No such thing as a tech-free trip
Holidaymakers want technology to help them save time and money and make their trip more personalised, according to research commissioned by digital firm The BIO Agency
The independent survey of 2,000 people who took a holiday in the past year identified the three most popular ways people want to help provide a seamless experience during their trip:
To save them money (47%)
To reduce queuing and waiting times (29%)
To provide a more personalised travel experience (27%)
The survey suggests that although a third of respondents said they wanted a ‘tech-free’ trip at all costs, 69% still wanted free wi-fi at hotels and resorts.
They also want technology that can track the location of their luggage at the airport (60%), the ability to check-in online or via an app (56%) and translation apps (38%), said the report.
There is also a growing interest in virtual reality and other gadgets with 37% saying they wanted virtual reality resort tours and 38% wanted to use facial recognition or retina scanning to open hotel rooms and pay for goods.
However, travel brands are lagging behind and failing to meet expectations, said The Bio Agency, pointing out that only 7% of consumers use their mobile devices to book holidays.
"With so many other industries already harnessing the power of mobile, there is a clear gap in the market that the most innovative travel brands should be looking to plug," said its report.
Part of the problem is consumers’ desire to protect their privacy, with just 3% saying they would like to share personal information with brands in exchange for a more personalised trip.
"Personal data is a valuable currency in the digital world, and travel companies must offer additional value in order for customers to agree to such a trade-off," said the report. It said this was particularly the case when dealing with the over 60s, who are the most wary of sharing their data.
A fifth of this older age group continues to use physical shops and travel agents to book holidays, and would appreciate more ‘human’ technology that recognises them as they enter the store and brings up their purchase history.
In comparison, just 7% of 18-30 year olds still use travel agents – instead preferring to consult the internet (74%) and online reviews (12%).
CEO of The BIO Agency Peter Veash said: "People expect much more from travel companies than they’re getting, so there’s a huge opportunity for forward-thinking brands to bridge this gap by using digital technologies to create a fully connected customer experience – right from the first tentative thoughts about planning a holiday to the moment they touch back down on home soil.
"People want to switch off from the outside world and put their feet up while they’re on holiday, but that doesn’t mean they won’t Skype family to brag about the weather or post a few pictures on Instagram. Travel companies need to understand when it’s right to introduce technology during the trip, without detracting from the seamless experience their customers expect."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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