New consumer research reveals how technology can boost UK traveller confidence and accelerate demand
Global traveller study commissioned by Amadeus discovers key differences across countries and demographics to help the travel industry and governments address top concerns about traveling in the next 12 months
As 2020 comes to an end, leaders in governments and key industries are working to determine how people can safely return to work, particularly in travel and tourism where jobs in hospitality, airlines, cruises, travel agencies, car rentals, rideshares, events, attractions and so much more, accounted for 1 in 10 jobs in the world pre-COVID. (Source: World Travel & Tourism Council)
To gain more insight into how the travel industry and governments can work to rebuild traveller confidence, Amadeus, a global leader in travel technology, commissioned research to learn more about traveller’s top concerns and what types of technology would help travelers feel safe and comfortable enough to travel and help spur recovery of the travel sector.
Informed by over 6,000 travellers across France, Germany, India, Singapore, UK and US, the study found that technology plays a crucial role in supporting recovery, as over 4 in 5 (84%) travelers said technology would increase their confidence to travel in the next 12 months by addressing concerns around mixing with crowds, social distancing and physical touchpoints.
In the UK, over two thirds (71%) of respondents say that technology could increase confidence to travel in the next 12 months.
When asked about what would make you most likely to travel, respondents in the UK say:
- Availability of information (43%) is the most commonly selected technology that would make them more likely to travel, followed by contactless payment (34%) and contactless technology at hotels (34%).
- Of all the groups investigated, business travellers are the most likely to be reassured by technology – with 92% saying at least one option that would address increase confidence.
- Long-haul travellers are more likely to want technology to reduce dependence on physical documents than those taking short-haul flights (29% vs 25%).
- 43% agree that they would like a standardised global track and trace programme, while only 15% express an interest in seeing more robotics or automation involved in their journeys. Business travellers are an exception here - with an equal number expressing that they’d like to see both (35%).
Notably, the overall survey finds that technology receptiveness and preferences differ by country and demographic, underscoring the importance of personalisation in gaining traveller trust. Insights in-clude:
- Almost half (46%) of Baby Boomers say they would need to be able to socially or physically dis-tance throughout the journey, compared to less than 3 in 10 (29%) of Generation Z in the UK.
- A quarter (25%) of UK travellers and just over a quarter (26%) of US travellers say they’d most like technology to reduce the need for handling physical documents. Additionally, three in 10 German and UK travellers (30%) say they’d most like technology to minimise their physical contact with others.
- For French travellers, automated cleaning processes (36%) and contactless payments (34%) were the most popular of the suggested technology options.
- Over half (52%) of travellers in Singapore select contactless experiences at hotels as a technology that would make them more likely to travel, while almost half of Indian travellers (47%) select mobile applications that inform them of the destination city’s safety measures.
Overall, the three biggest things UK travellers want from technology are for it to:
- Reduce queues and congestion in public spaces (41%)
- Ensure the accuracy and effectiveness of national test, track and trace programmes (31%)
- Minimize face-to-face or physical contact with others (30%)
Ultimately, as stakeholders work to rethink travel, survey results show that the top five ways to build traveller confidence worldwide under current conditions include:
- Providing access to flexible change, cancellations policies and payment terms to avoid losing money (39%)
- Limiting the number of passengers on a plane (38%)
- An ability for travellers to physically distance themselves throughout the journey (36%)
- Having visibility to and assurance of sanitisation, hygiene and safety measures in hotels and accommodations (36%)
- Access to effective test, track and trace programmes (34%)
“Recent research shows there is pent-up demand for travel and this latest study provides further op-timism for the industry as many travellers’ concerns can be addressed by technology available now, at every stage of a traveller’s experience. Whether it is new mobile applications, biometrics or contact-less solutions, we need to come together as an industry and explore with government how best to accelerate adoption if we are to encourage travel which is a major driver of global prosperity,” said Liz Emmott, UK General Manager, Amadeus.
Emmott continues: “This research also shows that certain areas, such as social distancing and hygiene, remain a cause for concern for travelers during the journey itself – and we will continue to work side by side with our customers in order to increase awareness around the safety and sanitization measures that have been introduced. For example, recentresearch from the International Air Transport Association (IATA) has shown the extremely low rates of transmissions onboard aircraft due to cabin air filtering systems and other protection measures in place. By giving travelers easy access to the information they need to be assured of their safety while traveling, and giving them tools that address their individual preferences, we can build traveler confidence and speed up recovery.”
The survey was conducted in late September 2020 by global insight-driven research firmCensuswideto exploretravelersentiment in light of COVID-19, how expectations and demands have changed and what can be put in place to strengthentravelertrust and confidence. The findings were based on 6,074 respondents residing in France, Germany, India, Singapore, UK and US who have traveled abroad in the last 18 months (with a minimum of 1,000 respondents per market). For reference: Generation Z = 16-24 year olds; Millennials = 25-39 year olds; Generation X = 40-54 year olds; Boomers = 55-74 year olds; 75+ Silent Generation
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