Travel must go beyond the shiny-shiny and aim for convenience
Most of us in the developed world take convenience for granted.
Long gone is the patient, months-long wait for a new phone line, or even queuing at a supermarket till (unless you choose to).
Whether using automated check-outs or driving cars that tell us where to go, we expect convenience and notice its absence.
However, despite the travel industry’s reputation as high-tech, airport queues, delays and tech ‘fails’ (eg BA 2024) suggest it is beset by inconvenience.
Unfortunate, because – “Today’s travellers expect the same online experience as they get from major retailers like Amazon,” according to an IATA survey which found consumers prized convenience above all.
Beneath the shiny-shiny, many of the industry’s decades-old systems no longer work well, while others like GDS are complex and costly, creating barriers for providers with lower resources.
A possible economic downturn may cause further shifts in traveller behaviours, giving even more power to consumers, says a 2024 Deloitte US travel outlook report.
“…Airlines and hospitality providers know they need to improve the experiences they offer or risk losing travellers’ attention.”
A rapidly evolving industry in which disruptive new entrants are challenging incumbents requires fresh consideration to making travel more convenient.
Wider consumer choice (including Zoom) and shifts in demand patterns, make it vital to consider consumers as individuals rather than approximate products of demographics and history.
Technological advances now make it possible to do so, and tailor experiences to match traveller requirements using more meaningful parameters.
Despite the post-pandemic bounce back, supply has increased due to new entrants and stiffer competition.
Deloitte suggests travel may have tapped all its pent-up, post-pandemic demand. It also suggests on the corporate side “many decision-makers in the coming year will seek a delicate balance between conservative budget-making and pursuing the strategic benefits that travel can support.”
Greater convenience – therefore enjoyment – is one of the best arguments for continued travel whether or not a downturn happens.
Journey Mentor products help make the journey more convenient, from e-commerce portals to systems that enable real-time competitive decision-making and dynamic availability.
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