Preferences of Travelers in the Hotel and Travel Industry

• A recent Phocuswright report reveals travelers prefer human interaction over digital interfaces in certain aspects of their journey. 
• High-speed internet remains the only technology most travelers deem essential, while options like virtual concierges are not desired.

The latest research report from Phocuswright, “Travelers and Tech 2024: Attitudes and Usage”, has highlighted that travelers are not ready to fully transition to digital interfaces, particularly regarding customer service. Despite the increasing popularity and use of artificial intelligence chatbots, travelers prefer human intervention in certain areas.

The report shows that digital interactions are favored for tasks such as finding directions, checking in, and changing bookings/reservations. However, regarding activities like tours, customer support, and restaurant ordering, travelers still prefer human assistance.

Notably, travelers under the age of 55 and early technology adopters are more inclined towards digital interfaces, while preferences are split on issues like baggage handling and local transportation. This observation highlights travel companies’ need to balance digital and human customer service.

In the context of digital check-ins, mobile apps have proven to be more popular than websites. However, self-service kiosks and facial recognition technology have yet to match the level of acceptance enjoyed by traditional check-in methods.

Interestingly, high-speed internet is the only technology most travelers consider essential. Other digital conveniences are viewed as “nice-to-have” extras, but not essential. In terms of customer service, the majority of travelers do not desire options like virtual concierges.

The report underscores that expectations from technology are set to grow. However, the preference for human interaction in certain areas of the travel experience indicates that a complete digital takeover may not be imminent.

Investigations into travelers’ awareness, attitudes, motivations, and pain points regarding technology usage were also part of Phocuswright’s report. Findings from these research areas provide further insights into the state of the travel and hotel industry, assisting companies in identifying competitive differentiators and understanding consumers’ attitudes toward sharing personal data.

Visit Phocuswright for more details.