It seems that the more digital the world becomes, the more impact human experience can have, if going by the findings of Accor’s new report titled "Tailor-Made Touch or Digital Efficiency?".
The report, which focused on the European market, emphasises the growing importance of highly-personalised service as the key differentiator for travel advisors, highlighting the need to focus on developing services and nurturing partnerships that go beyond what digital platforms can offer.
Consumers increasingly value the ability of travel advisors to remove the stress from their trip, tailor it to their preferences, plan every last detail in a flexible way, and be the reassuring presence that takes care of problems when they arise.– Saskia Gentil, SVP sales, Europe & North Africa, Accor
“Consumers increasingly value the ability of travel advisors to remove the stress from their trip, tailor it to their preferences, plan every last detail in a flexible way, and be the reassuring presence that takes care of problems when they arise. The ability to provide this bespoke level of service is a competitive advantage over the purely digital platform competitors, and one that should be maximised. It allows travel advisors to exceed expectations, delight customers and build an emotional connection that others cannot,” said Saskia Gentil, SVP sales, Europe & North Africa, Accor.
The shift in the leisure travel market
The report examines how the pandemic accelerated the transformation of the leisure travel intermediary market. With the adoption of digital technology and a shift toward becoming platform businesses or B2B technology providers, many key players in the industry are redefining their models. While digital transformation is crucial, the report argues that providing a tailor-made, high-touch experience to customers is even more vital for the success of travel advisors.
The value of personalised service
Customers increasingly value travel advisors who can remove the stress from their trips by tailoring the experience to their preferences and handling every detail with flexibility. Travel advisors have the advantage of exceeding expectations, delighting customers, and building emotional connections that digital platforms cannot achieve. While digital technology plays a crucial role, it should support and enhance the human touch to differentiate travel advisors from their competitors.
Understanding what travellers want
To provide high-level service, travel planners must stay abreast of the ever-evolving desires of leisure travellers. They should be aware of trends like slow travel, wellness experiences, and sustainable trips. While digital means can provide some insights, on-the-ground partners with local knowledge and expertise, along with multilingual capabilities, are of paramount importance. Advisors should have a wide variety of inventory and partners to cater to evolving trends and client preferences.
Other key takeaways:
- Stay updated on technological developments: Travel planners must keep up with the latest technological advancements, such as messaging platforms and payment systems, to provide the digital experiences clients expect.
- Adapt to growing demand for flexibility: Travel advisors should offer personalised and customised travel experiences, transparent rates, and flexible booking policies. They should also be prepared to reassure clients, guide them through uncertainties, and provide contingency plans.
- Blend technology with the human touch: A bespoke, personalised, and smooth customer experience that incorporates technology and human interaction is essential to exceed customer expectations and build lasting connections.
- Embrace slow travel and wellness experiences: Leisure travellers are increasingly seeking longer and more experiential trips. Travel advisors should offer enriched commercial offers with strong wellness offerings across all segments and provide new experiences for guests seeking longer stays.
- Focus on sustainable travel: Travel advisors have an opportunity to connect with travellers who desire sustainable trips. They should partner with sustainable and responsible providers, stay updated on eco-friendly options, and offer clear signposts for sustainable choices in their customer journeys.
- Provide comprehensive packages: By offering comprehensive packages that encompass various experiences, activities, and services, travel advisors can remove stress and provide a hassle-free travel experience. This approach adds value, enhances customer satisfaction, and sets them apart in a competitive industry.