The Internet of Travel Things: What Travel and Hospitality Marketers Need to Know Now - eMarketer

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The Internet of Travel Things: What Travel and Hospitality Marketers Need to Know Now

eMarketer Report

By: eMarketer

Published: January 19, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Whether it’s monitoring the performance of airline engines, enabling keyless entry to hotel rooms or helping tourists find their way around Disney World, the internet of things (IoT) is creating exciting opportunities for the travel and hospitality industry. By connecting smart devices, systems, processes and people in new ways, it is streamlining the back-end operations of airlines, hotels, resorts, cruise lines and rental car fleets. At the same time, data from these connections is helping marketers deliver more personalized campaigns and enhanced traveler experiences. Simply put, the IoT is helping this highly competitive and schedule-driven industry turn information into action.

  • The IoT will have important implications for marketers, who will find more ways to communicate with target audiences, more data to tailor personalized messaging and more feedback to enhance user experiences.
  • By one estimate, industry executives worldwide expected their companies to spend an average of $128.9 million each on IoT initiatives in 2015, or 0.60% of revenues.
  • Mobile devices play a key role in the travel IoT. The majority of consumer-facing initiatives involve brands monitoring and communicating with their target audiences through smartphone, tablet and smart watch apps.
  • The use of Bluetooth beacons to deliver proximity-based messaging to smart devices is growing quickly and could be mainstream in the next several years.
  • Obstacles to wider adoption include concerns over security and privacy, a lack of common standards, a gap in data fluency, high costs of entry and competitive practices.

"The majority of travel industry executives believe that the IoT presents clear benefits today, and even more think it will present clear benefits in the next several years."

Table of Contents

The State of the Travel IoT

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Implications for Marketers

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Overcoming Challenges: Experimentation Will Breed Success

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7 charts are included in the full report:

The Internet of Things: What Travel and Hospitality Marketers Need to Know Now

Attitudes Toward the Internet of Things (IoT) Among Airline IT Executives Worldwide, March 2015 (% of respondents)

The State of the Travel IoT

Internet of Things (IoT) Spending Metrics According to Business Executives Worldwide, by Industry, April 2015

Ways in Which Their Company Is Using Internet of Things (IoT) Technologies According to Travel, Transportation and Hospitality Executives Worldwide, April 2015 (% of respondents)

Attitudes Toward the Internet of Things (IoT) Among Airline IT Executives Worldwide, March 2015 (% of respondents)

Implications for Marketers

Primary Use of Machine Data/Internet of Things (IoT) in Digital Marketing Campaigns According to US IT/Business Executives, July 2015 (% of respondents)

More Connected Things = More Ways to Communicate

Current vs. Planned Implementation of Beacon-Enabled Apps for Select Passenger Services Among Airline IT Executives Worldwide, March 2015 (% of respondents)

Overcoming Challenges: Experimentation Will Breed Success

Internet Users in North America Who Are Comfortable with Companies Handling Their Personal Data, by Industry, Feb 2015 (% of respondents)

The Data Fluency Gap

Problems that Business Professionals Worldwide See When Using Big Data Technologies/Analysis, Feb 2015 (% of respondents)