Digital travels to stay with us after pandemic


According to research entitled "Digital Travel Innovation Across the Traveler Journey" by Euromonitor International, post-pandemic, embracing digital innovation is critical for travel brands to power out of the health and economic crises, and looming climate emergency, adapting to changing consumer behaviors and values, the Warsaw Business Journal reports.

"With ever more consumers working, shopping, and socializing online, digital tech is omnipresent in consumers' lives and key for engagement across the traveler journey. Taking a holistic view of the consumer continuum is key. Big data, AI, digital payments, mobile and social commerce are priority areas, spawning new travel startups and business models, with digitalization going beyond the functional to elevate the customer experience," Euromonitor's report reads.

According to the authors of the report, pre-trip travel planning is an art in itself. After lockdown, AR/VR will continue to feature as part of DMO tool kits, while social influencers adapted to the new normal and will help in rebuilding trust.

"After the booking, it is vital for travel brands to deliver on service promises and exceed expectations through personalization, contactless solutions, and add-ons. Hyper-personalization through AI reduces the expectation gap. Online direct channels are the best way to ensure there is a strong, engaging customer relationship, with direct channels set to enjoy an uplift post-pandemic, also delivering on much-needed savings on OTA commissions," the research adds.


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