Key Trends Unveiled from Travelport’s Global Digital Traveler Research 2019

It’s no secret that technology is transforming our daily lives and according to “Travelport’s Global Digital Traveler Research 2019” survey, travel is no exception. Based on the responses from 23,000 travelers in 20 countries, the research highlights key trends that are shaping the travel industry from finding the best value flights to personalized itineraries to managing a trip on the go.

1. Looking: tech is simplifying the search for value, but trust is an issue. According to the survey, 86% of travelers cited value as their top priority with only 18% booking solely on cost. Finding value came from price comparison sites, recommendation sites and conversations with travel consultations all equally. For travelers looking online, trust was an issue with 50% of users reported that they are frustrated not knowing which companies and reviews to trust online.   
2. Booking: travelers want more control and transparency when it comes to personalization. 42% of travelers across the age groups stated that they want to personalize their booking, however, nearly a quarter of people prefer bundled offers to make the process of adding extras easier. What’s more, 52% of respondents said they felt frustrated that they couldn’t easily understand what was included as a standard, and travelers are getting increasingly annoyed with companies not remembering their preferences for future trips (up 4%).
3. Traveling: demand is continuing to rise for tech that makes travel easier to manage on the go. Travelers want more control of the travel experience from start to finish with 45% of respondents reporting being frustrated when they can’t access their booking information 24/7 on their mobile device. At the same time 42% of travelers said they find it frustrating not being able to talk to a human when they have a question or issue.

While this survey was mainly focused on booking flights, the themes can also be applied to booking with hotels. Technology needs to be simplified to create a smoother process, and there is still a trust factor when looking to comparison and recommendation sites, OTAs, etc. More transparency is also a reoccurring theme when it comes to personalization and demand for mobility is at an all-time high for digitally savvy consumers who need information, any time, and at their fingertips. However, it can’t be all technology, all the time – the human touch is still needed to round out the positive consumer experience.