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**Let’s think differently. A new mindset is needed to address friction. **
Removing frustration from the traveler experience requires a shift in industry mindset. Currently, much of the sector remains siloed, since travel companies often focus only on their particular niches. But travelers are often frustrated with more systemic issues, such as the domino effect of flight delays, or being asked to provide paper identification across multiple touchpoints on a single journey. But today new tools, such as instant travel alerts and automated ticket reallocation or compensation, as well as end-to-end recovery solutions with near instant re-accommodation, mean we can do more to overcome friction than ever before. However, cross-industry collaboration is needed to bring these new technologies to life.
Don’t be complacent. More frustrations result in reduced travel volumes.
** **As frustrations are often commonplace it can be easy to think it’s something travelers can live with. But this can change! Addressing traveler frustrations isn’t just a “nice to have,” it can be the difference between securing that booking or not. While extreme weather events are beyond the control of the industry, how to deal with them isn’t. To support growth, the industry needs to deal with traveler frustration too.
**Friction is personal. There is no one-size-fits-all solution. **
Each individual experiences their own travel frustrations. But context matters. For example, traveling for leisure or business brings different frustrations. And studies show younger travelers find sourcing the right routes and accommodation significantly more frustrating than those over 65. Knowing the traveler and addressing their individual needs matters.
Money matters. Less affluent travelers can be hit hardest.
While each traveler is impacted differently by the challenges of travel, the burden can often fall on those with lower household incomes. A lack of flexibility, high costs, time constraints, limited access to information or a host of other factors often present insurmountable obstacles to less affluent travelers; often resulting in a decision against taking a trip. This is something which must be addressed to build better journeys for all.
Business travel and stress go hand-in-hand.
Business travelers generally experience more friction than leisure travelers, citing comparing prices across sites, understanding fees and taxes, and finding suitable accommodation options as particular frustrations. The increased frequency of travel may explain this difference. As a key driver of industry revenues, understanding the needs of this segment is key to mutual success.
Technology can make a difference. But it’s not the only thing.
The use of apps, biometrics, digital bag tracking, digital ID, and virtual assistants are all considered ways to address travel frustration. Self-service solutions in use at airports and with airlines are reducing wait times, and improving the punctuality of checked bag delivery, while auto bag drops and biometric smart biopods can also further reduce delays. Technology that empowers customers is a common theme of innovation. However, technology is only part of the solution. And as technology plays an everincreasing role in the traveler journey, the “human touch” remains vital. Travelers crave personal connection, empathy, personalized service and emotional reassurance that technology alone cannot provide.
**Let’s think differently. A new mindset is needed to address friction. **
Removing frustration from the traveler experience requires a shift in industry mindset. Currently, much of the sector remains siloed, since travel companies often focus only on their particular niches. But travelers are often frustrated with more systemic issues, such as the domino effect of flight delays, or being asked to provide paper identification across multiple touchpoints on a single journey. But today new tools, such as instant travel alerts and automated ticket reallocation or compensation, as well as end-to-end recovery solutions with near instant re-accommodation, mean we can do more to overcome friction than ever before. However, cross-industry collaboration is needed to bring these new technologies to life.
Don’t be complacent. More frustrations result in reduced travel volumes.
** **As frustrations are often commonplace it can be easy to think it’s something travelers can live with. But this can change! Addressing traveler frustrations isn’t just a “nice to have,” it can be the difference between securing that booking or not. While extreme weather events are beyond the control of the industry, how to deal with them isn’t. To support growth, the industry needs to deal with traveler frustration too.
**Friction is personal. There is no one-size-fits-all solution. **
Each individual experiences their own travel frustrations. But context matters. For example, traveling for leisure or business brings different frustrations. And studies show younger travelers find sourcing the right routes and accommodation significantly more frustrating than those over 65. Knowing the traveler and addressing their individual needs matters.
Money matters. Less affluent travelers can be hit hardest.
While each traveler is impacted differently by the challenges of travel, the burden can often fall on those with lower household incomes. A lack of flexibility, high costs, time constraints, limited access to information or a host of other factors often present insurmountable obstacles to less affluent travelers; often resulting in a decision against taking a trip. This is something which must be addressed to build better journeys for all.
Business travel and stress go hand-in-hand.
Business travelers generally experience more friction than leisure travelers, citing comparing prices across sites, understanding fees and taxes, and finding suitable accommodation options as particular frustrations. The increased frequency of travel may explain this difference. As a key driver of industry revenues, understanding the needs of this segment is key to mutual success.
Technology can make a difference. But it’s not the only thing.
The use of apps, biometrics, digital bag tracking, digital ID, and virtual assistants are all considered ways to address travel frustration. Self-service solutions in use at airports and with airlines are reducing wait times, and improving the punctuality of checked bag delivery, while auto bag drops and biometric smart biopods can also further reduce delays. Technology that empowers customers is a common theme of innovation. However, technology is only part of the solution. And as technology plays an everincreasing role in the traveler journey, the “human touch” remains vital. Travelers crave personal connection, empathy, personalized service and emotional reassurance that technology alone cannot provide.
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