Every traveler can agree on the importance of having an
exciting destination to explore, a safe, clean hotel to call home, a
well-maintained rental car and a helpful insurance provider.
But where do the similarities between travelers begin and end? Do hopes and
dreams for a perfect trip mirror each other’s across countries and regions? Or
are they wildly different? For example, are travelers from China more
interested in adding technology to their trips than those from Germany? Are
French travelers more budget-minded than Brits?
These themes are explored in the new Amadeus research report, Travel
Dreams. Six thousand travelers from the United States, United Kingdom,
China, India, France and Germany were surveyed to better understand what they
expect from a trip and importantly, how technology can transform the process.
Here are some of the major findings across all stages of the traveler journey.
Where does trip inspiration come from?
How do people decide where they want to go? Sources of
inspiration have shifted a lot in the last five years, with social media and
content creators now playing a major role worldwide. This is particularly true
in China and India, where 50% of travelers surveyed say they look to travel
influencers. French and American travelers ask family and friends (54% and 55%,
respectively), while many in the U.K. get travel ideas from the TV they watch
(41%).
Virtual reality tours are also growing in popularity, with 70% of global
travelers “likely” or “very likely” to use virtual reality or a virtual tour to
explore a destination ahead of their visit.
Hotels and destination management organizations (DMOs) should look to
incorporate these channels and tools into their upcoming marketing
campaigns to better attract new audiences and engage them with content
that drives bookings.
How do travelers approach booking hotels, cars and insurance?
Hotels
With a destination in mind, travelers have strong
preferences in how they book hotels. Globally, travelers say they use online
travel agencies (OTAs) the most. According to Travel
Dreams, the second most popular method is booking direct through the hotel
website, which is favored by travelers from China and the U.S. In contrast,
Europeans rank in-person travel agents highly.
Car rentals
Most global travelers agree they get the best deals by booking directly with
the car rental company. However, more Chinese and Indian travelers say they
also find deals booking cars as an add-on to their hotel booking, and travelers
from India are almost twice as likely to hire a car when they go abroad
compared to the other countries surveyed.
Trip insurance
Methods of booking travel protection vary, but most travelers surveyed say they
purchase coverage from recognized and trusted brands online.
Travelers also report a big risk in not purchasing insurance, with the average
loss for people uninsured totaling $1,210—and in some cases it’s significantly
higher. Of the many reasons cited for booking insurance, 38% of leisure
travelers say they want health insurance to cover emergencies while abroad.
These findings all point to the importance of a strong distribution mix—hotels, mobility and insurance providers should sell content and services
on a variety of third-party channels (such as OTAs and global distribution
systems) to capture the most bookings possible.
What’s expected from the hotel experience?
Opinions are split between leisure and business travelers
when it comes to hotel check-in. Leisure travelers crave the personal touch,
with 50% of those surveyed saying personalized interactions would help them
achieve their perfect stay. By comparison, business travelers want more
efficiency in the form of an online or self-service check-in.
As for onsite services, 63% of travelers say they are willing to pay extra for
their favorite hotel features like a premium view or entertainment package. Of
the countries surveyed, travelers from China and India say they would pay 16%
above the average daily rate to get the view they want, compared to just 8% of
French travelers and 9% of Brits.
Hoteliers need to know their guests and cater to them in order to stand out
from the crowd. That means incorporating a personalized touch from staff when
appropriate, offering tailored packages as part of the booking flow or
adopting more technology to streamline their stay.
What are the dreams for the future?
Travelers are excited by the potential of artificial
intelligence (AI) in helping them build future trips. Fifty-percent of leisure
guests would trust AI to recommend restaurants to them, increasing to 60% among
business travelers. Just 13% of travelers surveyed “would not trust AI to
recommend things to me at all.”
To enhance the car rental experience using technology, 40% of travelers feel a
“seamless booking process via a simplified app or website for contactless car
reservations and pick ups” would greatly improve their trip.
As for insurance, speed and proactive assistance stand out. Fifty-two percent
of all travelers surveyed want 24/7 travel assistance for emergencies, such as
rebooking flights or finding accommodation. Travelers want insurers to be there
for them when things go wrong rather than offering compensation later.
These travel dreams offer huge opportunities for the hospitality industry to
better understand and serve travelers globally as well as in their local
markets. Whether travelers want more AI advancements, simplicity from insurers
or customized hotel stays, technology can help transform everyday experiences
into memorable trips that build lasting loyalty.
About the author...
Joerg Schuler is executive vice president and head of media,
travel intelligence and distribution at Amadeus Hospitality.
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