SOURCE: Phocuswright Inc.

PhoCusWright Inc.

September 19, 2013 04:00 ET

Smartphones and Skis: Digital Adoption Soaring Among Ski Travelers

SHERMAN, CT--(Marketwired - Sep 19, 2013) - Travelers who hit the road in order to hit the slopes are an attractive lot for travel marketers. Ski travelers generally have both the passion and the means to travel in pursuit of their favorite pastime. And more disposable dollars also translates into sky-high levels of digital adoption, making online and mobile channels key to targeting this high-income demographic.

According to a new report ( from travel industry research authority PhoCusWright, nearly half of ski travelers (i.e., U.S. adult skiers who took at least one overnight ski trip in the past two years) earn a six-figure income. And many don't hesitate to invest in the latest mobile devices. Eight in 10 ski travelers own a smartphone, and more than half own a tablet computer. By comparison, about two thirds of U.S. travelers who plan their travel online own a smartphone, and just under a third own a tablet.

"Ski travelers tend to be heavy mobile users, and they increasingly expect to be able to search, shop and book ski travel -- as well as their lift tickets -- via their mobile device," said Douglas Quinby, vice president, research at PhoCusWright. "To reach and influence these higher-spending travelers, the ski and travel industries must be prepared to fully leverage the potential of mobile media." 

Despite the substantial influence of mobile channels, websites via computer remain the leading source of information for ski trip shopping, with seven in 10 ski trips planned using this channel.

PhoCusWright's U.S. Skier and Ski Traveler Study provides a comprehensive view of U.S. skiers and ski travelers, including insight into ski travel decisions, information sources, the role of mobile devices and tablets, and much more. Based on an online survey of more than 1,600 U.S. adult skiers, the report highlights key factors that drove ski travel decisions in 2012 and reveals fundamental indicators for understanding trends in 2013.

PhoCusWright, the travel industry research authority, fosters smart strategic planning and tactical decision-making by delivering primary research on the evolving dynamics that influence travel, tourism and hospitality distribution. To complement its research in North America, Europe and Asia, PhoCusWright partners with and produces several high-profile conferences around the world.

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