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Smartphone revealed as one of the most important items for two in five travellers to pack

Forget the sun cream, magazines and guide books, new research released today by InterContinental® Hotels Group (IHG®) reveals that of more than 10,000 travellers across 13 countries worldwide, the must-have item for a summer holiday is a smartphone.

According to the research by IHG® Rewards Club, nearly 40% of global travellers agree that their smartphone is the most important item to take on holiday - with over half (56%) of UK travellers surveyed revealing they will use it every single day. As a result, 1 in 10 travellers clock an impressive average of 70 hours online while on holiday - almost 20% of the actual time spent on a two week holiday.  

The research also revealed:
• Two thirds of Brits turn to technology to avoid getting lost on holiday, choosing to be guided by smartphones over a traditional map.
• Technology is fast replacing the classic postcard with 67% of respondents saying they use it to text friends and another 28% to Skype loved ones back home, while away.
• A third of Brits stay connected to home by using social media every day, so much so that it’s the last thing they do before sleep.
• Two fifths of Brits say planning the holiday is the best part, with more than a third (34%) spending over a day researching their trip   

Susanna Freer-Epstein, Senior Vice President Customer Loyalty Marketing, IHG said: “IHG is a brand and consumer driven company. We use insight to anticipate consumer trends and behaviour. This research shows how mobile technology is revolutionising the holiday experience – from enabling travellers to dream about and plan their holidays, to helping enjoy the trip itself and share their experiences with their friends and family.”  

IHG Rewards Club is the first and largest hotel loyalty programme in the world, with over 80 million members worldwide. IHG is one of the world’s leading hotel companies, with over 4,700 hotels around the world and a family of nine trusted hotel brands.  

IHG Rewards Club members are IHG’s most valued guests. In line with its aim of rewarding them for their loyalty, it surveyed more than 10,000 of its members worldwide in order to gain further insight into their relationships with their loyalty programme and to learn more about their travel needs.   

As part of the global survey, IHG Rewards Club has launched a digital hub at It showcases the experiences available to over 80 million members worldwide – from a cultural experience at some of the world’s most famous museums, to a special family celebration or a once in-a-lifetime relaxing spa experience. It includes reviews from members and global travellers from all around the world.  

IHG Rewards Club offers advantages that no other hotel company can match including; free guest Internet for all IHG Rewards Club members worldwide, across the IHG brand family and no blackout dates on Reward Nights - a loyalty programme purposefully designed to see the customer win.  

Additionally, as of July 1st 2014, members will also earn more IHG Rewards Club points when they stay at any of the 180 InterContinental Hotels & Resorts worldwide. For every $1USD spent  on qualifying revenue during stays, such as food and beverage, these members will now earn ten IHG Rewards Club points.

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