Google’s Latest Insights on Travellers’ Behaviours

Now that we are living in such a digitalised world, with our phones or other connected devices there to answer all our questions, customers worldwide want everything, immediately, and in a personalised way. 

In their recent study, carried out in partnership with Phocuswright, Google let us in the head of travellers to know what they really want when planning a trip or even when experiencing the vacation itself.

In this study, more than half of the interviewees point out the multitude of sources they have to check to make sure they make the right decision for their holidays. Having one website that compares every option for them is substantial for travellers and would comfort them, and what best tool is there to search and book easily than their mobile phone? However, it appears that the travel industry is way behind on that matter: 1 in 3 traveller claims to not be comfortable with booking or even searching for their trip. This might be explained by the fact that mobile versions of websites are not always optimised and do not allow for a fluid browsing.

Even “loyal customers” might not be so loyal when it comes to getting the best deal. The study shows that a significant share of travellers involved in loyalty programmes with specific hotels or airlines still keep an eye on the competition in case they can find a better price with another company. This doesn’t mean that hotels and airlines should drop their loyalty programmes, but it should encourage them to reshape their customer relation management strategies to provide their customers with the high level of assistance they require and entice them to stay loyal customers. Travellers also appreciate when a company can significantly tailor their offer relying on their customers’ preferences or previous experience, and this could even be an attention they would be ready to pay more money for.

Another observation brought up by the study is that digitalisation led travellers to be more and more spontaneous, booking last minute short trips rather than planning for long stays.

Despite the climate of suspicion when it comes to sharing data online, travellers are more and more demanding when it comes to taking a vacation that fits their needs and their needs only. Travel companies have to be reactive and proactive to offer travellers what they want before they even think about it. To overcome the suspicion accompanied by sharing data online, companies should think of a way to be transparent and explain how their customers data is going to be used to fit their needs to reassure and encourage their customers to share them to optimise their online experience.

Written by: Marie Cyrot & Rodolphe Hermann

Sources: 

https://www.thinkwithgoogle.com/consumer-insights/age-of-assistance-travel-marketing/?utm_medium=social&utm_campaign=thinkwithgoogle&utm_source=email&utm_content=age-of-assistance-travel-marketing

Google/Phocuswright Travel Study 2017, Base: Leisure Travelers: US: n=857.

Google/Phocuswright Travel Study 2017, Base: Leisure Travelers who participate in a hotel loyalty program: U.S. n=528.

Google/Phocuswright Travel Study 2017, Base: Leisure Travelers who participate in an airline frequent flier program: U.S.: n=571.

https://skift.com/2017/06/21/mobile-travel-bookings-to-reach-40-percent-of-online-sales-in-2017/ 

New Technologies: Revolution is in the Air

For April’s post, we have chosen to talk about the use of new technologies to enhance guests experience when taking a flight. To do so, we will talk about Ryan Ghee’s article titled “15 solutions that can improve today’s airport experience” from futuretravelexperience.com. These solutions have been retrieved by the author after his visit at the Passenger Terminal Expo in Cologne happening last month.

In this post, we have selected 6 of these solutions and we will explain concisely how they work. Then we will discuss about how they could be used for events and exhibitions.

source: freedigitalphotos.net

The baggage revolution

Most of the novelties showcased at the exhibition aim at improving and speeding up bag drop. Technologies that enable automated and self-service processes lead to gain in time for airport guests.

1.  Materna Cabin Luggage Check

This solution allows passengers to weigh and measure their hand luggage at the very beginning of their arrival at the airport. The aim is to know way before reaching the gate if the bag satisfies airlines’ carry-on specifications.

2. Biometric bag drop

Before starting, here is a short definition of biometrics: “measurement and statistical analysis of people's physical and behavioral characteristics.” 

This solution enables to “complete the check-in and bag drop process without the need for a manual passport check by a human agent.

3. My Check self-bag drop

This solution works with CCM (computer controlled motion). It is a fully automated self-service baggage drop. The difference with other solution of the same type is that it is more “stylish”, the check-in design, capacity and capability remain the same than with traditional baggage drop.

4. RIMOWA Electronic Tag

It is an electronic tag that replaces the usual paper label you put on your luggage. It is integrated to your RIMOWA luggage and displays digital data module with the same format than paper labels.

