Posted by Rob Sinclair-Barnes (Marketing Director, Amadeus UK & Ireland)
Amadeus, in partnership with World travel Market, recently commissioned a report to unearth insight that will better connect travel sellers and providers with the changing needs of the 21st century traveller. The report was compiled following a series of in-depth industry expert-led roundtable discussions that took place in London, England, during 2013.
Since the beginning of time, humans have felt the urge to explore. The innate need to discover new vistas, new tastes, experience unfamiliar sounds and make new friends. This is what travel is all about. The desire to travel and the joy that it can bring is recognisable the world over. The motivation to travel has remained constant throughout the ages. But the physical distance we can traverse, the way we think about and plan travel – as well as the diversity of traveller experiences and choices available to fulfil our desires – have changed immensely.
Amadeus believes in a better connected travel industry; a future where industry stakeholders work together in a more collaborative way. To what end? It may seem self-evident, but the goal is to listen better and meet the needs of the 21st century traveller. Our aim is to help the industry better serve the needs of travellers by assisting them in creating the perfect match between travellers’ dreams and the global tapestry of travel experiences.
That understanding is fundamental to our decision to launch The Amadeus and WTM Travel Experience Awards in 2013. It also explains why a leading travel technology company would invest in researching the views of business and leisure travel consumers, as well as seeking the insights of travel industry professionals. In researching the way 21st travellers approach shopping and booking online – conducted independently of the roundtable discussions featured in our new report – we are reminded of the paradox of choice, a concept introduced by American psychologist Barry Schwartz.
This is the counter-intuitive idea that choice, rather than assisting the buying process as expected, can create anxiety and inhibit sales conversion.
Amadeus has been at the forefront of developing advanced technology such as Featured Results that specifically addresses this issue by delivering relevant choice. Travel sellers using such advanced technology online have increased sales conversions by around 25 per cent. The point is that by investing in understanding what travellers really want, the industry has the best foundation for constructing an experience that they seek out and value.
Download your copy of ‘Amadeus Travel Insights; The 21st Century Traveller’.