GetYourGuide Research Reveals Americans’ Complex Relationship With Technology While Traveling Abroad

The 2017 State of Technology and Travel Planning Report highlights early adopters of cutting-edge technologies, continued relevance of offline information sources.

Berlin, December 14, 2017 — GetYourGuide, the leading online booking platform for travel activities, today announced the release of the 2017 State of Technology and Travel Planning Report, a new study that examines how Americans used technology to plan and manage trips to other countries in 2017, and how they predict their use of technology to evolve in the years ahead. The study can be viewed and downloaded here.

Uncovering new insights into Americans’ decision-making processes when planning travel, the 2017 State of Technology and Travel Planning Report highlights the degree to which established technologies have taken root, emerging technologies are being adopted, and offline information sources persist. “Personas” illustrate the similarities and differences in how American travelers rely on digital technologies, and show how trust is growing with adoption and repeat usage.

Notably, the findings also reveal that for most American travelers, “going digital” doesn’t mean throwing out the guidebook, or ignoring recommendations from friends and family. Offline sources of information still heavily influence Americans’ travel planning processes, and coexist peacefully alongside their digital counterparts. This is particularly true in-destination: recommendations from offline resources account for 42 percent of information consumed by travelers upon arrival.  

“Our research reveals that American travelers’ relationship with technology in planning trips abroad is complex, varied, and evolving fast,” said Johannes Reck, CEO of GetYourGuide. “In the year ahead, I expect this relationship to evolve further as voice-activated AI, chatbots and virtual reality take hold, and we welcome the positive changes these new technologies will bring to the discovery and booking experience for travelers in the US and around the world.”

Other key findings of the survey include:

  • Advance planners and last-minute travelers use technology differently. The computer, tablet and mobile reign supreme among Americans planning well in advance. Spur-of-the-moment travelers rely less on these technologies, and more on emerging tools like smartwatches.

  • One-time travelers are more digitally dependent than their well-trod counterparts. The experienced jetsetter loves new gadgets (30 percent have adopted smartwatches) but also uses every category of offline sources, such as guidebooks and personal recommendations, more than one-time travellers, both in advance and in-destination. They’re also more likely to plan a trip “out of order”, beginning the process by booking a city tour, day trip, individual attraction visit or even a meal.

  • New parents are surprisingly early adopters. Compared to the average traveller, families with young kids are generally twice as likely as the general population to use voice-activated booking systems, smartwatches, chatbots and virtual reality.

  • Technology is encouraging Americans to travel more. This is especially true among experiencedtravelers, of whom an overwhelming 94% are convinced that they will travel even more in the future because technology is making it easier to do so.

As part of the report’s release, GetYourGuide also published infographics for the key personas explored in the research. These can be viewed and downloaded here.


The survey was conducted on behalf of GetYourGuide by Market Cube between 10-14 July, 2017 among 1,000 American adults over the age of 18, each of whom had traveled internationally within the prior calendar year. The margin of error is 3.1 percent.

About GetYourGuide

As the largest online booking platform for travel activities, GetYourGuide powers access to more than 31,000 tours, activities and attractions in upwards of 7,300 destinations around the world. From Skip-the-Line tickets to the Eiffel Tower to shark diving in Cape Town, GetYourGuide offers things to do for every traveller, both on its own site and in partnership with premier travel brands worldwide. Headquartered in Berlin, GetYourGuide employs more than 400 people across its offices in 11 countries. For additional information about GetYourGuide, please visit the company’s website at