Personalisation in travel a Right, not a privilege – research

Tuesday, November 6, 2018

Consumers increasingly want their experiences to be more personalised. Mintel’s Global Consumer Trends: Opportunities for the Travel Industry revealed a research at WTM London 2018. Rejecting the digital noise, consumers prefer tailored advice and personalised experience. As per the research, one-size-fits-all is dead. Consumers now see personalisation as a right, not a privilege. They prioritise experiences over material possessions.

Research author Paul Davies, category director of travel, leisure and foodservice research at Mintel, said that consumers find themselves in a catch-22. They want to stay connected but want the choice to switch off and escape technology.

Travel brands can focus on how quieter, lesser-known destinations can prompt holidaymakers to put down their smartphone and take a moment to relax and reflect.

Davies said that though millennials are tech-savvy, they prefer to seek expert face-to-face advice from travel agents if they are using travel brands for the first time.

Millennials are as privacy-conscious as the older generations. However, they are also more willing to share their data on brand websites and social media in exchange for benefits such as personalised services, recommendations and offers.

The research shows that the package holidays are thriving. It forecasts that the value of the U.K. package holiday market for overseas trips will increase by nearly 10% between 2017 and 2022.

Millennials are most likely willing to pay extra for package holidays that are tailor-made to their preferences.

WTM London press and PR manager Paul Nelson said: “This fascinating Mintel research reveals that, far from being killed off, travel agents can not only survive in the digital age but thrive by offering trustworthy advice, while tour providers that can offer a more personalised holiday experience will also do well.”

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