Around 25 percent of travelers book destination services the day before travel, en route, or once they’ve arrived at their destination: Yet another study has been released that tells the tour and travel industry that tours, entertainment and experiences have become an integral part of what many travelers expect when they book their holidays
According to the just released results of a global survey conducted by Amadeus—the report is called “Get Ready for Destination X: Win traveler trust in the post-booking ancillary game”—a third of travelers say that destination services make or break a trip.
With the market for travel activities set to reach $183 billion by next year, the Amadeus survey results take on new meaning. In its list of results, Amadeus also reported the following:
—Around 50 percent of vacationers feel frustrated about traveling to/around their destination of choice.
—Ninety-three percent of travelers now consider ancillary destination services to be an important part of their overall travel experience.
—Two out of five travelers (40 percent) specifically believe ancillary destination services make their trips more productive and enjoyable.
—Forty-five percent of travelers say their mobile browser is the first place they go to discover what’s out there and 41 percent also use it to book their destination service.
—Around 25 percent of respondents book destination services the day before travel, en route, or once they’ve arrived at their destination.
—Twenty-seven percent of respondents identify having to use multiple apps as the number one frustration when searching for ancillary destination services.
—Almost a quarter of travelers lack time to properly evaluate what is available or plan when and how to do things during their trip, with 17 percent being unable to easily access destination services upon arrival.
—10 percent feel that they are not receiving sufficient guidance from their employer, travel agency or air/hotel supplier to keep them fully informed.
—For those typically booking three or more ancillary destination services, 34 percent say they do so primarily for leisure trips, while around 10% book the same amount for a business trip.
—Complementary services are the new name of the ancillary travel game, says the report, indicating that 72 percent of travelers are very receptive to receiving proactive suggestions about related destination services.
—A third say complementary services “truly enhance their trip experience”.
—Over half of travelers want travel brands to tailor destination content and shopping to their preferences and previous behavior.
—During the “discovering” stage of their holiday planning, only 5 percent of travelers want push notifications.
—After booking the trip, the demand for push notifications increases, peaking at 93 percent of survey respondents saying they would welcome receiving information about other complementary services or offers when they book an ancillary destination service.
—More than a quarter of respondents dislike visiting multiple apps and/or websites to access their desired ancillary destination services.
—When asked what single the biggest improvement they would like to see, over a third-ranked “having a single mobile point of access to relevant destination information” as number one.
—Travel has to be accessible to all. Among adults with disabilities who travelled by air, 72 percent have encountered major obstacles with airlines and 65 percent with airports. There are three specific areas travel providers must consider improving for travelers with health conditions or impairments.
—18 percent of travelers desire better-coordinated access to destination services across apps, chat, web and voice.
—Travelers are just beginning to open up to the possibilities of voice search with less than 5 percent saying that they search for destination services using voice recognition technology such as Alexa, Siri or Google.