消费者在旅行计划方面需要更多个性化
经过多里·萨尔茨曼(Dori Saltzman)/根据端到端的预订平台WeTravel的一份新报告,消费者希望在计划旅行方面比2019年更多的个性化,自定义和自动化。
"As an anomaly to industry-wide, global consumerism, traditional – in this context, pre-pandemic – travel was often a well-thought, not impulsive purchasing decision, predominantly purchased up-front with cash or credit card, as the industry followed consumer cues with a slow embrace to e-commerce solutions that dominated other industries selling common goods and services," said Ted Clements, WeTravel's CEO.
"However, after a two-year industry standstill, commonplace travel purchasing has been disrupted. Now the data finds expectation of personalization, customization and automation – which is well expected from consumer purchasing in differing industries – is dominating this year's purchasing decisions."
以下是“购买习惯:旅行预订和计划的未来”报告的一些主要发现。
定制的软件包超过全包假期
百分之五十六的旅行社受访者赛d they've seen an increased demand for customized tours over all-inclusive packages. In response, more than 85% of the respondents said they offer add-ons or customization options for their tours, up nearly 20% when compared to 2019.
The most popular add-ons are special activities and tours (64%) and extra days (36%).
Travel advisors are seeing the same demand, with 70% of travel advisors who responded to the survey saying they seen an increased demand in 2023 bookings for add-ons and custom experiences. Furthermore, 95% said they offer add-ons to the tours and trips they're selling.
直接预订者更喜欢多个付款分期付款
在2019年,最常见的付款方式是出发前30天的存款和最终付款。对于2023年,旅行者直接预订的最常见的付款方式是押金和出发前的四份付款。
对于通过旅行顾问进行计划,预订和购买假期的旅行者,仍然首选传统付款方式。
The most common payment option for these consumers is to pay through a travel advisor with one deposit and final payment 30 days prior to departure.
虽然其他付款方式(借记卡,苹果薪水等)正在与旅行社直接预订的消费者中获得地面,但使用旅行顾问95%的人继续使用信用卡。
预订窗口保持紧密
60%的旅行社表示,旅行者在出发前不到三个月的时间预订,与2019年相比,预订交货时间降低了20%以上。此外,不到20%的旅行者在出发前的六个月以上预订。
妇女主导旅行的购买
对于许多顾问来说,这可能并不令人惊讶,但妇女继续主导旅行购买决定,妇女占所有旅行和多天旅行预订的近70%。这是2019年的60%。
当专门查看通过旅行顾问进行的购买时,该报告发现,妇女进行了2023次出发的60%以上的购买。
旅游购买者的平均年龄正在成熟…
In 2019, the average age of a travel who booked and paid for a tour was 30. For 2023, that number is closer to 40, with the highest growth in travel bookings coming from the 40 to 55 age group, followed by the 61+ age group.
… But Age of Travelers Booking with Advisors is Going Down
选择与顾问预订的旅行者的平均年龄略高,徘徊在45年左右。但是,数据表明,通过顾问预订的旅行者预订最大的增加在31至45岁年龄段,比2019年增长了11%。
该报告中的发现是基于来自3,000多个旅行社的业务内部数据,以及对近150家非抛弃旅游经营者和团体旅行组织者的外部调查,从健康务虚会到目的地管理公司。