5. Contactless bag drop

It is a two steps process that does not require any assistance. The first step is to tag your bag at a kiosk. The second step is to deposit the bag. The advantage is that you do not need to scan documents or press buttons as 4 sensors automatically detect the tag, measure and weigh your bag.

6. Offsite tagging

This solution enables passengers to edit their tag before going to the airport; at their hotel or the train station for example. Thanks to your pre-tagged bag, you avoid queue and gain time.

Applicability for events & exhibitions

What we can capture from these 6 solutions is that self-service and automated processes are becoming the norm. This can fasten attendees’ registration as it is already done through online registration. As well as with beacons thanks to which you can enter an exhibition without having to show your ticket.

One idea of application would be for wardrobe. We have experienced during ITB the “wardrobe process”. If you arrive at a time where it is very crowded you may be discouraged to leave your coat or your bag. A solution to this could be a self-bag and coat drop. It will be faster and let you know in advance if there is no more space available. 

Also, during the ITB at some point of time there was no more room for luggage. There could be a device outside or inside the venue from which you can measure and weight your luggage. By doing so, it gets easier to manage the number of luggage for the wardrobe. If there is no more room, the attendee will know it in advance and will not have to queue.

Lise Cimbolini 

& Truc Duc Nguyen

Fluo: Highlight your insurance!

It is admitted from now on that every consumer owns at least one credit card. To make them attractive, banking institutions often associate with insurance offers. Unfortunately, customers struggle to know which guarantees are included into them. According to an OpinionWay survey launched in April, 2014 by Fluo.com, 56% of the French people who are less than 50 years old declare that they know rather badly or very badly the risks covered by the insurances included in their bank cards.

In the travel business, customers are constantly requested to sign insurance products: when booking a flight ticket, renting a car or purchasing a ski pass for example. As a result, many sign a new contract without knowing if they are already covered via their own banking card insurance. And even more concerning, some don’t subscribe thinking that they are already covered when they are not.

This is the reason why Jehan de Castet, founder of the insurance comparator LesFurets.com (French favorite comparator), imagined Fluo.com. The goal of this website is for consumers to avoid situation of insurances accumulation with those included in their credit cards. With only a few clicks, Fluo reveals the insurances of your credit card and shows how you are covered by highlighting the key points of your contract.

Available as an app on IOS and Android, Fluo is also reachable at any time through a call center.

Fluo can be defined in 4 words: Free – Practical – Independent – Personalized. Indeed, insurances are generally complicated subjects to tackle and to understand. And even more in the case of an accident when eventually emotions get involved. This application aims to facilitate these moments by helping customers understanding their purchases, car rentals and travels. Fluo’s app is very simple, free and visual. It gives a summary of what is covered and what is not. The main advantages are the comparator function with other insurance companies and the tricks to be sure that the insurance of the banking card will work.

While integrated insurance with banking cards should be a selling point for financial institutions, they are ultimately little highlighted. So, not surprisingly, a startup came once again to take this opportunity, intelligently flipping the model to its advantage. In 2015, Fluo innovated and added a new service: custom travel insurance that complements the insurance of banking cards. It now gives the customers the opportunity to complete their insurances, without the risk of duplication, by offering 3 different formulas based on the level of the credit card: Classic +, Premium + and Elite +.

Meanwhile, Fluo fills a certain vacuum since, according to a survey that the company itself commissioned, 88% of consumers would be interested in its services. For now, Fluo is only providing this service for users of banking insurance but the company plans to expand its offer by providing the details of home insurance policies.

Sources:

http://www.tourhebdo.com/actualites/detail/88272/startup-contest-fluo-remporte-le-prix-du-deuxieme-jour.html

https://www.fluo.com/

http://www.cbanque.com/actu/53728/fintech-fluo-repere-les-assurances-presentes-sur-les-cartes-bancaires

https://www.fluo.com/wp-content/uploads/2015/10/DirectMatin-20151015-page022-encart-fluo

http://cestpasmonidee.blogspot.fr/2014/06/fluo-eclaire-les-assurances-de-cartes.html

WeMap, Where life happens!

 

A long time has gone since we used real map to find our way. It is so easy today with the technology that we have to find the best road in few minutes. Google Map or even Apple Map offer us updated map of the entire world. The creators of WeMap – a team of 10 people who are all passionate about digital experiences; chose to offer something more than just a map to their users.  They developed a new cartographic social media through an application that they launched on the Apple Store in March 2014.  

