The Nordic outbound travel market

network
readiness
The Networked Readiness Index is the
capacity of countries to fully benefit from new
technologies in their competitiveness strategies
and their citizens’ daily lives.
Source: The Global Information Technology
Report (2010-2011)
Country/
Economy
1 sweden
2 Singapore
3 finland
4 Switzerland
5 Unite States
6 Taiwan, China
7 Denmark
8 Canada
9 Norway
Score
5.6
5.59
5.43
5.33
5.33
5.30
5.29
5.21
5.21
32
06: Booking Behaviour
and Platforms
New Technology
Experts
The pace of technological advance is
accelerating and ICT is increasingly
becoming an essential part of people’s
behaviour and social networks. Mobile
phones, smart phones, computers and the
Internet have opened up new channels of
communication.
Several studies show that the Nordic
countries are at the forefront when it
comes to ICT penetration and use.
They are familiar with ICT
Nordic tourists have a high individual
usage level of ICT tools and the number
of mobile and broadband Internet
subscribers, Internet users, PCs, mobile
phone subscriptions with data access and
Internet access in schools is high.
How can they
be reached?
Smartphones
An application for
every vacation
For smartphones, new travel-related
apps are constantly becoming available.
I.e. travel tips, translation apps, cultural
information, navigation and maps, flight
information and taxi cab services.
Last minute booking made easier
The use of mobile phones and other mobile
devices makes it easier to make last minute
bookings, while last minute decisions
about when and where people want to
travel will increase.
With large booking portals and apps
like “hotels near me”, it is possible to
be anywhere in the world and book the
nearest hotel straight away.
Social Media
Everybody’s there
Young people are developing a wave of
social media activities. Older generations
have been influenced by the use of social
media and the behaviour of young people
and are themselves increasingly active
users of social media.
Most people in the Nordic countries have
a personal Facebook profile and are active
users of the site.
• Norway - 52 %
• Denmark - 46 %
• Sweden - 44 %
• Finland - 35 %
Facebook
Pictures encourage Travelling
The sharing of holiday snaps is a popular
activity on Facebook, and research shows
that pictures have a very strong influence
on Facebookers’ travel plans.
• 52 % state that seeing friends’ holiday
pictures had inspired them to book a
holiday to the same destination
• 45 % say that Facebook encourages
them to visit their friends abroad more
Twitter
Where are you?
The social networking and microblogging
service Twitter has rapidly gained
popularity, especially in USA – but in recent
times the Nordic people have start taking it
to heart.
The Twitter application, MySkyStatus,
lets users automatically share flight
information via Twitter, Facebook or
LinkedIN while in the air. The site is open
for all major airlines and the site has
distributed more than 400,000 status
updates.