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White paper

Destination X and the post-booking ancillary game

‘Tick tock. Your trip has already begun. Perhaps you are still wondering how the rest of your travel details are going to come together. Or more importantly, you are still struggling to know what else you could experience to make your time in a new or slightly familiar place all-the-more richer.’

According to Phocuswright, the worldwide travel activities market is projected to grow to $183 Billion by 2020. The interest in traveling and exploring our world has never been greater. Yet, travelers say they lack enough time to sort through the myriad of local experience opportunities available. Worse, road warriors and leisure goers say they face highly fragmented access to ancillary destination services that allows them to easily discover and book across app, chat, messaging, web and voice.

Now, more than ever, it is essential to understand the largely untapped and dynamic destination services marketplace – which we refer to as Destination X. Today’s challenge for travel sellers is to translate the travelers’ frustrations into ancillary revenue gold.

Amadeus commissioned a study that examines today’s traveler’s needs in Destination X based on a global survey and industry expert interviews. The study identifies eight key trends to help travel sellers, suppliers and other travel players grow their ancillary destination revenues.