50% of millennials prefer virtual reality to preview travel destinations

Published on : Monday, June 20, 2016

virtual realityThe Priceline Group, the world leader in online travel and related services operating six major brands including Booking.com, priceline.com, KAYAK, agoda.com, Rentalcars.com, and OpenTable, released the findings of its Intersection of Technology and Consumer Experiences survey. Aimed at discovering how technology is altering attitudes surrounding travel and dining, the survey revealed Americans’ desire for technology to transform how they experience the world. When asked how people would want to see technology take the friction out of travel, 42 percent said technology could solve the lengthy airplane boarding process, and, 41 percent would like to see technology help eliminate lost or misplaced luggage.


The research also highlights generational-specific travel trends and advances in technology that Americans are seeking. Key findings include:


Advances in Technology:






“We believe that people are looking for functional advances with technology in order to support their travel experiences, rather than redefining what travel actually is,” said Pepijn Rijvers, CMO of Booking.com. “These survey figures validate our hypothesis, and are in line with our approach to using technology to enhance our customer experience.”


Millennial Travel Trends:







Across its brands, The Priceline Group develops product enhancements aimed at solving some of the challenges expressed in this survey. Recently, Booking.com launched Booking Messages – a chat-inspired communication platform that enables customers and accommodation providers to effortlessly connect with each other from the moment a booking is made. In addition to being able to initiate any kind of conversation they’d like with the accommodation, all Booking.com customers around the world can now quickly and conveniently manage the most common stay-related requests in just a few taps. The Booking Messages interface features automatically pre-translated templates for certain predefined requests, including arranging check-in and check-out times, as well as questions about parking and bed preferences—all in real-time and with a familiar, chat-like interface. OpenTable also launched a Discover tab within their mobile app, which serves as a “concierge in your pocket.” This feature allows anyone to feel like a local, instantly connecting users to new dining experiences, restaurants with immediate availability and top rated establishments from both locals and OpenTable members.



“As technology continues to progress, we’ve seen a dramatic shift in how and what our customers demand when it comes to experiencing the world,” said Leslie Cafferty, Vice President, Global Communications for the Priceline Group. “This survey echoes these sentiments and indicates where the market is moving in terms of product and customer expectations.”

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