2013 insightment traveller trends workshop: business opportunities … · 2017-02-02 ·...

2013InsightmentWorkshop:

Business Opportunities

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Next stepsUnderstanding the consumer (and traveller)

NextGen

Traveller Trends Observatory

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Overview

_ The Traveller Trends Observatory

• Why the traveller?

• What is ATTO?

_ 2012 Executive summary

• Why is the NextGen important?

• Executive summary

_ 2012 Research plan: NextGen

• The NextGen traveller criteria

• Research overview

_ The results: Three key trends

• The Smart Consumer

• Social Interaction

• Uniqueness Search

_ Just the Beginning

• The Future of ATTO Research

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A breakdown of Amadeus Traveller Trends Observatory (ATTO)

Traveller Trends Observatory

Understanding why?

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In any industry, understanding how the work of an organisation affects every other aspect is imperative for success. In travel, one of these key components is the traveller. Whilst Amadeus does not directly work with the consumer, to better serve it’s customers, travel providers, Amadeus has a requirement to know exactly what the consumer wants.

Why the traveller?

Understanding the travel industry from start to finish

Provide all components in the travel chain:

• Better products

• More effective services

• More insightful consultation

Create even more value by supporting

• Cutting-edge innovation

• More in-depth research & development

• Forward thinking Ideas

Through taking the time to research and understand travellers, Amadeus aims to support

and improve the overall travel eco-system to help shape the future of travel.

By understanding the consumers’ needs, Amadeus can:

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_ The initiative originated with a clear goal: deploy a systematic research

methodology to better understand the evolution of the travellers’ behaviours

and needs.

A discussion forum (ATTO Steering Committee) and an interactive online platform (ATTO Internal Community) are available in Amadeus as ways to ensure that ATTO is the single entry point for research activities related to the consumer and the traveller. In parallel to this, ATTO focuses on strategic segments and topics each year – which are referred to as Ad-hoc projects.

Below is the ATTO thought process, which ensures a continuous cycle of innovation.

What is ATTO?A simple overview of the initiative

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ATTO STEERING COMMITTEE ATTO COMMUNITY1

Sharing best practices from consumer studies Trends observatory, Primary research,

Secondary research, Subscriptions

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A monthly committee meeting to exchange

information about traveller research studies.

An online interactive platform where all studies,

trends and overall information around travellers is

gathered and made available to share, upload and

download.

ATTO FACT SHEETAD-HOC PROJECTS

Usage of subscriptions to populate KPIs to further

complement customer understanding and needs

Focus on select key consumer segments and topics in order to

understand unfulfilled needs and develop an annual research plan to

help better serve our customers

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Key KPI’s are established, enabling research &

results to be tracked, ensuring nothing is missed,

facilitating an ever better product to customers.

All research is then collated, reviewed and a plan

put in place. In 2012 the focus was on the

NextGen segment.

In 2013 the focus was on the Active Seniors and

on Corporate Citizens (results also published)

2012 Executive Summary

Our key learnings

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Understanding the “trend-setters” and future heavy consumers of travel is fundamental in enabling Amadeus to remain innovative and provide customers with tools and technologies to satisfy the needs of the traveller.

Why is the NextGen Important?2012 Focus: the NextGen traveller

_ Why the NextGen traveller?

Travelling has never been easier and there is now an evolution in how travel is perceived by consumers.

The direct channel is slowly becoming the first port of call for many savvy travellers, and with an abundance of free information available at the click of a button, it’s easy to see why.

But what do they really want from this information? What would make their life easier and hassle-free when travelling? What do they really need at the time of planning a travel?

This report showcases the main needs both now in the future for the NextGen traveller.

(A NextGen traveller is defined as someone aged between 18-30 years old. For a full definition of what is defined as “NextGen” is please see page 10.)

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In 2012, the ATTO ad-hoc project focused on the NextGen

segment, as they are trend setters, heavy technology and social

media users, hot topics of the moment and furthermore they will

be the heavy travel consumers of the future.

