The travel industry constantly evolves, driven by changing customer preferences, technological advancements, and searching for personalised experiences. In a recent discussion at the fvw Kongress, industry experts shed light on the current travel landscape and what the future may hold.
The panel brought together three providers that are already empowering travel brands with the tools to build trips with ease, combining multiple components in a matter of minutes.
Nezasa’s CEO, Manuel Hilty, joined the host, Jochen Eversmeier, together with Erwan Corre (Worldia) and Alexandre Sieland (Suntrips, Cockpit Holiday Services).
Read all the highlights around the panel “Individual adventure trip at the push of a button – how travel tech and organisers take the classic trip to a new level”.
The prevailing and most-mentioned trend that emerged from the discussion is the growing desire for individuality in travel experiences. People today seek more than just cookie-cutter vacations. They want tailored experiences that reflect their unique tastes and preferences. Whether it’s a one-of-a-kind destination or an off-the-beaten-path adventure, individuality is the name of the game.
However, this shift in the market is wider than one generation. While it’s especially attractive to younger travellers, the idea of personalised travel experiences finally transcends age barriers. Older individuals, who were once content with package tours, are now exploring individualised trips.
Dynamic content and travel ideas are becoming increasingly important in the travel industry. Customers of all ages are seeking unique destinations. This means that providers are now obliged to offer a broader range of travel ideas and customised options to keep travellers engaged.
The discussion explored the complexity of component-based travel, where travellers can choose and customise various aspects of their trip. While it presents challenges, it also offers immense flexibility and options. Component-based travel can unlock destinations that were previously off the radar and cater to the most niche preferences.
This raised the question: can providers address their customer’s main needs?
Understanding and addressing customer needs remain central to the industry’s evolution. And probably one of the challenges new technology and data can solve with some speed. By offering flexibility and a large variety of options, travel companies can better serve their customers. This includes addressing concerns like flight cancellations and ensuring the highest level of service.
The conversation took a path to the inevitable reflection on the importance of service vs. technology in this evolving landscape. It’s evident that both elements play pivotal roles. While technology facilitates the booking and customisation of travel, service remains a cornerstone of the industry. Travel companies must strike a balance between automation and personalised service to cater to the diverse needs of travellers.
It is true that automation is making waves in the travel industry, allowing for quicker and more efficient bookings. Travellers can now receive comprehensive travel plans in seconds, including pricing and itineraries. This innovation not only benefits travellers but also allows travel professionals to focus on providing valuable services. But there’s a level of personalised service that is expected from consumers, especially when things don’t go according to plan.
Considering all of these factors, Tour Operators can expect an impact in their competitiveness.
Tour operators, who once dominated the travel industry, face new challenges. As individualised travel gains ground, tour operators must adapt or risk losing market share. They must offer a range of options and remain flexible in their offerings to meet the changing demands of travellers.
All panellists agreed it is crucial to provide unique travel experiences at the click of a button. Travellers are seeking unique experiences that reflect their tastes and preferences. This evolution offers opportunities for travel companies to embrace innovation. But it also means that sales and untapped revenue opportunities grow for providers as travellers’ mindset shifts around this new dynamic.
As the industry changes, those who can strike the right balance between automation and personalised service will thrive in this dynamic landscape.
But not only the panellists agreed with this predictable outcome.The panel asked the audience of travel industry experts at the fvw Kongress the question: “Technology makes many things easier – including the automated production of individualised package tours. How big will the market for this become?” And the results are a great demonstration of where the market seems to be heading.
Only 13% of the audience envision this as a niche market, while an impressive 57% anticipate substantial growth, and 30% unequivocally regard it as the future of the industry.
The consensus among panellists and experts surveyed paints a clear picture of technology’s role in shaping the future around personalisation.
Read more about how technology is enhancing the individual trip.
