Expert advice & analysis

Statistics don’t mean a lot without analysis. We think we’ve identified some pretty cool stuff from deep inside our data. After all, who’d have thought we’d be able to tell how likely you are to visit a strip club according to your phone network, or estimate how far you’ll travel for a weekend away with mates just by your email address? But we didn’t want to just roll out a bunch of stats, we wanted to drill down to find out what they really say about modern consumers so we’ve consulted industry experts and academics from across the globe.

Data release part 1 – what technology reveals about leisure trends

See what the experts think about our findings below:

Doug Kennedy_optDr. Doug Kennedy, CPRP

Professor, Department of Recreation and Leisure Studies

Virginia Wesleyan College, Norfolk Virginia, USA


A review of the e-mail and purchasing data reveals some interesting patterns.  These are important because of the rapidly changing travel and tourism landscape that technology continues to impact.  The most striking item is the amount spent on stag weekends and the e-mail origin of the bookings.  Whether allowable or not, it’s recognized that employees are going to conduct their personal on-line shopping and purchases while at work, or using their work e-mail addresses.  

The data reflects this in that the largest purchase amount is produced via correspondence related to work e-mail.  If you consider this for a moment it makes a great deal of sense and is consistent with thinking within the travel and tourism industry.   For many, travel is the antidote to work.  Work can be isolating and a place where the company we keep is not our choice.  On the other hand, travel gives us the opportunity to gather with the friends of our choosing and have experiences that we value and meet our personal needs. Work is our routine.  Travel is our escape. 

 We are reminded in the workplace, on a bad day, of the places we’d rather be.  That leads to travel considerations and related web browsing, and ultimately the desired purchase.   As well, travel purchases made at the workplace may have time considerations.  Because time is more limited for the travel research process, comparison shopping, and purchase, it is not surprising that the expenditures related to work e-mail are the highest in comparison to other e-mail sources.  

Another interesting finding relates to the mobile device related to group size.  Not surprisingly, the Apple products captured two of the top three average group sizes. Apple has been a leader in seizing the power of networking by its users and enjoys a lead in initial app development before deployment on the Android platform.   While Android devices in many cases have versions of apps identical to those available to IPhones and IPads, at this juncture it is not surprising that Apple would demonstrate a lead in its ability to be associated with higher group sizes. 

In summary, the data reflects an ever-changing landscape within travel and tourism.  Five years ago the data would have shown completely different results with devices, browsers, and carriers long since forgotten.  Five years from now the same will be said of this data.   Perhaps the most important conclusion is that for any web-based company, like, to continue its success it is going to be imperative to collect and analyze customer data, recognize on-going trends to attract new customers and retain existing ones, and keep an eye open for continuing developments in technology so these companies may react quickly.