Factors and trends that impact when planning a trip

A new study from technology innovation company Amadeus analyzes what travelers expect from a trip and how technology can make those ambitions a reality. The report, Travel Dreams, draws on the opinions of 6,000 travelers from the United States, China, India, the United Kingdom, France, and Germany to understand how they choose their destination, how they want to book, and what factors have the most impact on a trip once they are en route.

The study reveals that two-thirds of hotel guests (63%) are willing to pay more for amenities such as a view or a specific floor, an in-room Xbox, or adding local attractions to their package. The research shows that these features could add around 12% to the average daily rate (ADR) charged by the hotel, potentially increasing revenue by more than $5,300 per room* annually for a mid-range hotel chain looking to sell these additional features.

The channels that now drive travel are also changing. Social media ads and travel influencers have gained the most influence over the past five years, while newspapers, in-person travel agencies, and TV ads are experiencing fluctuations in their importance as a source of inspiration for travelers' next destination.

Leisure travelers crave the personal touch of hotels, with 50% of travelers saying personalized service and a welcoming atmosphere would be at the top of their list for their ideal hotel experience.

More than half of guests (52%) said they would be willing to share personal information in exchange for personalized offers (with fewer people, 40%, open to doing so for a reduced price). Nearly half (48%) of all leisure guests shared their preference for a traditional check-in desk, with a person explaining the hotel's amenities.

Business travelers are seeking more technology in their quest for efficiency, with 71% interested in some form of online or self-service check-in. Nearly a quarter (22%) of business travelers want the option to pay with cryptocurrency or a digital wallet in the future, suggesting the payments landscape may also be changing.

Lack of insurance is costing travelers real money. Global travelers surveyed said the average amount they believe they have lost due to not having travel insurance is US$1,210 per person, a considerable sum. For the average Chinese traveler specifically, they estimate this figure at more than US$2,500 per person.

Travelers want to embrace virtual reality and artificial intelligence. 82% of business travelers and 66% of leisure travelers said they would like to explore a destination before arriving with a virtual tour.

Half of travelers said they would now turn to AI to help them find the best places to dine at their destination. Eighteen percent of travelers said they would even ask an AI assistant to write a review on their behalf for a hotel or dinner they had tried on their trip.

Commenting on the results, Francisco Pérez-Lozao Rüter, President of Amadeus Hospitality, said: “From the moment travelers start thinking about their trip to the moment they return home, our mission is to empower the industry to deliver exceptional experiences at every step of the journey.

Projects like this demonstrate how diverse people's needs are, depending on key factors such as their travel purpose, age, and origin. By combining this knowledge with innovative new technologies, hoteliers, destinations, mobility providers, and travel protection providers have real opportunities to drive profitable demand, create personalized journeys for guests, and connect the dots throughout the entire travel experience. Working closely with our clients, together we are transforming travel.

Source: Amadeus.