After months of lockdown, you're longing to pay a visit to your parents. You start by surfing on your smartphone to view all travel options – rail, car or air.
After months of lockdown, you're longing to pay a visit to your parents. You start by surfing on your smartphone to view all travel options – rail, car or air. You decide to fly and check the latest airlines schedules and shortlist a couple of options. You want a better read of the sanitation measures and health services of each airline and put in a quick call to your travel agent. They help you get the details fromtravel-19 , a chatbot that has detailed information on the various processes being followed by different airlines. You’re comfortable with the option you’ve chosen and complete the booking over the phone with your agent.
This way of interchanging between devices while scouting for information is the norm. In fact, did you know that more than 60% of consumers start shopping on one device and then switch to the next? And, that the average accommodation purchase journey lasts 36 days and involves as many as 45 touch points across different devices and websites?
This is one of the findings from Amadeus' latest research series ‘Insights of the new world of travel’. We are launching today the second report of the series, ‘Omnichannel, a source of differentiation in the new reality’ , which tackles the topic of omnichannel head on. Research for the report combined a desk research with interviews and focus groups discussions with both travel sellers and travelers, prior to and during the COVID-19 situation.
Key findings from Omnichannel, a source of differentiation in the new reality
Travelers' behaviors and expectations are changing exponentially: According to Statista, there are currently around 6.58 network connected devices per person around the globe. With a total population of over 7.5 billion people, this means nearly 50 billion network connected devices in 2020. There is no doubt that digital is gaining more and more relevance as a method for research, purchase and customer service. In the evolving new world of travel, especially in a COVID-19 world, travelers will be even more demanding than ever before. Safety, health and hygiene issues will be critical at every stage of their journey. Travelers will expect consistent information, in real-time, at their fingertips regardless of the channel they use. An omnichannel strategy that allows travel brands to respond to the ultra-connected landscape and the evolving customer needs is a must.
A true omnichannel strategy is vital to respond to traveler needs but investment in omnichannel seems not to be high enough on travel sellers' agendas: While the travelers surveyed stated that they want human contact, phone and alternative communication channels to similar degrees - with phone just topping the priority list; omnichannel was not quite as high on the agenda for travel sellers as it arguably should be. Only 20% of the travel agencies we surveyed planned to invest in omnichannel over the next five years - in North America it is as low as 14% while Asia and Africa have even lower numbers at 7% and 6%, respectively. Automation, dynamic pricing and mobile strategy were far higher up the list in terms of planned future investments.
Multi-channel communication - more important than travel sellers think: Our research revealed that there is certain disconnect between what travel sellers think travelers want, and what they actually want when it comes to newer communication channels such as WhatsApp and messenger. While only 10% of travel agencies believe these communication channels are a top need, 43% of travelers rate it as very important. It goes without saying that rather than follow their own operational structures, travel sellers increasingly need to understand the range of customer communication needs and the emerging importance of offering multiple communication channels.
Working towards a new vision of omnichannel
At Amadeus, our developments are designed with an omnichannel approach in mind. Over the last few years, we have strived to make all our content options available through all channels, which gives travelers the freedom to shop where, when and how they want. It’s important to remember that the traveler experience in a digital and omnichannel world starts long before they book and continues at the place of destination and beyond. The inspiration stage of the journey and the ability to respond to further needs once the trip has started deserve particular attention, too.
Our distribution platform, theAmadeus Travel Platform , has been built on fully open systems and is able to bring together relevant content (air, hotel, transfer, cruise, rail, destination and more) from many different types of sources.
An omnichannel approach is even more important to help manage travel disruptions more seamlessly. We realize how crucial it is for travel sellers to be able to help travelers manage any disruption where the smallest change in one element of an itinerary can trigger a whole set of changes affecting many different parts of a trip: plane, rail, transfer, car rental, accommodation, etc. And it is necessary that all those changes are reflected in all channels to ensure that both the traveler and travel consultant can take action any time it is needed. For example, we know how changes to flight schedules, hotel accommodation, or changes due to customer circumstances will be more important than ever before, certainly in the near future while we still continue tonavigate COVID-19. Having the ability to advise and service customers efficiency via all communication channels will be a must for travel sellers to support travelers.
Taking the time to understand traveler needs will help restore traveler confidence and renew the industry as we navigate through a shifting travel landscape. Now more than ever, travelers will be looking for frictionless experiences across all stages of travel. Travel sellers that are able to remove some friction from the initial inspiration and booking stage through to the travel experience and back home again, all while delivering a consistent experience across all channels - the new vision of omnichannel - will succeed in capturing the traveler and helping return their confidence to travel again.
To find out more about building an omnichannel experience in a COVID-19 era, download the full report and discover more. Read more of our Insights for the new world of travel series and download the first report called From Human Touch to Human Tech .
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