Travel TechnologyAdobe to marketers: Trust is earned – or broken – with every experience.

Travel brands, stay cool but don't be creepy

Who cares wins in the great trust challenge.
Who cares wins in the great trust challenge. Photo Credit: Gettyimages/BlackSalmon

Adobe’s 2022 Digital Trends report has exposed the risk companies face if they don’t meet consumer expectations of a trustworthy experience.

In the Asia Pacific region, concerns about trust are more acute than in the rest of the world, most especially in India when more than half of those polled are concerned about how companies use their data.

Adobe’s global survey of consumers and senior business leaders, including 5,000 consumers and 900 senior business leaders from across Asia Pacific, including South-east Asia, found that today’s digitally savvy customers expect companies to step up as trust leaders in their communities, workplaces, and marketplaces.

From living their brand purpose to respecting customer data to delivering valuable experiences, trust is earned – or broken – with every experience, the report noted.

For the travel industry, the Adobe research offers key insights into important opportunities for building – and rebuilding trust – and what that means for the bottom line.

Highlights of the Adobe 2022 Digital Trends survey

Hey, what is happening to my data?

APAC consumers are chiefly concerned that data shared with companies will be used in way they don’t approve of – that data is being sold, stolen, or used to benefit the company not the consumer.

Two thirds of consumers say that once a company has violated their trust, they will never give it their business again. Indian consumers are the least forgiving (74%)

Please, don’t be creepy

Almost three quarters of APAC consumers say great creative content can boost trust and shows brand care, but the personalisation misstep most destructive to trust is “contacting me in a creepy way”. The next biggest turn-off for consumers is sending ads or offers that are irrelevant.

Show that you care

Showing empathy is important, especially proving support in times of hardship. Companies should understand consumers’ frustrations and know what’s important to them.

Make it personal

Personal experiences can engender trust - if it’s on consumers’ terms.
72% of APAC consumers say their trust in brands rises if technology is used to personalise the experience. Conversely, 74% say poor personalisation damages brand trust.

AI's OK, but not Down Under

APAC consumers are embracing AI to improve customer experience, but not everyone trusts it. While 76% of consumers in India say AI is okay, only 13% in New Zealand and 20% in Australia believe artificial intelligence can be trusted. Only 12% of South-east Asia consumers will never trust AI.

If I trust you, I’ll splash the cash

APAC consumers will spend more with trusted brands. Some 40% of consumers will spend more than an extra US$1,000 per year with a trusted brand.

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