travel tech insights

Some travel trends are difficult to discern; millennial behavior, for example. What is that generation really thinking? We know what they reveal in surveys, but the information can be contradictory or speculative and getting hard data on behaviors can be challenging.

It’s tempting to look back on 2015 for clues of what lies ahead for the travel industry in 2016, and there is some value in that approach.  Certainly technology will continue to impact how people purchase and experience travel; distribution channels will continue to evolve and the industry as a whole will continue to grow. But there’s a limit to what clues from the prior year can tell us and also a point at which trying to read tea leaves  from the past amounts to a distraction more than anything else.

Online product and services reviews have shifted transaction influence from the provider to the consumer, rewarding companies who deliver excellent customer service and experience, and making life difficult for those who don’t. Within the travel industry, TripAdvisor delivers millions of customer judgements across travel providers, all of whom recognize the value in keeping in the customer’s good graces.

However, not all travel websites apply the lessons and value of customer reviews to themselves, certainly providing consumers with travel provider reviews but not necessarily reviews for their own role in the customer’s travel experience process.

The beginning of the New Year is the perfect time to take a serious look at your travel technology; the holiday travel rush is over, the staff is back from holiday, a preliminary view of 2015 results is coming into focus and planning for 2016 is being finalized.

This look must be a serious one because: technology plays an increasingly important role in differentiating products and services within the travel marketplace; implementing new technology can be disruptive; and correctly evaluating an existing travel system along with other choices requires time and a sound process.

To the public eye travel is a straightforward concept focused on destinations, activities, tickets and itineraries. For those who work in the travel industry it’s always been a complicated set of interrelationships between retailers, wholesalers and service providers – made, if anything, even more challenging by the global reach of the Internet. Two of the more visible ways the Internet has changed the travel are: 1) raised customer expectations for a unique and amazing travel experience; 2) price transparency – customers can book much of their travel directly online, or have travel plans in mind and quotes in hand before the first conversation with atravel agent.