Blog

Seeking a source of new summer business? Reach out to all those smartphone-addicted travelers

We love our smartphones. We love them so much that, according to a new poll, they are our favorite place to spend time while on vacation.

July 1, 2016 by S.A. Whitehead — Food Editor, Net World Media Group

How important is finding a great restaurant to your average traveler? According to the results of a recent Hotels.com poll, at least as important as seeing a natural wonder, like the Grand Canyon, or symbol of a pivotal moment in history, like Gettysburg.

The study, based on a poll of nearly 10,000 people in 31 countries, found the following three somewhat unsettling facts about our vacation time:

Among those polled, 81 percent said their smartphone is their No. 1 travel accessory.
Most respondents said they spend an average of about three hours daily on their smartphones during vacation — more than any other single activity.
The average traveler reported spending more time searching online for local restaurants than any other type of search, including those for vacation attractions.

The traveler's preoccupation: Where to eat?

More than half of those polled said their smartphones are their primary source of information on vacation and most of the time the information they seek on their phones is the location of their next meal or snack. In fact, the study found that a healthy 71 percent of our internet searches while away from home revolve around finding restaurants or food markets.

And how does that compare with our searches for other essential information for vacation? Well, more than twice as many of those polled said they spend time searching online for a place to eat on vacation, than searching for a place to play. Specifically, here's a breakdown of our searches by topic, while on vacation:

1.   Restaurants and food markets – 71percent
2.   Tourist attractions – 59 percent
3.   Maps and directions – 56 percent
4.   Discounts and deals – 38 percent
5.   Local beaches – 33 percent

In fact, we actually are spending more time per day on average on our smartphones during vacation than out actually enjoying the vacation, according to the study. For instance, though we spend on average almost two-and-a-half hours a day basking in the sun, we spend at least three hours on our mobiles on average, according to the study. And about 6 percent of us – and you know who you are – are spending more than seven hours each day of vacation transfixed on our phones.

Where are we spending our "online" vacations

As far as the most commonly visited social media channels for those on vacations, Facebook reigns supreme by far. In fact, we're spending about twice as much time on that particular friends-based channel than the next nearest competitor, Instagram. Here's the breakdown, according to poll results:
1.   Facebook (77 percent)
2.   Instagram (32 percent)
3.   YouTube (25 percent)
4.   Twitter (24p ercent)
5.   Pinterest (14 percent)

What does this mean to restaurateurs?

In short, if you're a restaurateur, particularly one who has locations near popular tourist traps, airports or hotel/motel meccas, it pays to take these numbers into account when planning your summer social media campaigns. On average, the study found that typically most people take about three trips a year, so there are likely year-round opportunities to pull in extra diners who are traveling through, or to your area.

"For travelers the mobile effect begins with booking, as 43 percent of people in our study have booked a hotel on mobile," said Senior Director of Mobile at Hotels.com Dan Craig. "It's therefore no surprise that today's modern tourist is so reliant on their smartphone, and as technology is advancing it's becoming a more indispensable travel companion."

Restaurateurs should also keep in mind that if they have locations near busy travel throughways, it might pay to install outside signage that advertises free Wi-Fi at your location. What better way to lure a car-full of travelers in for a meal, than offering them a chance to go online for free via your public Wi-Fi?

About S.A. Whitehead

Pizza Marketplace and QSRweb editor Shelly Whitehead is a former newspaper and TV reporter with an affinity for telling stories about the people and innovative thinking behind great brands.