The Top 5 Trends to Understand the Traveler of the Future
As the world changes, so too does the way we travel. While technology penetrates deeper into our lives, climate issues come under ever more scrutiny, and the cost-of-living surges, travelers are adapting, navigating the turbulence with a renewed passion for unique experiences.
Amid the current uncertainty, one might look to the future and wonder how it will be different. Our recent report, Traveler Tribes, aimed to explore the preferences and behaviors of the future traveler. The report groups its findings into four ‘Traveler Tribes’, groups that are defined not by traditional segmentation, but by what excites, concerns, and motivates their members.
The biggest takeaway from the report, however, is not the make-up of the Traveler Tribes themselves, but rather the insights into what excites people about future travel and what the industry can do to meet their demands.
(Quicker than a) ray of light
43% of travelers are excited that traveling to a destination will be quicker
By 2033, hyperloops and supersonic flights could be back on the agenda. Hotels are not a direct beneficiary of engineering innovations, but they can think about “speeding things up” on property.
This could be quicker check-ins using mobile technology or biometrics, including facial recognition. Check-outs could also be quicker if all on-property purchases are paid for in advance using RFID technology. Service is quicker when hotels employ tools to optimize housekeeping and maintenance.
Don’t look back in anger
36% of travelers are excited about remembering trips in more vivid ways
Most of us like to take a quiet moment scrolling through the pictures and videos on our smartphones and reminiscing. Over the next decade, image technology will advance even further and many hotels are testing out today’s VR and AR software.
Hoteliers could start by trying to make the trip more memorable in the first place. Attribute-based selling, supported by rich content (maybe with a VR tour downloadable from the hotel dotcom) will make sure that the hotel is right for the guest even before they book. Personalizing the on-property experience can help, while post-stay communications could be designed to serve as an aide memoire (maybe even with a VR-compatible highlights reel).
Green day
35% of travelers are excited about the chance to travel in more environmentally friendly ways
Airlines today bear the brunt of the wider world’s concerns about travel’s carbon footprint. Hotels are not immune to criticism, but most are starting to change their operations accordingly. By 2033, every hotel should highlight their environmental credentials, not only because travelers will want to know but also because it’s the right thing to do.
Hotels should be taking existing sustainability initiatives forward. If there are EV charging points on site, can guests book in advance? Hotels will need renewable power agreements in place, while water and food waste management should be prioritized as much for the environmental impact as the cost considerations. Hotels claiming to be eco need to be able to prove their supply chain and partners are too.
OK computer
34% of travelers are excited about technology reducing problems during the trip
By 2033, travelers will be even more digitally literate than they are today and will expect technology to have a key role in identifying and resolving issues.
Predictive maintenance technology is under development which will alert property managers in advance of potential issues with air conditioning, elevators, or kitchen equipment.
Hotels whose PMS and CRS systems and functions are aligned can also pre-empt any issues related to planned maintenance – if the spa or gym or rooftop jacuzzi is closed for improvements, the booking engine should know this and let the guest know beforehand.
Money, money, money
34% of travelers are excited about different ways to pay making the trip more affordable
Affordability and value-for-money will still be part of the decision-making process in 2033, as will the way in which travelers pay for the trip and any on-property spend.
“Buy now pay later” options and installments at the hotel website can increase average spend. All hotels should by 2033 accept any mainstream credit card provider but should also be ready for cryptocurrencies and any alternative payment mechanism which emerge from the fin-tech revolution. Hotels should help loyalty scheme members to acquire points from third-party providers and make it easier to redeem them.
While 2033 is a long way off, taking a future gazing approach helps travel providers understand what changes need to take place today in order to meet the needs of the travelers of the future. Understanding travelers’ needs and desires is imperative for businesses in the competitive and constantly evolving travel sector. By tapping into new developments and predicting the trajectory of the industry, companies will be well positioned to establish customer loyalty, drive repeat business, and ultimately remain relevant over the coming years.
About Amadeus
Amadeus powers more personalized and authentic travel experiences. Our solutions are designed to enrich every stage of the traveller journey and help hospitality providers acquire, service, and retain guests by profitably driving demand and converting them into loyal fans.
Backed by over 30 years of experience, we design open, cutting-edge software to provide the most efficient, trusted, and reliable systems for our customers. With experts in 175+ countries, we have a deep understanding of the hospitality industry and a desire to enable our hotel partners to create memorable guest experiences.
To find out more about Amadeus, visit www.amadeus-hospitality.com.
