Travelers Miss Out on Tech Benefits While Planning Trips, New Survey Reveals

The Untapped Potential of Technology in Trip Planning

In a rapidly evolving digital landscape, travelers often find themselves overwhelmed by the sheer amount of technology available for trip planning. A recent survey conducted by Go City, a leading brand in the sightseeing and attraction pass industry, aimed to uncover how effectively travelers utilize these technologies when planning their vacations. Collaborating with Talker Research, the survey sampled 2,000 frequent travelers from the U.S. – those who travel at least three times annually. The results were eye-opening, revealing a mismatch between available resources and actual usage of technology for travel planning.

Key Findings: Prioritizing Affordability

The survey highlighted affordability as the foremost concern for many travelers, with 44% identifying overspending as their top pain point in trip planning. Interestingly, a substantial 51% of respondents stated that affordability governed their choice of destinations. This focus on cost can lead travelers to miss out on promising experiences simply because they are unaware of better options that could align with their budget.

Additionally, almost a quarter of these travelers (28%) indicated they are swayed by deals such as discounted flights or hotel packages, which can significantly affect their planning decisions. Beyond affordability, other factors influencing destination choices include the variety of experiences (42%) and ease of travel both to and within the selected destination.

The Time Drain of Planning

Trip planning proves to be a considerable time investment for many. On average, American travelers spend approximately 17 hours and 42 minutes conducting research, comparing prices, and making bookings. Notably, 22% of this time—around 3.5 hours—is dedicated to organizing experiences and cultural or historical excursions. Some dedicated planners even report investing more than seven hours just for this stage, underscoring a need for efficient tools to ease the burden of trip prep.

Packing and ensuring that everyone’s expectations are met during travel were other significant pain points, impacting 26% and 17% of respondents respectively.

A Missed Opportunity: The Role of Technology

Despite the wealth of information available, the survey showed that 85% of participants do not utilize AI-powered travel tools to assist with their planning. Judy Gauthier, Chief Commercial Officer at Go City, emphasizes the importance of technology and how underutilizing it results in missed opportunities to optimize travel experiences. "Innovative tools like Go City’s Trip Planner can transform how travelers organize their trips by simplifying itinerary creation based on topical interests, geographical locations, and more, all while saving both time and money."

The Social Media Influence

Social media plays a notable role in influencing traveler decisions, with about 33% of participants using platforms for trip planning. Surprisingly, the youngest demographics (Generation Z) lean heavily on these social platforms for inspiration, further supporting the need for brands to integrate social media insights into their marketing strategies.

Generational Trends in Sightseeing

A curious trend among generational cohorts surfaced in the survey regarding sightseeing. All age groups recognized ticket costs as a common barrier to visiting local attractions, with particularly high concern among younger travelers. Expensive entry fees have led many to visit only a small number of attractions in their cities, with 51% confirming they typically only explore up to three local sites in a year. Long lines and crowds also detract from the experience, making it essential for travel brands to consider these factors in their offerings.

About Go City

For over 25 years, Go City has dominated the sightseeing and attraction pass market, boasting over 60% of the global share. Their goal remains to revolutionize tourists’ experiences while maximizing their connection with local attractions and destinations. By offering access to over 1,500 attractions across cities in North America, Europe, Asia, and Oceania, Go City promotes savings of up to 50% compared to purchasing individual attraction tickets.

Ultimately, as travelers continue to evolve, the importance of leveraging technology for efficient trip planning cannot be overstated. With tools like Go City's innovative Trip Planner, the burden of travel planning can be alleviated, opening doors to more informed, enjoyable traveling experiences that are both cost-effective and time-efficient.

For further insights and to start planning your next adventure with Go City, check out their website or download the app available on both App Store and Google Play.