Successful digital travel transformation requires an understanding of the customer’s desires and expectations. Though some destinations go in or out of vogue, certain trends show no signs of abating as we kick off a new decade.
Travelers have consistently reported valuing particular types of experiences: authentic, personalized, interactive and connected. For instance, according to Resonance’s Future of Millennial Travel report, 60 percent of travelers want authentic and personalized experiences, 54 percent want interactive experiences throughout their trips, 70 percent want digital services customized to their preferences and 63 percent want to share their journeys over social media.
Businesses in travel and hospitality can thrive by using interactive technologies to connect customers with authentic experiences that are personalized.
These are difficult, though not impossible, targets to hit. Authenticity requires preserving traditional hospitality in the digital space. Personalization requires a delicate touch that does not overextend. Connection requires identifying friction in the customer’s journey. Interactivity requires truly responsive virtual assistants and interfaces.
Overall, the travel industry can improve the customer’s experience by basing their real-world and digital solutions on the following values.