Mobile And The Travel Experience

Traveling is synonymous with being mobile — and we mean that in every sense of the term. Smartphones and tablets have disrupted the travel life cycle to the point where consumers reach for their devices from the moment they start daydreaming about a destination through to their experience on the trip. Mobile plays a distinct role in each phase of the travel purchase journey and creates a new context for consumers to anticipate, perceive, and remember their trips. However, the degrees to which consumers leverage mobile and the ways in which it delivers value vary. This report uses Forrester's Technographics 360 methodology, which merges survey data, behavioral tracking metrics, and qualitative insight, to illuminate when, why, and how consumers integrate mobile into their travel experiences.