What can we learn from the Digital Index Travel Report?

Every year, software giant Adobe brings out a Digital Index Travel Report, designed to bring us valuable insights into everything from top destinations to consumer buying behaviours, online travel spend and more. Based on aggregated data, Adobe analysed over 15 billion visits to travel sites over a two-year period and around three million social media posts, so the information it provides is sure to be of interest to any business with a stake in the travel industry.

To save you trawling through the 2015 report, we thought we'd break down some of the key findings:

Smartphone still reigns

The Adobe report indicates that, while the tablet has made an impact on the travel industry, the smartphone still remains the preferred mobile device. Its data suggests that travel companies have successfully created responsive sites for mobile, and an increasing amount of consumers choose larger-screened smartphones. For the first time, more travellers are looking to book and pay for trips through their smartphones than tablets.

Total travel spend still on the rise

In the US, travellers are predicted to spend a staggering $65 billion (£41 billion) online on summer 2015 trips. Overall, flight prices decreased 4% on a year-on-year basis, while hotel prices increased by an average of 5%. According to participants in the survey, 32% anticipate spending more on travel, with over half of this (57%) being spent online.

Top destinations

Based on a combination of social media posts and the number of bookings, the most popular cities in Europe for travel are London, Paris and Rome, while stateside destinations include Washington DC (which took the top spot), Los Angeles, New York, Las Vegas and San Francisco.

Hotel and flight savings

Travellers can save around 15% if they wait until a month before the trip and book rooms that are $120 (£76) or less per night. For international flights, travellers that make reservations 50 days before their flight could save up to 32%.

Wi-Fi usage

Another insightful element of the report relates to Wi-Fi. Interestingly, over one-third (38%) of survey participants claimed that they would travel to a destination with limited Wi-Fi or mobile connection in order to "unplug" from the Internet. In an age where mobile is becoming increasingly important, this is an interesting finding. Travel marketers may expect a drop in mobile-related activity this summer. Tamara Gaddney of Adobe Digital Index has said that her recommendation is to fine-tune social media strategies "to place less of an emphasis on mobile."