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Forward Thinking: Travel Tech 2022

Author: Leadership Team

Six Travel Themes Team Kaptio Has Been Tracking

As we wrap up 2021, we take a minute to reflect on where we’ve been and, more importantly, where we are headed in 2022. Per the themes you have seen in our blogs from this year, digital transformation and customer-centricity have been a constant and will blaze the way into the coming year. Let’s look at a few trends to watch.

The Customer-centric Approach Secures Sales

Customer-centricity is a mindset that an entire organisation adopts, placing the customer as the focal point of every interaction, decision, and business process. Focusing on the customer and communicating with them on their terms, above all else, is the way travel operators can achieve customer-centricity. It’s intentionally planning and executing the end-to-end customer experience pivoting exclusively around the customer. This is something Kaptio prides itself on with our travel reservation platform.

Higher Expectation for In-person Experiences

From Forbes.com, “In our company’s recent survey of 1,000 U.S. consumers, more than half (55%) said they have a higher expectation for in-person experiences than they had in the past. Businesses need to improve experiences to not only meet these higher standards but predict customers’ needs and proactively take steps to provide value and increase brand loyalty.”

The article goes on to say that “technology laggards” will risk losing sales and loyal customers whilst simply being left behind.

Survey: Digital Transformation Has Spurred Higher Customer Expectations for Experience

Artificial Intelligence in Travel Tech

With Kaptio’s foundation on Salesforce.com, we have artificial intelligence (AI) built into our platform with Einstein at your fingertips. One of the most used features within AI is the pop up that offers the ‘next best action’ to any user or travel agent.

Our COO, Jon Pickles, went deeper into AI as it relates to travel in his presentation given at the TTI Autumn Conference in London.

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Positive Correlation Between Vacations & Emotional Wellbeing

Booking.com’s seven predictions for 2022 state that 76% of Americans correlate higher mental and emotional wellbeing with taking holidays over alternative self-care and types of relaxation.

“In 2022, we’ll see a significant rise in people wanting to take back control in a bid to firmly re-establish a healthy work-life balance as vacation time itself will be strictly work-free for just over three-quarters of US travellers (76%) in 2022, which wasn’t always the case in 2021 with home and remote work lives blurred.”

Revived Demand for Travel Advisers

American travellers (4 out of 5) desire to partner with a personal travel adviser over self-service online travel platforms. "Travelers can expect consistency from their travel advisers," says Angie Licea, president of the Global Travel Collection. "Why try to figure this out on your own when this industry was built on support and service for travellers?"

Resisting Digital Transformation Will Mean Loss of Customers

“Digital transformation is the process of using digital technologies to create new, (or modify existing) business processes, culture, and customer experiences to meet changing business and market requirements. This reimagining of business in the digital age is digital transformation,” definition by Salesforce.

The data in the report, Rebooting Customer Experience to Bring Back the Magic of Travel, shows travel brands mistakenly believe they are offering a solid customer experience, but the research reflects things could be better. Consistency among all customer touchpoints can not be undervalued (physical, service, and digital). An easy way to get to the root of this is to ask, are my customers rating our products, services and digital offerings at the same calibre?

After attending fourth-quarter industry events, we are not alone in our positivity towards 2022 and seeing a great recovery on the horizon. Cheers to an adventurous new year and exciting innovations with our travel reservation platform.

About Kaptio

Only Kaptio Travel and Salesforce, the world’s no 1 CRM system, delivers a truly customer-centric approach. With your customers at the core of your travel reservation platform, you can understand their needs and react quickly, offering them the certainty they need in an uncertain world. Get in touch today to discover why brands like Rocky Mountaineer and Rhino Africa rely on our travel tech and reservation solution to power their operations.