The Future of Travel Search
The use of advanced destination selection and content customization tools to attract and inspire consumers earlier in the travel planning process is key to gaining competitive edge in the years ahead, according to a new study on online travel shopping behaviour released by Amadeus.
A new industry study released today, “Empowering inspiration: the future of travel search”, identifies trend-setting consumers’ behavior and motivations when shopping for travel online and identifies their experience during the destination selection, shopping and booking processes. The study also details the key trends and predictions for how consumers want to be able to search for travel online in the future.
The Amadeus-commissioned study, conducted by travel industry research authority PhoCusWright Inc., surveyed 4,638 travelers in the U.S., U.K., Germany, India, Russia and Brazil. In addition to consumer insights, PhoCusWright conducted 18 executive interviews with thought leaders around the world to gain industry perspective on where travel search is headed.
New ways in which travelers would like to search for travel
In the developed markets, nearly 50% of travelers had a particular place in mind, whereas in the emerging markets, it was only about a third of travelers. Catering to these travelers is advantageous, as attracting shoppers earlier in the purchase funnel broadens their audience and reduces their reliance on search and referral traffic. Furthermore, more than four in 10 travelers across the markets are flexible about travel dates, thus tools that help determine where and which travel dates have the lowest price have widespread appeal. It is time to think outside of the traditional city pair/travel date box.
Stephane Durand, Director, Online & Leisure, Amadeus, said, “Amadeus commissioned this study to understand how consumers will search for travel in the future. To effectively support our customers, we need to understand the developments that look set to affect both the future of travel search and the success of travel sellers’ business. Today, we stand at the forefront of a technological evolution in travel that we refer to as Online Travel 3.0 which recognizes the power shift from suppliers to retailers and to end consumers.”
Durand continued, “There are clear opportunities for travel sellers to inspire and convert consumers while alleviating degrees of frustrations along the way. For example, the use of advanced destination selection and content customization tools to attract and inspire consumers earlier in the travel planning process is key to gaining competitive edge in the years ahead.”
Carroll Rheem, Director of Research, PhoCusWright, said, “Megabrands…are applying enormous talent and imagination towards solving traveler problems. It is mission critical for all travel retailers…to understand and adapt to how consumers want to make travel decisions, not just how they have made them in the past. This study [illuminates] the things companies can’t see in their clickstream and conversion – desirable elements their websites currently lack.”