Missed Connection: Why National Brands Must Adapt to Changing Traveler Behavior
Long gone are the days of glossy travel guides and oversized (un)foldable maps—and gone, too, are the days of printing out directions and information in advance. Today’s traveler is more likely to use a smartphone or tablet to search for shops, restaurants and activities once they reach their destination. This relatively recent change in behavior has important implications for national brands seeking to capture the business of vacationing spenders.
Today’s consumers rely on smartphones and tablets to find restaurants, retailers, banks and other businesses while they are on vacation. This relatively new mode of research and discovery has important implications for national brands’ local marketing strategies.