Despite the drive for travel research and booking to be seamless, half of airline passengers say they are spending more time than they’d like using digital channels.
When it comes to hotels, 45% of guests expressed the same sentiment.
The findings are part of a white paper, commissioned by Enterprise Ireland, called "Maximizing Revenue across the Traveler’s Journey."
Of the total travelers surveyed in the report, 70% say they would like to receive personalized offers from travel companies and three quarters claim they are comfortable sharing personal data if it saves money or improves the experience.
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The report goes on to highlight the need for travel suppliers to follow a path of “complete retailing” through the dynamic creation of relevant and personalized offers.
It describes complete retailing as the latest stage in the evolution of travel retailing with suppliers now able to take advantage of technologies such as advanced data analytics, mobile and machine learning to help create offers dynamically.
A key part of complete retailing is also about taking advantage of what the report describes as "second wallets" as travelers might set a budget for flights and accommodation, while shopping and entertainment appear to be taken a secondary pool of funds.
Travel suppliers need to work for this budget through rich content, including images, video and detailed descriptions of products and services, the report says.
Drawing parallels with Amazon, the report says airlines and hotel companies need to be offering mass market products and services.
* The full report, which was authored by Atmosphere Research Group, and can be downloaded here.