2013 insightment traveller trends workshop: business opportunities … · 2017-02-02 ·...
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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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8-9
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14-15
16-17
18-19
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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.
ATTO Steering Committee feedback.
49 people from 7 countries.
UK, Russia, USA, South Korea, India, Brazil, Spain
Recruiting people from different countries ensured a broad representation was researched.
ATTO Steering Committee feedback.
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
”
Just the beginningThe future of ATTO Research
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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 mclemente@amadeus.com
Katherine Grass
katherine.grass@amadeus.com
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