The empowered consumer is seeking out travel experiences that revolve around their specific desires and needs

Consumer travel preferences are changing. No longer purely budget-driven, travelers are looking for better experiences that are more optimized for them personally. For our latest report, the Travel Debrief, PSFK asked a panel of travel and innovation experts to respond to the trends identified in our research to help us understand the changing expectations around the travel experience.

By looking at today’s emerging behaviors, brands will be better equipped to proactively meet coming consumer demand.

CONSUMERS WANT…

To Lead Their Own Journey With Support From Preferred Brands

As consultant Robin Lanahan told PSFK, “Like all other industries today, the travel sector should take notice of the shift to a more empowered consumer. They need to ensure they are embracing, supporting and facilitating the desires of an empowered consumer. How can they give the customer more control, choice or convenience? And what will help them do that?

87% of experts responding to the PSFK Travel Survey 2018 said that having control over their own travel experiences through real-time assistance will be important or very important to travelers in the next two to three years.

Experiences That Revolve Around Their Specific Desires And Needs

“Now more than ever brands and services will need to answer to an increasing demand: traveling is only about me, so everything (the hotel, the activities, the flight) should make the me feel god-like,” said Mattijs Stut, retail strategist and designer.

64% of experts say that synced preferences and profiles that provide the comforts of home will be important or very important for travelers in the next two to three years. And 58% of experts say that in-room or in-cabin IoT is the most important tech to invest in to meet future traveler demand in the next two to three years.

Solutions That Help Them Achieve Their Desired State As They Transition Throughout The Day

Astrid Haury, senior creative strategist at Cosnova Beauty, commented, “Our health-and-wellness lives have integrated into our work travel. Brands that support health for travelers will have a strong advantage over those that don’t, and will play into the importance of sustainability and trust among consumers.”

87% of experts say that achieving a work-life balance will be an important or very important value to travelers in the next two to three years, while 77% of travel experts say that helping guests maintain their wellness goals and routines will be important or very important for travelers in the next two to three years.

Today’s consumers are empowered and most expect brands to meet them on their own terms. Organizations in travel and other industries must develop solutions and experiences that fit into the context of existing lifestyles rather than forcing customers to adopt new behaviors.

Also, more often than not, the products consumers buy and the services they use go beyond solving needs—they say something about the person, their values and what they’re trying to achieve. Companies can step in with the expertise, tools and resources to make this possible, promoting stronger relationships and meaningful exchanges.


Lead Image: Jad Limcaco | Unsplash

Consumer travel preferences are changing. No longer purely budget-driven, travelers are looking for better experiences that are more optimized for them personally. For our latest report, the Travel Debrief, PSFK asked a panel of travel and innovation experts to respond to the trends identified in our research to help us understand the changing expectations around the travel experience.

By looking at today’s emerging behaviors, brands will be better equipped to proactively meet coming consumer demand.