Travel TechnologyTravelport: Trust, personalisation and simplicity are key to a great travel booking experiences

Who are you going to trust when booking a trip?

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Travellers seek a good digital experience when booking a flight.
Travellers seek a good digital experience when booking a flight. Photo Credit: Rawpixel/GettyImages
Travelport’s latest global research shows that technology is key to this – from serving relevant and personalised offers to providing attractive propositions from trusted sources,– Travelport’s chief customer and marketing officer, Fiona Shanley

LANGLEY, UK - A survey of 23,000 regular fliers in 20 countries has found that when shopping online, travellers are having trouble deciding which companies they can trust.  Some 50% of travellers faced this dilemma, up 6% on 2018.

They are also frustrated by not knowing whether online reviews are genuine (50%) and the time required to find the right option (43%).

The survey, carried out for Travelport, found the vast majority of travellers (85%)  favoured value over cost but often struggled to find it. Only one if five travellers booked a trip solely on cost.

Those looking for value like to mix-and-match review sites with almost half scrolling through Trip Advisor, while price comparison site Kayak was also popular (38%).

Good news for travel consultants, almost one third of those contacted said they still spoke to consultants before booking a trip.

Nearly three quarters (71%) of travellers consider it important whether an airline offers a good digital experience when booking a flight, up +3% on 2018. Over half (58%) also consider this when choosing accommodation, up +7% on 2018.

Technology, however, is not always the answer. Two fifths (42%) of travellers, for example, find not being able to speak to a human frustrating, up from 38% in 2018. This view was shared consistently across all age groups, though highest among Baby Boomers.

Travelport’s chief customer and marketing officer, Fiona Shanley, said travellers were consumers too “and they want an experience from travel providers and travel agents that is as simple and engaging as the best retailers”.

“Travelport’s latest global research shows that technology is key to this – from serving relevant and personalised offers to providing attractive propositions from trusted sources,” Ms Shanley added.


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