According to Maslow’s Hierarchy of Needs, a 5 tier pyramid of what motivates our human needs, our most basic requirement is for physical survival, with a need to reach self-fulfilment and personal growth at the top of the pyramid. Fast forward 6 decades and according to Christian Busch of the London School of Economics, for Generation Z, born after 1995, there are two fundamental needs beyond air and water; a decent WiFi connection and a phone with a battery charge!
Generation Z has a 6 second attention span. That’s down from the 12 seconds that Gen Y had so every second counts when selling to those under 21. And that’s if your brand is able to reach them in the 3.5 hours a day they typically spend in online chat.
This was just one of the thought-provoking topics of Online Connect, an Amadeus event dedicated to future trends in online travel. It took place in Berlin and brought together some of the major online travel players from around the world to network and debate on what the future has in store. The insight-packed agenda also included Jerry Hu, Vice President of China’s Ali Baba Group who enable hundreds of millions of commercial and social interactions between consumers, merchants and businesses every single day.
The theme of the event was Show me the Value! Merchandise, Accelerate, Monetise. In a highly competitive industry where the initial price point is key, we looked at ways to stand out, increase profitability and speed up those oh-so important response times. Consumer expectations in terms of experience are increasing each year. For 2015, the response time sweet spot was an eye-blinkingly fast 2 seconds. Is your business keeping pace?
Sébastien Gibergues, Head of the Leisure & Online Travel at Amadeus, introduced Amadeus’ new research paper entitled ‘Online Travel 2020: Expand, Evolve or Expire’ that outlines four scenarios of what the future of online travel could look like. Download it here if you’ve not seen it yet. One thing is certain, the future will belong to those who prepare today.
If you weren’t able to join us in Berlin, worry not. Keep an eye out in your inbox for a new programme especially for online travel retailers in the UK that aims to get the most out of your search activity. In an age where literally every second counts, it will include tips and tricks to optimise your site performance, a sneak-peak at our future product developments plus local networking events and workshops tailored just for you.
Speak to us today to find out more about our latest products, like Amadeus Instant Search, that will knock literally seconds off your response times.