Digital Travel Innovation Across the Traveller Journey

Delivery

This report comes in PPT.

Key Findings

Innovation critical

Post-pandemic, embracing digital innovation is critical for travel brands to power out of the health and economic crises, and looming climate emergency, adapting to changing consumer behaviours and values.

Omni-digital

With ever more consumers working, shopping and socialising online, digital tech is omnipresent in consumers’ lives and key for engagement across the traveller journey. Taking a holistic view of the consumer continuum is key.

Value add experience

Big data, AI, digital payments, mobile and social commerce are priority areas, spawning new travel start-ups and business models, with digitalisation going beyond the functional to elevate the customer experience.

Try before you buy

Pre-trip travel planning is an art in itself. After lockdown, AR/VR will continue to feature as part of DMO tool kits, while social influencers adapted to the new normal and will help in rebuilding trust.

Delivering on promises

After the booking, it is vital for travel brands to deliver on service promises and exceed expectations through personalisation, contactless solutions and add-ons. Hyper-personalisation through AI reduces the expectation gap.

Direct relationship

Online direct channels are the best way to ensure there is a strong, engaging customer relationship, with direct channels set to enjoy an uplift post-pandemic, also delivering on much needed savings on OTA commissions.

Untapped potential in-trip

Experiences have been given a shot in the arm by COVID-19 due to the need for advance booking to meet new protocols. Combined with foodservice, mobility and retailing, there is great potential for upsell and partnerships.

No digital, no future

Digital travel is not the destination but the journey with a high price for failure.