The modern traveler
Filling in forms manually, waiting in different queues, people just don’t have time to waste time on these things any more.
Filling in forms manually, waiting in different queues, people just don’t have time to waste time on these things any more. Life has become a constant sprint, a race against time. Guest demand convenience and speed more than ever before. But what characterizes the future traveller? Throughout the report, entitled Hotels 2020: Beyond Segmentation (2010), a number of factors are highlighted which may very well characterize the traveller of the future.
The traditional notion of segmenting markets is to a certain extent coming to an end due to the increasing complexity of customer choices and profiles and the trend of individualism and complete personalization. Customer’s needs and wants are becoming more and more difficult to group, as they increasingly do not fit into the traditional segments due to this increasing demand for individualism. This notion also reflects the “segment of one” theory (Amadeus, 2015). Try placing the separated male CEO who loves organic food but doesn’t like spending money on food, has four children, hates travelling but must do so regularly given his job and current location, prefers to drink cocktails as opposed to beer and prefers to have a salad on a Friday night as opposed to a cheeseburger… a headache to say the least!
I am special…and unique. I am ME.
The emphasis on the trend away from segmentation is very clearly the result of an increasing need and want for tailored services and personalisation. It’s about time hoteliers started paying more attention to their guests as many feel they are not being taken notice of, hoteliers should start looking for clues on social media platforms and other forums where guests voice their needs, wants and desires. A huge emphasis is being placed on predefining preferences for every single part of the travel journey and according to Amadeus (2015) guests are willing to give information about themselves if it makes things more hassle-free.
More people with more money!
The middle class will grow from 430 million in 2020 to 1.2 billion in 2030 (Amadeus, 2010). You know what that means: more people in the middle class category income, thus more people earning more money and more money results in more holidays! It’s a simple domino effect, or is it?
Do they really want to travel more?
Reports show that this is actually up for debate with statistics showing that the upcoming generation will in fact repel travelling and substitute it for other things. This is definitely something stakeholders need to keep an eye on!
Many travellers now expect a highly personalised service as this will increasingly become the norm, however, it is often the case that those who expect these tailored services the most are perhaps amongst the ones who are not willing to provide this information, perhaps due to a lack of time. This situation demands a one profile fits all solution, where guests simply fill in their profile once and every time they go to a hotel all this information is automatically transferred to the front desk-did someone say conichi?
They’re no spring chickens anymore…
This is not unique to any particular part of the world, it is in fact very much a global trend. With the UN projecting that the 65+ population will rise from 7% in 2000 to 16% in 2020 (Amadeus, 2015). Best stakeholders throughout the industry take note of what the older population is interested in if you want to offer the services and products they love!
Focusing on men? Think again
It is essential that industry stakeholders are aware of the increase in spending power of female guests. Estimates from The World Bank show that female earning capacity will amount to $18 trillion. It is clear that this market is given more attention and are targeted instantly.
Personalization taken to a whole new level
Just when you thought hotels face pressure with regards to personalising a greeting or a particular room, hotels will soon face the challenge of personalizing to the extreme of considering the genetic profiles of their guests. Information related to allergies and perhaps other diseases could be made easily available to those involved, so that whatever food or beverages you are offered as a customer or guest at your hotel or on your flight home will take into consideration your personal health information.
It is clear that amongst the most prominent of these movements is the aspect of personalization in fact in Amadeus (2015) it is highlighted that the currently demanded type of “hyper-customisation” is on the rise, by 2030 it will be a “default expectation”. However, the rest of the aspects do not fall far behind and therefore warrant a sufficient amount of time and attention by industry experts.
Based on the Amadeus Report: Hotels 2020: Beyond Segmentation (2010) and Future Traveller Tribes 2030: Understanding Tomorrow’s Traveller (2015)
In our next post we’ll discuss “Personalization vs Automation-Why choose?” so watch this space for more exciting insights!
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