 

What does it do? The application offer a digital map where « Pinpoints » appear to announce where events are hold around us. You can also have access to itineraries to reach these « Pinpoints ». With WeMap you can follow and share geolocalised information. It offers you the possibility to pin a concert video, pictures or even just a message on an interactive & personal map. You can create your own guide and share your experiences with your friends. WeMap helps you to remember, discover and learn what you have around you.

 

               Source: http://www.maddyness.com/startup/2015/07/02/wemap/

 

Individuals can download and use this application for free and a paid version, called WeMap Pro is also available for companies. The clients of WeMap Pro need to pay a subscription fee but after they can add advertisements to their own maps. It can be a great tool for professionals to boost their visibility.  The French startup has already several clients such as The Routard or Budweiser, the famous bier brand which use it to inform their clients about their promotional events.  

Between January 2015 and Mai 2015 the number of users and maps published have considerably increase: from 10,000 maps in January to 100,000 maps in May. The success seems to be on its way. The dream of Emmanuel Mourren, which is one of the co-founder of WeMap would be that “one day everybody will have its own map”. (widoobiz.com/actu-business, 2015)

 

This relatively new app represents a good mix between the fast increasing use of social media and tourism. It allows people to be aware of what is around them and when travelling it can be a really useful tool. Indeed, when we do not know a city, it is often hard to know where the interesting events are happening and we can easily miss interesting adventures. It is both useful for individuals and companies, creating a very practical source of information everyone can carry in their pockets and an effective marketing tool.

 

Lucile Besson & Léa Maret

 

 

Sources:

http://1001startups.fr/startup-tourisme/

http://www.maddyness.com/startup/2015/07/02/wemap/

http://www.digitalbusinessnews.com/wemap-le-google-maps-personnalise-et-interactif/

https://getwemap.com/about

http://www.widoobiz.com/actu-business/wemap-la-startup-francaise-qui-voulait-concurrencer-google-maps/59977

Wi-Fi in the pocket: How does it work?

According to the last quarterly barometer of the Mobile Marketing Association France, 20.1 millions of smartphones and 5.3 millions of tablets will be bought in France in 2015, that is to say more than 25 millions units.

Indeed, mobile devices are everywhere. The number of smartphone and tablet users is continuously increasing, so much that almost 100% of tourists travelling to France possess at least one of these. Smartphones and tablets have become the new trendy tools in order to facilitate and enhance tourists’ experience and improve customer loyalty.

However, the issue tourists often face is the lack of Wi-Fi coverage. Sure, tourists can go to fast-foods restaurants or tourism offices to get Wi-Fi but it will never be as fast, efficient and unlimited as a ‘traditional’ hotspot. That is when several start-ups created the concept of individual hotspots. Travel Wifi is the very first one that implemented this model in France.

What is Travel Wifi? How does it work?

Travel Wifi offers to its clients the renting of a personal Wi-Fi hotspot, also called “pocket Wi-Fi”. This hotspot is a small wireless modem that connects any Wi-Fi enabled device to 3G/4G Internet, with a fast and secure connection. It would allow the user to use unlimited data while being abroad to, for example, send emails with attached photos or documents, stay in touch with family, friends, stay up to date with work, use maps on their smartphone, find their way easily, find useful information for their visits (public transportation schedules, museum hours, addresses...) and so on.

It is a very simple solution as the client can book online and Travel Wifi ships the mobile hotspot directly to address indicated by the client (can be the hotel address for example). Then the client only has to return it thanks to a prepaid envelop on the last day of the renting.

The main benefits of this solution are:

• The Internet provider is Bouygues Telecom which has the best 4G coverage in France and guarantees a quick and efficient service
• No data roaming charges
• Works for 10 devices at the same time
• Individual hotspot with its own SIM card so the client can keep his or her personal SIM card and stay reachable
• Easy to get and use

As the tool has a 6-hour autonomy, which may not be sufficient for an entire day trip, the company may have to work on providing a better battery length to enhance its clients’ experience.

Finally, even though it is much cheaper than the data roaming costs (can be up to 10€/MB depending on the country) and rate/hour gets lower while rent length gets longer, this solution seems to target mainly wealthy clients.

