The Growth Distillery in collaboration with research partner Verve today unveiled a new study that positions ‘technographics’ (ie. understanding how consumers interact with technology) as a powerful new tool for the travel industry, offering unprecedented insights into consumer behaviour and preferences.
The Technographics: Travel study reveals that catering to different technological comfort levels allows travel brands to smooth out the biggest (and often hidden) friction points in the customer journey, and craft experiences that resonate on a personal level. This tailored approach will result in more engaged and satisfied customers, as well as lead to repeat business.
Key findings from the research
While 80 per cent of Australians say travel is very important to them, more than 40 per cent don’t enjoy the booking process at all. And when enjoyment is low, everything else suffers.
- 33 per cent of consumers delay booking due to a poor experience
- 50 per cent are more likely to abandon the cart
- 50 per cent are less likely to recommend the travel brand
How technographics can help
- Attract more customers by catering to different needs of tech natives and those that still prefer human interaction. Adopting a technographic view of customers can increase consumer appeal by 40 per cent.
- Simplify and streamline the booking process, reducing cognitive load and ensuring transparency. Addressing this friction point can attract two times more travellers who are less tech-savvy and less tech-trusting.
- Create enjoyable moments through the research phase, post-booking and during the trip. Incorporating technographic profiles can increase ‘next purchase’ likelihood by 33 per cent.
The Growth Distillery director Dan Krigstein said, “As technology continues to increase its sway over not just what, but how and where we shop, it is essential for brands to understand the nuanced relationship between where technological intervention enables, but more importantly inhibits purchase behaviour.
“By simply looking at our potential customers through a technographic lens, brands can make what they already do more valuable to more Australians.”
The Growth Distillery is an independent research think-tank, powered by News Corp Australia. Download Technographics: Travel here.
