Amadeus has explored what travelers are looking for from a trip and how technology can make those ambitions come true in a new report.
The work – Travel Dreams – draws on input from 6,000 travelers from US, China, India, UK, France and Germany to understand how they choose where to visit, how they want to book and what factors most impact a trip once they are on the road.
The study finds that two-thirds of hotel guests (63 per cent) are willing to pay extra for features such as a specific view or floor, to have an Xbox in their room or to have local attractions added to their package.
The research shows these features could add around 12 per cent to the average daily rate (ADR) charged by the hotel, which could increase revenues by over $5,300 per room, per year, for an average mid-range hotel chain looking to sell these extra features.
The channels now driving travel are changing too.
Social media ads and travel influencers have risen the most in influence in the last five years, while newspapers, in-person travel agents and TV ads are all seeing fluctuations in importance as a source of inspiration for a travelers’ next destination.
Leisure travelers crave the personal touch from hotels, with half of travelers saying that receiving a personalized service and welcome would be top of the list in achieving their ideal hotel experience.
Business travelers are looking for more technology in their pursuit of efficiency, with 71 per cent of business travelers interested in a form of online or self-service check-in.
Nearly a quarter (22 per cent) of business travelers want the option of paying with crypto currency or a digital wallet in the future – suggesting the payments landscape may also be shifting.
“From the moment travelers begin thinking about their trip to the time they return home, our mission is to empower the industry to be able to provide exceptional experiences at every step of the journey.
“Projects of this kind show how diverse people’s needs are, depending on key factors such as the purpose of their trip, their age or where they are from.
“By combining this knowledge with innovative new technology, hoteliers, destinations, mobility and travel protection providers have real opportunities to drive profitable demand, create personalized trips for guests and connect the dots across the end to end experience for people.
“Working in lock step with our customers, together we are transforming travel,” said Francisco Pérez-Lozao Rüter, president, Hospitality, Amadeus.
