Almost Two-thirds of Middle Eastern Adults Would Pay Between $101 - $500 Extra for a "Personalized" Travel Experience, Sabre Research Reveals
The ancillary retail opportunity
The research highlighted a significant retail opportunity for travel providers of the 3,090 people surveyed, where 52% would be prepared to spend between
"To align with today's travelers, airlines, hotels, travel agencies and even corporate buyers must think and behave like true retailers," said
Demand for personalization
Consumer expectations and shopping behaviors are becoming more sophisticated, driven by a high level of technology and personalized experiences. The travel industry is no different, and personalization is becoming a demand rather than an expectation. Sabre's research showed that 43% of the Middle Eastern adults want personalized travel offerings and services around their needs, expectations and previous experiences.
When thinking about what this personalization looks like, the majority (40%) of those surveyed wanted recommendations based on their budget, while 30% wanted suggestions of holiday extras that would be of genuine interest to them when asked what they would want airlines to do for them in the next 5 years.
In addition to providing a tailormade experience for travelers, the research showed additional benefits of personalization for travel providers. 40% surveyed said that they would be more loyal to an airline or a hotel in return for a personalized service, while 27% would also be willing to share personal data (date of birth, social media friends list) for this. This highlights a need for travel providers to invest in data-harnessing technology to help understand each traveler's individual needs, offering each person a customized experience in the right context at the right time.
Mobile and online travel
Sabre's report showed a significant opportunity within the online travel space in the
"This suggests that there is a great opportunity for mobile and online travel, if suppliers can deploy the right technology and security measures, and thereby increase trust amongst customers," continued Syed. "Retailers need to be where travelers are – online and mobile – and must adopt a seamless, multi-channel sales strategy."
The study, which compiled insights from 3090 people online across five countries in the
For more insights, you can download the full report here.
All figures, unless otherwise stated, are from
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