping on the same device.</p> <p>59% of millennial travelers say they typically purchase a flight on a smartphone after shopping on one, while 44% of those who are 35+ say the same.</p> <p>64% of millennial travelers say they typically book a hotel room on a smartphone after shopping on one, while 42% of those who are 35+ say the same.</p>