(Length: 6 pages)

August 25, 2006

The Technology Devices That Travelers Own

Travelers' Device Ownership Creates Marketing Threats And Opportunities

by Henry H. Harteveldt

with Bruce D. Temkin, Charles S. Golvin, Brian Tesch

Executive Summary (This is a document excerpt)

US travelers are more likely to own technology devices and equipment, including flat-panel TVs, laptop computers, and digital cameras, than people who don't travel. But not all travelers are alike. The group that is most likely to own tech devices is the 35% of US travelers who take both business and leisure trips during the course of a year. Travelers' adoption of high-tech devices complicates how travel marketers reach them. Look for travel marketers to adopt creative new media strategies such as high-definition TV programming and online streaming radio. Travelers' tech devices will also drive changes in in-flight entertainment (IFE), richer mobile-based functionality, and database marketing and analytics.

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