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Demand for Change, Driven by Digital Solutions and Human Engagement, Continues to Mount

Demand for change, driven by digital solutions and human engagement, continues to mount

Atlanta, 05 November 2019: Travelers in the United States are strongly influenced by the digital experience of the brands they choose to travel with and looking to new technologies to further enhance their experiences according to Travelport’s Global Digital Traveler Research 2019.  This year’s research surveyed 23,000 people from 20 countries including 1,000 travelers from the United States:


  • The importance of a good digital experience is critical to travelers, irrespective of their age


o   Gen Z  (81%), Gen Y (78%), Gen X (67%) and Baby Boomers (60%) consider whether a brand offers a good digital experience e.g. online check-in, gate information, room key on your smartphone etc., as important when booking an airline or hotel


o   Three-quarters of Gen Y (76%) also said in-room technology e.g. smart TV, digital music player or Bluetooth speakers is important when choosing accommodation


  • Demand for voice search as well as augmented and virtual reality experiences is now significant


o   At 64%, Gen Y rated the highest in using voice assistants for travel and 70% think augmented or virtual reality would be useful when planning travel


  • The majority of generations, including Gen Y (76%), Gen X (59%) and Baby Boomers (48%) are comfortable using Biometrics


According to the study, levels of frustration amongst travelers indicate travel suppliers need to go further to satisfy demand for transparency and simplicity:


  • Gen Y (59%) said they find booking with online travel agencies harder than shopping online for other products and services


o   A high percent of Gen Z (69%) and Gen X (54%) found it frustrating not being able to see the availability and cost of extras e.g. prebook seats, food, wifi and baggage


o   The majority of travellers, Gen Z (62%), Gen Y (56%) and Gen X (50%) found the complicated rules/terms and conditions around cancellations or changes, frustrating


Social media is an important influencer but less important once travelers reach the ‘research’ stage:


  • Channels like social media, are opening new opportunities to land bookings and have increased in influence


o   Instagram is considered most influential by Gen Z (71%) whilst Gen Y find both Facebook and Instagram influential (64% and 25% respectively).  Facebook tops the ‘influence’ list for Gen X (70%) and Baby Boomers (58%)


o   Gen X (43%) rated the highest in using social media for researching and booking travel on social media platforms, whilst smaller proportions of Gen Y (30%), Gen Z (29%) and Baby Boomers (24%) did


Technology is not replacing the important of expertise and the ‘human touch’, especially amongst younger travelers:


  • Gen Y (50%) and Gen Z (25%) nearly always turn to travel professionals for recommendations e.g. travel agents or tour operators compared to Gen X (20%) and Baby Boomers (8%)


o   Almost half of Baby Boomers (49%), Gen Y (44%) and Gen X (43%) surveyed found it frustrating not being able to speak with a human when they wanted to


o   Gen Y (66%) and Gen X (49%), Gen Z (37%) and Baby Boomers (32%) also indicated that a live chat with a travel representative, is an important feature in travel apps


Commenting on the findings of this year’s research, Travelport’s Managing Director for North America, Maurita Baker said: “It’s great to see travelers are keen to use new technologies to further enhance the booking phase of their travel experience and it’s important for travel brands across our industry to understand the very real way the digital experience they provide can be an important differentiator with their customers. At Travelport, we will continue to accelerate developments in these areas, and others, to help the industry keep pace with the rapidly evolving needs of the modern traveler.”


Globally, some additional trends stood out. Value is more important than cost for the majority of travelers, but can be hard to find. Travelers also indicate they want more control and transparency when it comes to personalization:


  • When booking a flight, value is a top priority for over four out of five (86%) travelers today with just one in five (18%) now booking solely on cost. This trend is apparent across all age groups led by Baby Boomers (91%) who prioritize value marginally more than younger generations.


  • Across all age categories, when booking a flight, travelers typically want to personalize their own experience (42%) through add-ons like extra legroom, additional baggage allowance and meal upgrades. One quarter (24%), however, prefer to receive branded offers, which provide a basic level of personalization.



About the 2019 Global Digital Traveler Survey


Travelport’s Global Digital Traveler Research was developed by the company’s market intelligence team and carried out online through Toluna Research in August 2019. The research covered 20 countries and surveyed people who had taken at least two round trip flights in the last year. In total, there were 23,000 respondents.


About Travelport (


Travelport is the technology company which makes the experience of buying and managing travel continually better. It operates a travel commerce platform providing distribution, technology, payment and other solutions for the global travel and tourism industry. The company facilitates travel commerce by connecting the world’s leading travel providers with online and offline travel buyers in a proprietary business-to-business (B2B) travel platform.


Travelport is one of the leaders in airline merchandising, hotel content and distribution, car rental, mobile commerce and B2B payment solutions. The company also provides critical IT services to airlines, such as shopping, ticketing, departure control and other solutions. With net revenue of over $2.5 billion in 2018, Travelport is headquartered in Langley, UK, has over 3,700 employees and is represented in approximately 180 countries and territories.