Executive SummaryAn overview of the 2012 ATTO Ad Hoc Project: NextGen

Travel agencies have

all these touristy things

that you want to do,

but as a personal

interest I wouldn’t

want to look at these

touristy places, we

want to go to villages

of some sort of places

to meet the people and

get to know the

culture…

”

Travel on the life journey

Advancements in technology have changed the landscape for many industries, and travel is no exception. With an ever-connected mobile device, the NextGen traveller now has more power at their fingertips than ever before. Looking forward into the future this changes things significantly for travel providers.

Sometimes NextGen’s do not appreciate the value a travel intermediately can bring to a travel booking, with some seeing it as a “foreign concept” and more likely to opt for the direct channel. Travel providers are no longer seen as the “go-to” people, with young travellers assuming the cheapest price is always the direct channel. Travellers are no longer tourists; they are adventure planners and they want added-value through local experiences fulfilling their exploratory nature.

Research

To fully understand the NextGen traveller research was conducted over a year, covering markets representing all regions, with over 49 young, technology savvy, trend-setting frequent travellers.

A NextGen traveller is

defined as someone aged

between 18-30 years old.

For a full definition of what

is defined as “NextGen” is

please see page 11.

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”Executive SummaryThe smart consumer, uniqueness search & social interaction

The ideal travel

agency is the one

which makes the

customer feel

special, being

different….

Juliana, 19, Brazil

In-depth qualitative research enabled Amadeus to develop insightful

conclusions about what travellers want, both now and in the future. Three

key themes were discovered to satisfy these consistently evolving needs.

The Smart Consumer

NextGen are digital native and

internet experts. Within this

context, they feel fully empowered

to build their own travel package,

challenging the “status-quo” of the

traditional experts in the field. They

are channel agnostic: online and

offline should be part of the same

seamless experience. With

technology at their fingertips,

mobile apps and websites optimised

for small displays for digestible

information on the move is

important. They prefer to be given a

start & end point, finding their own

unique path along the way.

Uniqueness Search

The NextGen traveller no longer

wishes to be treated as a tourist,

and instead as an ‘explorer’.

Differentiation is an imperative

USP. This reinforces the value of

having a travel plan customised to

their tastes, their preferences that

also provides a fulfilling and

"authentic" experience.

Social Interaction

24/7 social interaction with

friends and peers alike is an

essential part of the NextGen

traveller make-up. This implies

the need for a change in the

way of interacting with brands,

from one-way communication

to an interactive conversation,

with the brand delivering

relevant content to each

individual consumer.

2012 Research Plan

NextGen

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The NextGenTraveller Criteria

What defines NextGen traveller?

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> 18-30 Years old > Technology savvy

people

>Heavy internet

users

Social media and me,

it’s an on-going battle to

make the balance

between living in the

real world as much as

within the online

community…I have

Twitter, Facebook,

LinkedIn, ASW, Voyage

Prive, MySpace, Skype,

a website (soon to

launch)...it’s a crazy

way to live, but also

fun!.”Mai-Ling, 27, UK

”

Interestingly, with this group we found it difficult to really bring it

down to one single profile, so whilst this information will give you a

snapshot into the group we are discussing its worth keeping in

mind choice is key, and for this group travel will have to cover a

variety of needs and expectations.

> University

students

> Heavy social

media users

> Frequent

travellers

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Research overview How the research was conducted from start to finish

Online Community

1. Trends analysis & desk research

Trends analysis & Desk research

Focus groups

Analysingconsumer trends in the area of retail and technologyand their Implications to the world of travel.

ATTO Steering Committee feedback.

The “best in class” (17 in total) of the Focus Groups were selected to participate in an online Community:

The community was live for 3 weeks & moderated by professionals.

Online community exposed participants to focus group results to spark debate.


49 people from 7 countries.

UK, Russia, USA, South Korea, India, Brazil, Spain

Recruiting people from different countries ensured a broad representation was researched.


