MADRID and BANGKOK, June 2,
2015 /PRNewswire/ -- In a world where travelers are no
longer defined by their demographic segment but by their values,
behaviors and motivations, airlines and other travel providers will
need to harness the wealth of data and social media information now
available to create bespoke 'purchasing experiences' that cater to
individual needs.
That's the key finding of 'Future Traveller Tribes 2030:
Building a more rewarding journey', which outlines precisely
how airlines and their complementary service providers can
better serve traveler needs in the future through more effective
merchandizing strategies, explaining also how the traveler journey
itself will change by 2030, thanks to better use of traveler data,
new technologies and a widening range of sales channels.
At the same time, personalized bundles of products and services,
perpetual touchpoints between the travel provider and traveler, and
frictionless purchasing will all characterize the traveler
experience of the future, the report says. New sales channels will
emerge in tandem, and can be divided into 'inspiration' channels
(smartphone, tablet, virtual reality headset), which offer more
immersive experiences and will be used as discovery tools; and
'information' channels (smartwatch, augmented reality glasses and
service robots), which will focus on short-form content and
purchasing.
With these developments, data will become the most
important resource available to airlines, giving the competitive
advantage to those that can most effectively collect and use it.
Moreover, the report also outlines how new technologies and
techniques for collecting and using data will drive ever-greater
personalization of the travel experience in the coming decade.
"The first phase of our Future Traveller Tribes study identified
who travel providers will need to cater to in the future;
this report provides airlines and their complementary service
partners with practical advice about how they can prepare
for and cater to emerging traveler segments at each of the nine
stages of the traveler journey," said Robert Sinclair-Barnes, Strategic Marketing
Director, Airline IT, Amadeus. "Ultimately, understanding traveler
motivations and the evolution of purchasing behaviors will equip
airlines and other providers to build a more rewarding and
connected traveler journey for tomorrow's travelers."
"As travel providers devise strategies to become customer
experience providers, it's essential that they consider how to
build purchasing experiences that meet the needs of future traveler
groups," said Lawrence Lundy,
Principal ICT Consultant, Frost & Sullivan. "Social Capital
Seekers, as just one example, will seek inspiration for travel from
their social media networks and will expect a very high degree of
personalization from providers. They'll be open to new services at
any stage of their journey, readily trading their data to receive
priority treatment, and comfortable with new technologies such as
service robots or augmented reality applications."
'Future Traveller Tribes 2030: Building a more rewarding
journey', will be launched at Amadeus' Airline Digital
Merchandising conference taking place in Bangkok June 1-3,
2015. During the conference over 100 airline digital leaders
will come together to discuss and debate the latest Amadeus and
industry developments, which this year include personalization,
customer experience management and user design.
The report follows another study recently commissioned by
Amadeus, Future Traveller Tribes 2030: Understanding tomorrow's
traveller, written by the Future Foundation and published
earlier this year, which identified the six key 'traveller tribes'
or segments that will emerge by the end of the next decade.
To download both reports, please visit
www.amadeus.com/tribes2030
Amadeus
Amadeus is a leading provider of advanced technology solutions
for the global travel industry. Customer groups include travel
providers (e.g. airlines, hotels, rail, ferry operators, and car
rental companies etc.), travel sellers (travel agencies and
websites), and travel buyers (corporations and travel management
companies).
The Amadeus group employs around 10,000 people worldwide, across
central sites in Madrid (corporate
headquarters), Nice (development) and Erding (operations), as well
as 71 local Amadeus Commercial Organisations globally.
The group operates a transaction-based business model. For
the year ended December 31, 2014 the
company reported revenues of €3,417.7 million and EBITDA of
€1,306.0 million.
Amadeus is listed on the Spanish Stock Exchange under the symbol
"AMS.MC" and is a component of the IBEX 35 index.
To find out more about Amadeus please visit www.amadeus.com, and
www.amadeus.com/blog for more on the travel industry.
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SOURCE Amadeus