APADMI-2017年旅游报告：移动科技改造旅游行业（英文）-2018-21页-2mb

Summary of Travel Report 2017: Transforming Travel Through Mobile Technology

Core Content

This report explores the evolving expectations of holidaymakers in the travel and tourism sector, emphasizing the role of mobile technology in enhancing the travel experience. It highlights the shift from traditional travel methods to digital and personalized solutions, and outlines key challenges and opportunities for travel companies to adapt.

Main Findings

• Digital Transformation: The travel sector is moving towards personalized experiences rather than one-size-fits-all packages. Online travel bookings have grown significantly, with 50% of travelers booking via mobile devices in 2016, and 80% of those using smartphones.
• Consumer Preferences:
  • 54% of holidaymakers believe the travel experience can be improved.
  • 41% prefer to search for holidays by browsing individual hotel and resort websites.
  • 39% use travel agent websites to narrow down their choices.
• Frustrations with Booking:
  • 56% of holidaymakers find it frustrating to compare prices and not know what is included.
  • 29% find it hard to find out how far attractions are from their accommodation.
  • 27% think there is too much choice to make a decision.
• Interactive Technology Demand:
  • 48% of travelers want to see more use of interactive technology like AR and VR.
  • 21% would like to use AI and digital assistants for personalization.
• Paper-Based Challenges:
  • 37% find managing paper-based travel documents frustrating.
  • 36% prefer speaking to a real person rather than using technology for bookings.
• Data Security Concerns:
  • 55% of consumers are concerned about data security breaches on emerging travel technology.
  • 20% don’t like the idea of travel companies gaining information about them.
• Future of Travel:
  • Consumers are looking for more immersive and personalized experiences.
  • Technology can help address these needs through virtual reality, augmented reality, and AI.
  • Mobile solutions can enable seamless interactions, such as digital documents, mobile payments, and real-time translations.

Key Information

Part 1: How Consumers Plan Their Holiday

• Shift from High Street Travel Agents:
  • Only 9% of travelers visit high street agents for face-to-face discussions.
  • Younger travelers (18-24) prefer travel agent websites, while older travelers (65+) tend to research individual hotels.
• Need for Personalization:
  • Travelers want more tailored experiences, especially those over 55.
  • Technology is essential for providing detailed and accurate information about hotels and destinations.
• Challenges for Businesses:
  • Efficient data collection and management for properties.
  • Integration of data into back-office systems for personalization and filtering.

Part 2: Travelling to Your Destination

• Biggest Frustrations:
  • Waiting in queues (57%).
  • Managing paper-based travel documents (37%).
  • Limited transport delay information (34%).
  • Difficulty finding accommodation from the airport (31%).
• Demand for Existing Technology:
  • 53% want to use phones to research activities.
  • 50% want more online check-ins.
  • 38% want mobile payments.
  • 36% want translations.
  • 25% want safe storage for travel documents.
• Opportunities for Innovation:
  • Interactive maps and digital assistants can enhance the travel experience.
  • Wireless connectivity and digital document storage can reduce stress and improve convenience.

Part 3: Earning the Customer's Trust

• Building Loyalty:
  • 50% of travelers want a quick and easy booking process.
  • 48% want improved loyalty schemes and discounts.
  • 39% want better customer service post-booking.
  • 38% want promotions on trips they are interested in.
• Importance of Trust:
  • Consumers are concerned about data security and privacy.
  • They still value human interaction and prefer speaking to a real person.
  • Technology can help by providing accurate information and streamlining the booking process.
• Personalization as a Key Driver:
  • Tailoring the experience based on past behavior and preferences is crucial.
  • Companies must use technology to enhance personalization and reduce the risk of losing customers.

Conclusion

• The travel sector is undergoing a significant transformation due to the rise of mobile technology and changing consumer expectations.
• Personalization, immersive technology, and seamless digital experiences are becoming central to the industry's growth and competitiveness.
• While technology offers numerous benefits, it must be implemented in a way that addresses security concerns and maintains a balance between automation and human interaction.
• The future of travel will be shaped by companies that can adapt to these changes and provide a more tailored, efficient, and secure experience for their customers.