Economic
uncertainty coupled with the proliferation of new devices and
platforms, makes it increasingly important for travel firms to make
the right business decisions at the right time.
A
recent consumer research survey from
EyeforTravel sheds light on
some major trends and potentially lucrativeopportunities.
Do
you really understand how you should be targeting your travel
customers and where the unknown opportunitiesmay lie? If you are
looking to shift last-minute inventory for example, consider the US
where late travel bookings are growing apace.
When
it comes to the user-friendliness of websites it seems there is also
work to be done. Interestingly, just 27% of consumers find travel
websites easy
to use. The good news is however that, according
to EyeforTravel’s 18 month travel industry executive study, web
re-design namely to improve user experience is a top priority. 55% of
intermediaries and 56% of travel suppliers planned to increase their
web design and optimisation budgets in the third quarter. Social
media spend was also on the up.
As
the battle between OTAs and travel suppliers intensifies, user
experience will be a key weapon to win the customer. Tailoring design
to customer needs is however, vital. For example, the EyeforTravel
Travel Consumer Report 2012-13 found 68% of Dutch consumers still
prefer to book direct with a travel supplier. However, given that 57%
of Dutch consumers are also influenced by user-generated content this
is something to be thinking about when targeting the Dutch online
market.
And
of course when it comes to mobile devices and tablets, there is
everything to play for. Over 20% of Americans have booked via a
mobile device; they are also most likely of the consumers interviewed
(25%) to fork out any value
ofpayment via mobile. The British (16%) followed by the
French (13%) are less likely to spend any value of money via
mobile. Travel payments tend to be of higher value. So for those that
make life simple and user friend, while ensuring consumer trust,
there are big gains to be had.
EyeforTravel’s
Travel Consumer Report 2012-13 involved detailed and in
depth surveys with
over 1,400 top
travel brands
as well as over 8,400 consumers in the US, Holland, France, Germany
and the UK.