Sources:

http://travel-wifi.com/default.jsp

http://www.lsa-conso.fr/plus-de-25-millions-de-smartphones-et-tablettes-seront-vendus-en-france-en-2015-infographie,212847

http://www.etourisme-feng-shui.com/2015/09/30/startup-travel-wifi-promet-la-connexion-permanente-aux-touristes/

http://www.tourmag.com/Travel-Wifi-la-connexion-Internet-pour-les-touristes-in-the-pocket_a73655.html#

The “Digital Detox”- The rise of tech-free holidays

Technologies combined with travel, are a great match. Technologies have enhanced the tourism industry. They have, for instance, improved channels of communication but also enabled new channels of distribution to reach more customers. Hotels have also increasingly integrated technologies in their facilities, to satisfy their guest.

However, does the hotel guest really want to be surrounded by all this technology?

In the past, the boundary between the time at the office and the time at home was clear. It is not the case anymore because of the huge progress in technologies, transforming, for instance, big devices to smaller ones, and more convenient to carry. The progress in technology has also made it relatively inexpensive to stay connected 24/7, either at home, at work or even while traveling. To follow this trend, most of the hotels allows their guests to reach the hotel free Wifi. However, it cannot be denied that another increasing part of travelers are feeling overwhelmed when they turn their device during leisure holidays, feeling stress and anxiety that prevent them to fully enjoy the present moment. These go against all the principles of a successful holiday experience.

The hospitality industry has started to respond to this new need of guest to “unplug” during holidays by redesign their hotel experience value proposition. Four Seasons Resort Costa Rica at Peninsula Papagayo challenges guests to leave their smartphone at the front desk and in exchange of it, they receive a list of 24 tech-free things to do at the destination. As reward to have accepted to leave their devices, they can retrieve their smartphone 24h later with a new custom cover of one of the resort’s scenic view (Levine, 2015).  

This is not the only example of resorts encouraging to unplug and unwind from technologies: JW Marriott Cancun Resort and Spa has created a “tech-free zone” near the pool where the guest can enjoy a good book or conversation without being annoyed by phone calls. Even some resorts such as Nayara Springs in Costa Rica or some islands from St Vincent and the Grenadines (SVG) ban technologies, upon request, from bedrooms.

SVG even created a video to promote the digital detox in their islands and the main benefits:

source: YouTube: Digital Detox in SVG

Even more than hotelier complex, some destinations advocate the digital detox concept. To illustrate this idea, we can take the striking example of Scotland and its very bad mobile receptions in vast areas. Indeed, the Scotland Tourism Board (VisitScotland) is actually turning this inconvenience in a virtue: it starts marketing itself as a “digital detox” destination in an effort to appeal tourists tired of being always switched on to the virtual world (Brown, 2014). This lack of connectivity could be a powerful marketing tool for off-grid locations and some providers have identified a niche market for those who want to escape digital life, according to Visit Scotland.

The increase of “wellness” holidays that also feature a digital detox extends beyond Scotland. Indeed, the trend was identified in 2012 by the travel writer Pico Iyer in a New York Times article entitled “The Joy of Quiet”, which identified a growing backlash against the information age (Brown, 2014).

However, the prospect of promoting destinations or hotelier complex as an area of digital detox is also criticized. Marc Crothall, head of Scottish Tourism, said: “For 25 per cent of the country not to have proper mobile phone access is just not good enough for the modern day”. He also insists on the fact that they really “need to have full coverage across the whole country as soon as possible” (Brown, 2014).

Nevertheless, VisitScotland’s most recent survey showed that just 66 per cent of visitors were happy with mobile phone access during their trip. And the availability of Wi-fi and broadband scored even lower, with only 54 per cent of visitors expressing satisfaction with the level of access. Besides, health and wellbeing tourism has excelled in recent years (Ferguson, 2014).

We can here suppose that the Digital Detox will be successful in the next few years. However, in our ultra-connected world, we may wonder if this new concept of digital detox is only a marketing principle or a real motivation from hotel to make their guests happier in their life, and maybe a real travellers’ need to become less connected (and stressed) during their holidays?

