![]() ![]() Google’s continued penetration into the travel space is threatening even the OTAs that first disrupted the industry. And new entrants keep crowding the market. Price-sensitive consumers scour the internet and buy the least-expensive provider, with little brand loyalty from one trip to the next. The rise of online travel agents (OTAs) and more transparent pricing has turned travel bookings into a commodity. The case for change among travel distributors is clear. We believe success comes down to three critical steps: knowing customers at each stage in their personal travel journey, designing a tailored customer experience, and establishing the supporting data infrastructure and operating model.īy creating a customer experience across both online and offline touch points that is consistent, convenient, and customer- centric, travel distributors can forge greater loyalty and win in the market. ![]() Perhaps most important, distributors should show that they can win back the loyalty of existing customers and acquire new customers through personalization-truly understanding the needs and concerns of customers and tailoring solutions individually for them.Some distributors may opt to waive change fees or include travel insurance coverage at no cost to customers. Cancellation and refund policies will need to be completely transparent and fair, so that customers understand the impact of canceled or delayed travel.Agents and algorithms must be up-to-date with the latest statistics and travel restrictions so that destinations still considered (potentially) “risky” are not proposed to customers.This kind of sensitive communication applies to all channels: digital marketing via the web or app, in-person at physical locations, and call center interactions. Distributors will also need to show sensitivity by not resorting to aggressive sales pitches, but rather supporting customers in ascertaining if they are ready to travel and, if so, then helping find the right travel destination specifically for them.In part, that requires showcasing in-depth knowledge of local, on-the-ground circumstances in target destinations. Distributors need to reassure them that they have done all the worrying and vetting to ensure that their offerings are safe. Travelers are going to be very fearful of traveling again post-pandemic.To that end, travel distributors should keep several aspects of consumer behavior in mind: In fact, today’s decline in travel is a chance to build the groundwork for a more customer-centric approach, so that organizations are ready once travel picks up again. The out-of-pocket investment required for change, therefore, might be smaller than expected. ![]() Personalization and tailored customer insights will be more important than ever.Īlready, we’ve seen that although many travel organizations are cutting costs, they are keeping their high-caliber employees in areas such as data science, software development, and user experience design. Once travel resumes, most organizations-and most travelers-will operate in an environment in which understanding and delighting the customer is key. As a result, some travel distributors and operators may think this isn’t a good time to make investments to improve the customer experience. Even after the crisis ends and travel resumes, consumers’ booking and travel preferences will likely be dramatically different, and many of those changes could be permanent. The coronavirus pandemic has shut down virtually every industry, but its long-term implications may be greatest on the travel and tourism industry.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |