The act of planning a trip or booking a hotel stay is often a result of a long search procedure for travellers. Due to a growing amount of resources, making decisions and non-linear purchases are increasing rapidly. Digital platforms and multi-device usage continue to evolve and influence travellers in all forms from the time they decide to travel, all the way to the final decision of the booking. Understanding the patterns, the strategy and methods the travellers use to make a booking is what all OTA’s and hotels are trying to gain insights from, to get maximum revenue.
The keyword of 2018 in the travel industry is PERSONALISATION
Smart personalization is hard to execute well in the travel industry. Due to the early usage of online bookings, the travel industry is the first to adopt digital marketing. Today’s travellers want information quickly and impulsively. A recent study conducted by Phocuswright suggests that more than 60% of U.S. travellers would consider an impulse trip based on a good hotel or flight deal. 57% of travellers feel that brands should tailor their information based on personal preferences or past behaviours. If a travel brand tailored its information and overall trip experience based on personal preferences or past behaviour, 36% would be likely to pay more for their services. So, these are some of the factors that affect revenue based on personalization.
Most Users are comfortable with Digital Assistance
Mobile bookings continue to increase and mobile phones are not just used for booking of flights and hotels. Over 70% of the travellers say that they “always” use their mobile phones while travelling. The frequency of mobile usage is mostly for research on shopping areas, areas of attractions, look up for restaurants and directions. Travel-related searches for “tonight” and “today” have grown over 150% on mobile, over the past two years.
Travel spend is increasing year by year, that’s what they say – “Its time to tick off the bucket list”. 45% of the travellers have a bucket list in mind of which the majority will aim at ticking one or more destinations off their list in a year. 47% of travellers want to travel to see the wonders of the world, 35% of them tantalize their taste buds by trying local delicacies in the places of travel, 34% are thrill seekers want to hike & trek or visit a theme park, few others just want to rest on a private beach on an island.
How do travellers define adventure travel?
One of the fastest-growing trends in the travel industry is the adventure business.
While the demographics made a huge difference before now it has changed, it is no longer based on high adrenaline rush activities. It is mostly based on increased interest in how a traveller wants to experience “Adventure”. Defining an adventure is tricky because for some travellers it could leisurely be biking and hiking and for some others jumping off the cliff would bring in a wild adventure.
Some of the major traveller booking patterns were covered in this blog. All in all, the traveller booking patterns are influencing the travel industry and it has become the most important factor to keep a track of the changes in these patterns because everything a traveller does is a direct business to the travel industry.