TRAVEL companies are
being forced to review
their current revenue
models and offerings
as they consider how to
compete in a world where
experience is everything.
“Younger generations want
to experience a destination.
They want a personalised
experience. There is more
pressure on brands to
understand booking and
buying behaviours in order
to deliver an experience
before a client has even
travelled,” said Nick Dagg,
Travelport’s agency chief
commercial officer.
There were two converging
trends: 1) the escalating
demand for personalised
experiences, and 2) the
rapid speed at which
technology is developing
and driving demand, said
Mark Meehan, Travelport’s
md of APACMEA and Global
Operators.
When surveyed in
Travelport’s Global Digital
Traveler Research 2019,
40% of MEA millennial
participants said they valued
experience above material
possessions and 50% said
they would sell clothes and
furniture to travel further.
“Millennials want to visit
bucket-list destinations,
because it improves
their social status. This
trend is being driven
by technology because
they have the ability to
share their experience on
social media,” Mark said.
“International experience
platforms, such as Airbnb,
Vayable and Eatwith.com
are enabling local-led
experiences.”
What travellers want
The MEA region is
leading the demand for
change when it comes to
memorable and engaging
digital experiences, said
Fiona Shanley, Travelport’s
chief customer and
marketing officer.
The use of a travel agent’s
services is also marginally
higher, particularly with
younger generations.
Fiona was sharing the
results of Travelport’s
global study investigating
how travellers are using
technology today to improve
their experience of buying
and managing travel, and
enhancements they want to
see in the future.
Some 23 000 travellers
from 20 countries were
surveyed, including South
Africa. Of participants, 76%
said they considered if a
good digital experience was
offered when choosing an
airline (up 13% from 2017);
and 70% consider this when
choosing accommodation
(up 21% from 2017).
Travellers believe virtual
or augmented reality
experiences would assist
when researching trips, with
61% saying it would help
them plan better. Millennials
rely heavily on social media
when researching a trip,
with 92% saying they have
reviewed content posted
by travel brands on social
media.
Travellers expect
information to be readily
available and are frustrated
when they can’t access
booking information on
mobile devices (52%); and
66% of travellers said they
had used voice search
to manage their travel.
What are they looking for?
Weather information (63%)
and directions (60%).
42% of travellers said they
wanted to personalise their
own experience through
add-ons. 23% want basic
personalisation through
branded fares; and 22% of
participants said they would
be happy to give airlines
access to their data and let
AI (artificial intelligence) do
the work for them.
“Use of emerging
technologies and channels
is nearing a tipping point,”
said Fiona. “Gen Y and Z
are frustrated by current
offerings. They want
change; new offerings and
solutions.”
Experience is everything
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