1 2 3Amadeus insight

workshop4

A total of 24 Amadeus

participants from

different departments

were exposed to the

key findings from the

NextGen ATTO

Research Plan

(Trends and desk

research, focus

groups & online

community)

to derive business

opportunities.

ATTO Steering

Committee feedback.

Q1 Q2 Q3 Q4

2. Focus groups

3. Online Community

4. Amadeus workshop

2012

The results: 3 key trends

NextGen

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NextGen are accustomed to surfing travel review sites, photos,

videos, blogs, communities… And all for free. They are more

empowered than ever to make a decision about what they want at

the time of consumption or travel.

_ Savvy & Empowered

NextGen power has increased through internet advancements. With access to vast amounts of information they are empowered at finding almost anything online, making them savvy consumers, proud of knowing how to compare prices, read reviews and get tips from blogs. Coupled with their distrust of authority and cynicism towards advertising, they like the independence this gives them in decision making.

_ Transparent Cost Offer

Whilst unbundled pricing structures may bring new and increased revenues, travellers want honest prices made clear up-front. Adding value is done through clarity and openness. Savvy travellers love surprises, not unexpected additional costs.

_ Reliable Brand Prescriber

Brands can also play an essential role in a world lacking of reliable references. Brands that make NextGen’s feel special & unique offer trendy travel ideas and aspirational activities that can build strong rapport and trust, leading to an emotional link and loyal customer.

The Smart ConsumerThe shift from tourist to explorer

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If you are going to

book the travel you

get back to your

agency [to] tell them

what you already

know from your own

research. This gives

you the feeling of

being independent of

the agency in terms of

decision making and

the agency just

arranges everything.”

Tita, 22, Germany

”

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_ Differentiation is a key USP

Consumers are shopping “smarter” across all categories. It is more

important than ever to have an offering that is differentiating and creative.

Differentiation has always been key in travel, and for the NextGen this

applies more than ever.

_ 24/7 Support

Although they feel knowledgeable, NextGen’s will also accept support

during the process, as long as they still feel in control. Using a travel

agency is somehow a discredit for them, and also a loss as they enjoy

working out their own solutions. The NextGen traveller, for all their

“adventure” and “explorer” mind-set, still want the comfort and security

that if they get in any trouble, in any situation at any point in their

journey, there is somebody able to help.

_ Seamless Channel Experience

Consumers are most comfortable when combining the “best of both

worlds”. They are channel agnostic. They want the speed and convenience

of an online purchase, coupled with a more broadening satisfying and

social experience of a trip to the shops. They are looking for a full and

enriching customer experience: a stimulating “touch and feel” environment

whilst still entering into a “different world”.

The Smart ConsumerThe shift from tourist to explorer

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[In my last experience with a

travel agency] I was very

satisfied with the way they

treat their customers. They

were following up with me

from time to time for making

my decision and then to go

through the purchase process.

They helped me to select

customised option which I

could used during my flight, for

example extended baggage

limit, food-type selection, seat

selection etc.”

Lovetesh, 25-30, India

”

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”

NextGen wants to have products, services, experiences, even

information that gives them “something different” which doesn’t

repeat what they already have or know. Furthermore, they want

what is specifically tailored to them, that is, not what is intended for

mass consumption.

_ Co-creation

Positive collaboration between both the NextGen traveller and brand

will lead to an increased overall experience. With NextGen travellers

having their own views defined about what would make their perfect

journey, brands can help by creating added value through collaborating

with the consumer in a personable way.

_ Inspiration not dictation

NextGen travellers have strong opinions about what they want, but

equally they are open to ideas and suggestions. Similar to co-creation,

providing inspiration to the NextGen’s about what they can do that the

“typical tourist” will not do is the best way to build strong, long-lasting

relationships.

Uniqueness SearchFinding the unfound; telling the untold; search for uniqueness

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I have an eclectic

fashion sense in

that I will mix old

with new, and

modern with

traditional so a shop

that encompasses

that all would be

wonderful but I do

like to shop around

and find something

that none else may

have. I would go so

far as to customise

a piece of clothing

to make myself

more visually

different.”

