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BizReport : Ecommerce archives : October 23, 2013

Google study reveals online travel booking behaviors of consumers in Asia

Travel marketers will be interested in new study findings revealed at the WebinTravel conference in Singapore this week. Google conducted a large study into consumer travel research and booking behaviors across Asia that reveals the changing habits of today's travelers.

by Helen Leggatt

The online survey of 11,000 leisure travelers from 11 countries across Asia found that 83% use the Internet for at least part of their hotel booking activities, reports Tnooz. The highest percentage is in Malaysia (92%) and lowest in Japan (79%). Just over one quarter (28%) only use the Internet to plan hotel accommodation.

With mobile penetration in Asia booming, it's not surprising that many travelers have taken to using their device in the travel planning process. According to Google's study, 39% now use a mobile device to plan a trip and those on-the-go travelers want to book travel products "whenever" and "wherever" they can (59%).

However, 42% continue to use a desktop computer for travel-related activities as it is easier to book travel products on this device than via mobile. Furthermore, 19% are wary of searching and booking travel products via mobile due to slow connection speeds and 21% do not trust mobile when making payments.

Overall, 14% are "overwhelmed" by the sheer amount of travel information available on the Internet so it's not surprising that 71% consider "personal recommendations" very important input. Recommendations via social sites such as Facebook and TripAdvisor are also sought by 34%.

When revealing the findings of Google's "Constantly Connected Traveller" survey at the WebinTravel conference in Singapore this week, Google's head of travel for South East Asia, Bambos Kaisharis, recommended the travel industry make their online presence simpler, more personal and mobile in order to acquire, convert and retain today's travel customers.

Earlier this week, predictive analytics and decision management software company FICO released findings from an international survey of businesses and consumers that showed Asia to be home to the countries with the highest percentage of mobile native consumers.

Image via Shutterstock

Tags: Asia, Google, research, travel industry

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