The Impact of the Always-Connected Travelers

 Because of the (r)evolution of technology, travelers’ behaviors have been modified, especially regarding the use of mobile phone. Mobile technology has evolved in a particularly quick and significant way in the last few years, representing now an alternative to several traditional devices and services such  as PCs, kiosks, boarding passes, etc. The change has reached the category of the travelers, who are now relying on this device during their entire journey and not only for “the pre-trip planning and booking”. Obviously, such a trend has direct repercussions on the travel industry which has to adapt to better answer the needs of its potential customers and to find new ways to attract and satisfy them.

Trying to understand the exact implications for the travel industry and to find how the suppliers and intermediaries intend to take advantage of the trend, Amadeus and Tnooz gathered a panel of experts. Their objective was to explore “the influence of mobile on traveler behaviors from pre-trip research and booking through the life of the journey as well as the business behaviors of the suppliers servicing this always-connected traveler”.

First, relying on a recent study led on the travelers’ attitudes toward airline companies; they proved that travelers are now using their mobile as a support during the whole “travel” process. Indeed, mobile applications are used during pre-trip (information, booking etc.), at the airport (plane delay, boarding gate, boarding pass, lost luggage procedure etc), on-board, in the destination (information, orientation, share experience…) and post trip (feed-back, share of experience again). Thus, the use of mobile technology as a support during the travel has to be taken into account not as being an advantage but as a full-fledged and inseparable element of the travel process. 

Such a trend is predicted to have direct influence over the GDS. Indeed, the more sophisticated and efficient the mobile devices are, the more the “connected travelers” will be in demand for “timely and accurate information”. Thus, to satisfy the high requirements of consumers, it is certain that GDS has to adapt and to provide fully functional travel servicing interface for mobile devices, a broadband available from everywhere and an efficient online booking tool. As we said, changes in travelers’ behaviors already had significant impact on the airline industry but they also concern the hospitality industry.

The “always connected travelers” have new needs that the hotel industry has to understand how to service and to meet.  Some major issues regarding this topic have been outlined by Choice Hotels*:

“      -    Guests want ubiquitous, fast connectivity

 -          Guests want myriad ways to interact with hotels

-          New opportunities from new connectivity with guests

      -          Looking forward in hotel-customer relationship"

Indeed, customers are more willing to bring their personal devices and content to their hotel rooms, and do not use gaming and films provided and charged by the hotels, which make a decrease in their revenues. Guests are more looking for a fast and high quality in room Wi-Fi connection. They also expect the hotels “to have a website, offer organic and not static reservations as well as provide pre- and post-stay communication”.

Even if at first sight it can appear as a challenge for the hoteliers, it might be a real opportunity for them. Indeed, such a close relationship with their customers, not only at check-in but during the whole process, will enable them to obtain more information about the guests and finally attract them with more customized products and deliver them with a better guest experience.

However, this will also influence the way hoteliers will have to handle CRM and force them to consider the new requirements of their guests using mobile services, such as data security, authentication issues, online payment etc.

 * Choice Hotels International is one of the largest and most successful lodging companies in the world, http://www.choicehotels.com/en/about-choice/aboutchoicehotels )

Key words: Travelers' behavior, mobile technology, travel industry, airline companies, hospitality industry, GDS

Source:

IT, A. H. (n.d.). Industry News. Retrieved from Hospitality.net: http://internationalmeetingsreview.com/news/external/73357