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Unsurprisingly, travellers are still chasing unique and authentic experiences.
From recharging in nature to learning about a destination’s culture to seeking an adventure of a lifetime, Jon Fauver, TrekkSoft’s co-founder reminds that “travel providers need to remember that at the heart of the guest experience is the experience part”.
Tour and activity operators who prioritise the quality of the delivered experience and destinations who centre their marketing efforts around experiences unique to the destination will be the ones who thrive in 2018.
2. Mobile bookings will be the new default
The shift towards mobile booking is predicted to continue growing in 2018.
TrekkSoft’s data shows that 82 per cent of bookings were made through a tour or activity operator’s own website, and of those bookings, almost half (49 per cent ) are made on mobile.
While the completion rate of mobile bookings is lower than that of other industries, this behaviour on mobile has grown significantly compared to 2016, which was at 31 per cent.
Dave O’Kelly, CEO of SANDEMANs NEW Europe told TrekkSoft, “over 50 per cent of our bookings are taken on mobile and typically within the two weeks pre-arrival into the destination.”
“That provides a whole wealth of opportunities for us… We can facilitate easier, more exciting, and more interesting interactions pre-trip, during a trip and post-trip and own as much of the guest experience as possible.”
3. The impact reviews have on bookings
TrekkSoft research shows 9 out of 10 travellers think that reading online reviews is important and 95% of travellers trust reviews on third-party sites.
TrekkSoft looked at their top 20 customers according to their revenue and found that they have an average TripAdvisor ranking of 4.81 while 60 per cent of these travel providers have a perfect 5.0 ranking.
Whats more, the median number of reviews per company is 966.
It’s no industry secret that a good TripAdvisor ranking can positively impact the growth of a business.
However, it takes a lot of hard work and dedication to achieving excellence throughout the customer’s travel journey.
4. Generational differences are blurring
Just when the industry and marketing professionals thought they had neatly carved out and defined each generation’s needs and wants, the travel market evolved yet again.
TrekkSoft found that the 30s – 50s crowd is more interested in a relaxing getaway while the 65+ are interested in adventure and opportunities to socialise.
In 2018, expect to meet adventurous Baby Boomers, well travelled Gen Xers and Millennials and curious and tech savvy Gen Zs coming to their own.
5. Stop worrying about millennials
Often overlooked, Gen Xers might not be the largest (or coolest) market out there, but they’re the generation with the most money and time to spend on travel.
83 per cent are working full-time or part-time and currently, spend the most money on travel compared to their younger or older counterparts.
On average, they will spend $627 on each day of travel.
If you want to see the rest of the list check it out on TrekkSoft’s blog, here.
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