Travel Habits of Americans: 87 Percent Haven't Yet Messaged With a Travel Brand
This week Facebook executives used their annual F8 discussion to woo hotels, airlines, and other businesses into regulating a amicable network’s Messenger app as a place for them to promulgate with their customers.
The association hopes a new synthetic comprehension (AI) collection will make it easier for eccentric hotels, tiny chains, airlines of all sizes, and other transport suppliers to boost how business correlate with them.
Facebook says that companies of all kinds (and not only transport ones) have already doubled a series of messages sent given final year to 2 billion, interjection in partial to some-more than 100,000 bots, that use AI to answer common questions from customers.
Messaging is not only a Facebook thing, of course. There’s also been hype around new chat-based interfaces from transport agencies like Lola, and there’s been hum about a rollout of text-based messaging services by third-parties like Expedia and Booking.com. Plus hotel bondage like Marriott and Hilton have been prodding guest to discuss with them.
Even so, notwithstanding all of these efforts, not most messaging is nonetheless function between travelers and brands.
Perhaps surprisingly, Americans and transport companies have both been delayed to welcome messaging on Facebook or other platforms, according to a new Skift check regulating Google Consumer Surveys.
Takeaway: Only about 4 percent of a race says that they have chatted with a transport code during slightest a few times on a messaging app. Only about 8 percent of a respondents contend that they have communicated with a transport provider once or twice regulating a messaging app.
Important: This consult — not served to Skift users — was administered to 2,027 members of a U.S. adult internet race in FebruaryF 2016, by Google Consumer Surveys. The methodology is explained here.
There are not immeasurable differences in use by age. Only 14.8 percent of 18-44 year olds have used messaging, compared to 11.1 percent of a 45-65+ demographics.
The formula fly in a face of investigate by BCV, a amicable media solutions provider for liberality brands, that says a hotel clients alone have had about 1.1 million interactions with guest on messaging platforms in a past year.
It’s not transparent what explains a discrepancy. Our best guess: Maybe some transport suppliers conclude “interactions” to embody text-based alerts about check in times, confirmations, or billing. And maybe travelers tend to consider of chats as some-more conversational, such as about seeking to change a check-out time during a hotel around SMS.
In any case, this consult does dovetail with other marketplace research. Other studies find that travel lags other sectors, such as retail, when it comes to messaging with customers. The U.S. as a geographic marketplace also lags many other tools of a world when it comes to a adoption of messaging as a communications tool.
The consult is partial of Skift’s 14-poll investigate this year that looks during U.S. traveler habits from many angles.
We’ll be releasing a consult each few weeks or so until a finish of 2017. Each one, we hope, will offer new discernment into how Americans are roving — or not — this year, what their priorities are, and where they dream of going.
See the progressing doubt for U.S. travelers: How many vacation days did we take in 2016?