US-based digital creative agency Blitz recently released a report in conjunction with sister agency AMP that reveals the impact technology has had on consumer travel, the unmet needs of consumers and what travel brands must do to meet these expectations.
The agencies surveyed US travellers aged 15 to 18 that had taken a leisure trip in the past year. The report, entitled Targeting Moments of Need in the New Travel Landscape, sheds light on the changing attitudes of travellers, including what inspires them to travel, how they plan and book trips, their experiences on holiday and their customer service needs.
"Our research shows people are overwhelmed by the trip planning process but by and large they enjoy it," said vice-president of strategy at BLITZ Peter Apple. "They also know they would be happier being a little more spontaneous when away from home. So a booking engine that can behave like a simplifier, or a destination that can prompt spontaneity, will drive better business. To compete in this new travel landscape, brand marketers will need to operate their brands as services."
Key findings to emerge from the report are: the need to leverage social channels differently from other marketing channels; the advantage of simple, conversational interfaces; and the need to balance tech with a human touch.