Mai-Ling, 27 ,UK

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_ Authenticity

Imperfect is the new perfect. When a traveller visits a new place, they

want to have the most local experience possible; they don’t want to be

branded as a “tourist”. Enabling travellers to connect with people on a local

level will fulfil the need of authenticity.

_ Personal Fulfilment & Growth

Every experience must better a person. It is about fulfilling this need and

expectation of new experiences. With NextGen’s craving uniqueness, the

opportunity for them to better themselves is present more than ever.

Providing a base for NextGen’s to springboard off and successfully have

personal fulfilment is key in satisfying their needs.

Being able to pinpoint unique excursions and ‘hidden gems’ in global

destinations will develop rapport, longevity and loyalty.

Uniqueness SearchFinding the unfound; telling the untold; search for uniqueness

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I would want to

meet locals, so I

can soak up the

local culture from

the perspective of

a person that truly

knows the area,

somewhere off the

beaten path.”

Mai-Ling, 27, UK

”

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Socialising is an essence of life for the NextGen; they like to be in contact with others,

sharing both experiences and hobbies which portrays the way they want to be seen

amongst their peers. Mobile adds to their “24/7 connected” lifestyle and now with access

to anything at their fingertips, there are major implications for retail and in particular

travel.

_ Project Personality

Travellers don’t just want to be a number, and instead want to be valued as an individual.

They have online “personalities” showcased through their photos, friends, interests and

hobbies. Consumers are more transparent than ever before; understanding and engaging

with them is now a real possibility.

_ Personalised Brand Content

Engage travellers with personal content. Success cannot be gauged on the number of

likes/followers a brand has, but on the engagement with its audience. Travellers want content

that adds value and supports them like a friend in a group would. This personalised

interaction is key in relationship building.

Social InteractionComplete social integration will power the future

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Participant, UK

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_ Social Media: A “Personal Assistant” to their (social) life

Social networks inform NextGen’s about relevant news, lets them share

their photos, communicate with their friends and invite others to

events. Blogs and forums provide a platform for communication with

peers, brands and experts to give advice on both purchasing and travel

decisions.

_ Stay connected

“24/7 Connected”. An ever-connected traveller presents a world of

opportunity never possible before. Consumers now demand interaction

on a regular basis in the same way they do with their friends. Brands

need to become part of the social circle and be the “go to guy” for any

travel related question.

_ Across Borders

One barrier for travellers is the cost of using their mobile when out of

their home country. Whilst there are limitations to combat this, giving

travellers the best chance to still engage with content through making it

pre-downloadable, available offline, or “light” for limited data usage

when abroad will help develop happy customers.

Social InteractionComplete social integration will power the future

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Something like [an]

online FB page which is

specially dedicated to

provide an online touch

with the customers, not

only who are booked

through that particular

Travel Agency, but also

others who are visiting

the same country / city /

location etc. All travellers

who are visiting or have

visited that place before

can participate in the

chats for giving / taking /

sharing information

about that place…

Lovetesh, 25-30, India

”

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The next stage of the ATTO Project

2013 and beyond

The ATTO Project is not just a one-off piece of research,

but rather the beginning of a challenging and fascinating

journey….

There are many challenges to be faced and overcome by the

travel industry. And, as an industry leader, Amadeus strives to be

at the forefront of new developments through continued

innovation.

The NextGen is just one part of the traveller, and as part of the

wider ATTO project Amadeus will continue to learn about all

customer segments, driving forward research and new ideas for

the foreseeable future.

Stay tuned for what is coming next in 2013!

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Thank you

You can follow us on:

AmadeusITGroup

amadeus.com/blogamadeus.com

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For more information about the ATTO initiative please contact:

Monica Clemente [email protected]

Katherine Grass

[email protected]

2013 insightment traveller trends workshop: business opportunities … · 2017-02-02 ·...

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