Louise and Clothilde


Sources:

Brown, J. (2014) 'Digital detox' destinations: Scottish tourist board makes virtue of the country’s lack of Wi-Fi connectivity. The independent. Retrieved from: http://www.independent.co.uk/news/uk/home-news/digital-detox-destinations-scottish-tourist-board-makes-virtue-of-the-countrys-lack-of-wifi-connectivity-9208892.html

Ferguson, B. (2014) Digital detox Scot tourism plan criticised. The Scotsman. Retrieved from: http://www.scotsman.com/lifestyle/travel/digital-detox-scots-tourism-plan-criticised-1-3341988

Levin, I. S. (2015) Digital Detox: 8 places to unplug and undwind. Nextavenue. Retrieved from: http://www.nextavenue.org/article/2015-04/digital-detox-8-places-unplug-and-unwind

Transformation of the check-in process in hotels: what is the next step?

Hilton has recently announced implementation of its digital check-in and room selection technology, which is now available in 20 hotels in Australia region. With this technological tool, guests will be able to check-in and choose room they prefer by checking digital floor plans on their pc, laptop, tablet, and mobile devices.

“Never before have guests been able to check-in, select their rooms from a digital floor plan, and customize their rooms to be ready for arrival. We are truly revolutionizing the industry, and this is just the tip of the iceberg for digital at Hilton Worldwide,” said Ms Calpin, global head of digital. In the next few months, Hilton plans to introduce this system across hotels in Asia, India, China, and Japan and by the end of the year 2015, the company expects to offer the digital service at all U.S. properties of four brands: Conrad Hotels & Resorts, Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts and Canopy by Hilton.

Ritz-Carlton Hotels and Resorts also try to keep up with the times and, besides mobile check-in, suggest services that customers are willing to have or even those they have not thought about yet. The brand has launched an app that provide a “luxury experience for its guests”.

With this tool guests can: order poolside or room service; make service requests (such as: replacing toothbrush, ordering extra washcloth or soaps, etc.), make mobile check-in and check-out. Moreover, “Shareable Experiences” feature allows guests to share experience and memories – “to modify and enhance travel photos with digital stamps, titles, and filters (specific to the particular property and geographic location) to create retro travel posters to share via social media or save as digital souvenirs”.

*Ritz-Carlton’s New Mobile App.  Source: http://www.forbes.com/sites/micahsolomon/2014/08/18/ritzapp/

Despite all the advantages that technology can bring into check-in process, many hoteliers are still hesitating to introduce them.  The reasons could be:
• cost of the new technology implementation
• security of a new system
• cellphone or mobile device problems (dead battery or loss of a device)

Hoteliers are also afraid that check-in process will not be a memorable experience anymore. However, some hotel managers have found an alternative solution to avoid long and tiring process.

Auberge Hotels and Resorts, chain of 5-star properties, and Andaz, new five star hotel brand from Hyatt Hotels, decided to redesign the process of check-in but keep personal contact to improve customer experience and satisfaction from the very beginning. To avoid boring standing in line, guests are greeted when they come in personally by the employees. They use a roving iPad to check people in and check them out. After this innovation was implemented, managers noticed changers in customer behavior: “We started to see people’s behaviors change immediately when we got rid of the front desk and replaced it with an employee with a tablet–an employee who actually stands side-by-side with the guest.  The new arrangement immediately created more of a peer to peer relationship” said Sara Kearney, VP of International Operations for all of the Hyatt brands.

We will be able to see in the nearest future, how all these digital innovations will affect personal relationship between clients and service providers. Will “hospitality” industry still be oriented towards emotional experience or will it focus on technological development and innovations? In Japan, for instance, in 2017, the first hotel with robots will open its doors to the guests. It might be an interesting experience to visit and to spend a couple of days in a place, where all services are provided by robots who look like humans. On the other hand, maybe for someone it will be weird and scaring? Anyway, technological revolution in hospitality industry is obviously round the corner. So let us just wait for a little bit and we will see how hoteliers will adapt to the changing tourist’s needs and what direction they will choose.

Nadya Levitskaya and Leonarda Miglietta

Sources:

http://australia.etbtravelnews.com/246193/hilton-launches-mobile-room-selection/

http://www.ritzcarlton.com/en/Mobile/Default.htm

http://www.forbes.com/sites/micahsolomon/2014/08/08/five-star-check-in/

http://www.forbes.com/sites/micahsolomon/2014/08/18/ritzapp/

http://www.hotelnewsnow.com/Article/15618/Issues-loom-for-keyless-entry-in-hotels