Trends Report

Why Smartphones Will Become One Of Travel's Two Most Important Touchpoints

July 11th, 2011
Henry Harteveldt, null
Henry Harteveldt
With contributors:
Patti Freeman Evans , Julie Ask , Douglas Roberge , Amelia Martland , Elizabeth Stark

Summary

Mobile is an ideal channel for travelers. Within this touchpoint, smartphones excel. Though just 22% of all US online adults have a smartphone, 35% of US online leisure travelers and 55% of business travelers have one of these devices. The smartphone-equipped traveler is your future, and he's traveling with you today. Ingredient technologies within smartphones, like GPS, cameras, and sensors, and the apps they empower, will change how travelers and brands interact and engage with each other. Forrester also believes that smartphones will spur the development of new distance-based yield management models. How can travel eBusiness pros use smartphones to win with their travelers? Build strategies and tactics formed on the "three I's": individualism, immediacy, and inspiration.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.