Despite growing use of digital boarding passes, UK holiday-makers still depend on paper documents when travelling.
Research by Canon shows that 74% of Britons still print travel documents, even though more than four out of five go online to research holidays (93%), book accommodation (85%) and buy tickets (81%). Three quarters (74%) like to have a paper copy as a precautionary measure to overcome any technological issues or potential mix-ups. More than half (52%) say they continue to print out of habit.
Given that more than one third (36%) of consumers are frustrated by the number of pages included in travel documents, Canon advises travel companies to exploit customers’ propensity to print by providing them with more relevant information.
Canon Europe marketing director Marc Ranner said: “The message to travel companies is clear; printed travel documents are still incredibly important to holidaymakers but the information they contain could be far more useful. There is an opportunity to fuse together the benefits of the internet with the reliability of print, by using selectable or customisable online documents that allow consumers to print out what’s relevant to them.”
The Top 5 items of information valued by British holiday-makers are the destination address (71%); a map of the destination (59%); directions to where they are staying (39%); public transport directions (33%); and local addresses and numbers (23%).