Consumers have myriad choices for their travel plans, inspiring travel brands to innovate with their products and services to help them stand out from the crowd. 2024 is set to be a record year in the travel business, but historically high consumer demand has also come with seemingly contradictory concerns about costs.

In the digital age, the human touch has never been a more powerful point of differentiation. Travellers appreciate that technology can power unique personalised offers and automated, self-service tools. At the same time, they’ve made it clear they’re willing to pay more for better access to personal, human interactions. Travel insurance can help bridge the gap for many customers who prefer self-service for most aspects of their experience but also want the assurance that a human being will be available at a moment’s notice if they need a helping hand during their journey.

This report takes a data-driven approach to explore why travel executives may benefit by reexamining what customers really value, recalibrating their customer service strategies, and seeking opportunities that will not only increase revenues but also turn momentary interactions into longer-lasting customer relationships.

In this report:

• Data from a new survey of more than 1,500 U.S. travellers and 350 U.S. travel executives: Compare traveler preferences and executive assumptions for booking preferences, customer service, and technology.
• 43% of U.S. leisure travellers said they prioritise “affordability” when they book: Find out why travellers are rethinking value in today’s high-priced travel market.
• 77% of travellers said a wider variety of purchase options could influence their choice of travel provider: See what they’re looking for - and what they’re not.
• Over 60% of travellers said they would pay a premium for 24/7 customer service: Learn how companies are using technology as the foundation, but not the face, of personalised customer service.
• 86% of travellers were satisfied with their travel insurance purchases: Understand why consumers and companies see travel insurance as a unique solution.

• Executive Summary
• Methodology
• Introduction
• Rewriting the Personalisation Playbook
• Customers Have Elevated Expectations for Care — and Are Willing to Pay for It
• Travel Insurance: Protection, Peace of Mind, and Personalized Service
• Conclusion