Prepare for a hyper-personalised future.
As travel and tourism companies prepare to open back up, they’re about to face a very different landscape. There are already signs that the pandemic has changed travel preferences, at least in the near future. We can expect to see a rise in short-haul, domestic and non-urban holidays due to coronavirus fears and tighter household budgets. Travel companies will also need to address a wide range of customer concerns around topics such as cancellation policies, hygiene measures and available facilities at the destination. Since these requests will vary depending on factors such as location and demographic, companies will need to personalise their customer service. 65% of the senior executives we surveyed agreed that buyer expectations are further ahead than organisations’ current digital capabilities. As we emerge from the pandemic, the quality of customer experience is widely recognised as a key source of differentiation and driver of loyalty.
Our top recommendation for 2021:
Generations of customers have moved online over the last year, with expectations set by digital leaders in other sectors. Travel and hospitality should focus on developing and optimising digital channels to keep up.