Wednesday, 07 February 2018 11:56

Three trends to attract luxury travellers

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A 2017 study conducted by Google, in partnership with Phocuswright, has identified three clear trends in luxury traveller behaviour:
  1. Travellers desire to feel confident in their decision: 55% of travellers say checking a variety of sources before they make a decision causes stress. They would prefer the ability to compare all options in one place. In fact, second only to price, this topped the list of factors thtat determine purchase. Mitra Sorrells, Phocuswright researcher, says: “Google predicts that the opportunity to win travellers over is on mobile. However, a third of travellers say they’re still uncomfortable researching and booking travel in this space.”
  2. Travellers have a requirement for instant gratification: Over 60% of US travellers said a good deal on a hotel or flight would prompt them to consider an impulse trip. Travellers also indicated that in the next 12 months they would be interested in taking more trips of three nights or less, than fewer trips of a longer duration. The trend also resulted in more than two-thirds of US respondents (who are members of elite hotel loyalty programmes) saying they would pick a different hotel for a better price. Sorrells adds: “The same holds true for airlines: two-thirds of air loyalty programme members would pick a different airline for a better price, schedule or route. Google recommends that brands focus on differentiating themselves from their competition, providing fast, relevant information via mobile and proactively suggesting activities when travellers are in-destination.”
  3. Travellers show an appreciation for the personalised experience: Sorrells says: “Data about travellers’ searches, sites visited and specifics about the trips they book creates an opportunity for brands to customise their experiences.” A feature that travellers value: 36% of US travellers said they would pay more for information and experiences that had been tailored based on their preferences or past behaviour.
Source: TU

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