Summary
Nearly four in 10 US and Canadian online leisure travelers are less than thrilled about using technology — in travel or any other part of their lives. These travelers are mainstream customers who focus on their families, watch what they spend, and cast a wary eye on advertising. They're also good customers: Online leisure travel technology pessimists average more than one leisure trip per quarter, and many of them research and buy travel online. So how can you win them over? Don't punish them. Instead, focus on the three areas that will give them reassurance and self-confidence: Improve your digital channels' navigation and text; enhance your cross-channel support; and ensure that your online merchandising capabilities give your technology pessimists the same degree of detail and control they'd receive when interacting with one of your offline channels.
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