Travelers are increasingly relying on technology to assist with their travel experiences, however, some of their travel preferences and choices may deviate from common thinking.

For example, only 15% of consumers turn to social media to help make travel-related decisions, and just 8% take into consideration political ethics, human rights practices or prejudices in locations when choosing destinations.

Additionally, only 5% of travelers think of themselves as adventure-seekers and just 1% as business road warriors.

The findings are part of research undertaken by the Chief Marketing Officer Council’s GeoBranding Center and AIG Travel called “What’s Changing the Way You Travel Today.”

The study examined a survey of more than 2,000 leisure travelers conducted by Pollfish.

The connected and motivated traveler

According to the research, nearly 50% of leisure travelers believe the internet and device connectivity make travel better, and 42% think technology innovations have improved the travel experience across all modes of travel.

Additionally, 38% say tech advancements have helped them find deals, discounts and destinations more easily, and over half (51%) say deals and discounts are the top motivators in making travel decisions, followed by loyalty programs and perks (34%), do-it-yourself travel options (32%) and family and friends (29%).

Although travelers are motivated for a bargain, few are turning to deal and savings sites directly to inspire or assist with travel, indicating travelers are also looking for content and assurance – more than simply a quick way to save money.

Rather, online travel agencies such as Booking.com, Expedia and Travelocity are the most-trusted travel sources for consumers (46%), followed by travel agents (32%).

Top influencers

Social media and the politics of a destination may factor low on what sways consumers to travel, but their own special interests and hobbies rank high as influencers for 43% of travelers.

The security, stability and friendliness of a location also impact traveler choices (36%), as do the adventure and recreation activities on offer (30%). The local culture and history as well as destination geography and diversity influence some 29% of travelers.

Though few travelers consider themselves adventure-seekers or business travelers, most think of their travel styles as smart planners (31%), relaxed nomads (25%) or deal-seekers (22%).

Leisure travelers cite too many distractions or obligations, crowds, the time it takes to book and anxiety over dangers as the top detractors to traveling.