Digital footprints: Discovering online traveler needs in UK

The travel industry never stands still. As the events of 2019 testify, it can be cut-throat, and those that don’t keep pace with consumer and technological change are left by the wayside. So, it’s important for industry stakeholders to understand what makes today’s travelers tick. What are they searching for when it comes to what, where, when and how they want to interact with travel brands online?

To reserve their space in such a mature and dynamic market, digital travel providers should ask themselves questions such as:

• How can OTAs best engage tech-savvy and demanding consumers with offers and services that will gain their trust and loyalty?
  
• What is the appetite for personalized travel offers and where should an OTA direct its efforts to maximize return on investment?
• Are online travel retailers doing enough to offer customers a travel experience that is inspirational, satisfying and frictionless?

Ultimately, the message is simple: ignoring today’s empowered travelers is bad for business! Taking the time to analyze and understand their needs and adapting the business to deliver in a highly engaged and personalized way is essential. To ensure success, online travel agencies need to visualize themselves as the traveler and follow in their footsteps as they aim to navigate a route through the sometimes bewildering online travel landscape.

Francesca Benati
Senior Vice President,
Online Travel Companies,
Western Europe,
Middle East and Africa