Survey of 23,000 people from 20 countries shows travelers want change and are driving transformation in the industry. Digital solutions most valued when coupled with human engagement. Technology increasingly influencing decision making and travel management.
- The importance of a good digital experience is critical to travelers, irrespective of their age
– Gen Z (81%), Gen Y (78%), Gen X (67%) and Baby Boomers (60%) consider whether a brand offers a good digital experience e.g. online check-in, gate information, room key on your smartphone etc., as important when booking an airline or hotel.
– Three-quarters of Gen Y (76%) also said in-room technology e.g. smart TV, digital music player or Bluetooth speakers is important when choosing accommodation.
- Demand for voice search as well as augmented and virtual reality experiences is now significant.
– At 64%, Gen Y rated the highest in using voice assistants for travel and 70% think augmented or virtual reality would be useful when planning travel - The majority of generations, including Gen Y (76%), Gen X (59%) and Baby Boomers (48%) are comfortable using Biometrics.
– According to the study, levels of frustration amongst travelers indicate travel suppliers need to go further to satisfy demand for transparency and simplicity: - Gen Y (59%) said they find booking with online travel agencies harder than shopping online for other products and services.
– A high percent of Gen Z (69%) and Gen X (54%) found it frustrating not being able to see the availability and cost of extras e.g. prebook seats, food, wifi and baggage
– The majority of travellers, Gen Z (62%), Gen Y (56%) and Gen X (50%) found the complicated rules/terms and conditions around cancellations or changes, frustrating
- Channels like social media, are opening new opportunities to land bookings and have increased in influence.
– Instagram is considered most influential by Gen Z (71%) whilst Gen Y find both Facebook and Instagram influential (64% and 25% respectively). Facebook tops the ‘influence’ list for Gen X (70%) and Baby Boomers (58%).
– Gen X (43%) rated the highest in using social media for researching and booking travel on social media platforms, whilst smaller proportions of Gen Y (30%), Gen Z (29%) and Baby Boomers (24%) did.
- Gen Y (50%) and Gen Z (25%) nearly always turn to travel professionals for recommendations e.g. travel agents or tour operators compared to Gen X (20%) and Baby Boomers (8%).
– Almost half of Baby Boomers (49%), Gen Y (44%) and Gen X (43%) surveyed found it frustrating not being able to speak with a human when they wanted to
– Gen Y (66%) and Gen X (49%), Gen Z (37%) and Baby Boomers (32%) also indicated that a live chat with a travel representative, is an important feature in travel apps.
- When booking a flight, value is a top priority for over four out of five (86%) travelers today with just one in five (18%) now booking solely on cost. This trend is apparent across all age groups led by Baby Boomers (91%) who prioritize value marginally more than younger generations.
- Across all age categories, when booking a flight, travelers typically want to personalize their own experience (42%) through add-ons like extra legroom, additional baggage allowance and meal upgrades. One quarter (24%), however, prefer to receive branded offers, which provide a basic level of personalization.
Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.
She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.