Technology Has Changed the Way We Go On Holiday
Recent research has suggested that money really can buy happiness. By seeking out time-saving products and services, consumers can achieve long-term reduced stress and increased happiness.
75.4% of Millennials would rather use an app to access a digital service, however 52.8% of Boomers would rather access the same service via an internet browser. Consumers become decreasingly brand loyal as they age.
For every generation, poor customer service is the number one reason consumers have left brands, although Gen X are the most likely to walk away because of this. Gen Z are much more likely than other ages to pay attention to negative online reviews, while Millennials are more likely than others to be dissuaded by price rises, negative word of mouth and distasteful adverts. In fact, despite being the second most brand loyal generation, Millennials are the easiest consumers to lose, with just 5.8% of this group never leaving a brand for any of the reasons presented.
Given the importance of offering good customer service, we asked respondents which channels they prefer to receive support through. Email is the most popular channel with Gen Z, Gen X and Boomers. Millennials prefer instant feedback, though, with the highest proportion of this age group opting for live chat as their preferred support method.
Phone support is timeless, though, with just 2.2% variance between the generations here. 79.1% of Millennials like personalisation, whereas 44.3% of Boomers find this technology a touch creepy.
25% of 25-34 year olds, and 22% of 18-24 year olds, took five or more breaks during 2018. 30% of 55-64 year olds who took holidays in 2018 did not travel overseas.
Travelling as a family unit is the most common formation among all the age groups, besides the 55-64 year olds. With children who have flown the nest, this demographic tends to travel as a couple (56%). Respondents aged 35-44 were the most likely to opt for campsite accommodation - probably because they are the most likely to have young children in tow and need to keep an eye on the budget. They were also the most likely demographic to choose B&B accommodation (21%).
The power of word-of-mouth is just as strong in the travel sector as it is in any other, with 36% taking inspiration from friends and family. 66.5% like to return to places they are already familiar with.
Every consumer brand in the world survives on more than just a single product. In a world where technology creeps into even the most unlikely corners of consumers’ lives, even traditional brands must develop new products that meet the needs of a market that’s increasingly obsessed with digital-everything.
According to Rom Hendler, founder and managing partner at InnoVel, an Israeli technology consultancy and a supporter of the IHIF Hotel Tech Hub, “The travel industry in general and the hotel industry, in particular, are in a dire need of innovation and new technology solutions to stay current, efficient and attractive. Many of the technology innovations are already in existence in other industries, but fail to transfer to hospitality businesses. One of the main reasons for this is that the decision makers are often leaving critical decisions around technology to their IT leaders and those in many cases are not interested in the “additional work and risks” that come with it.
As explained by Bandeira, the start-up’s founder & CEO, the idea is to focus on the people aspect of the hotel, including both the guests and the staff. According to him, just building “a cool place”, is not enough; it is also important to innovate from an operational point of view. Thus, technology is used to the maximum, so as to free up staff, leaving them more time to take care of customers. Bandeira notes that “We use a lot of technology to replace tasks, but never people”
he properties will be well-connected to public transport and equipped with shared bicycles. Other amenities will include the obligatory Wi-Fi, as well as keyless room entry (via mobile phone), recharging stations for electric vehicles and a bar and play area for children. Furthermore, in tune with the current trend, each property will seek to embed itself into its local community, hosting musicians, concerts and special events.