There's no such thing as a hotel customer, a hostel customer or an Airbnb customer - people are now just looking for the best type of accommodation that makes sense for their trip.
Quote from Feargal Mooney, in an article on PhocusWire this week.
In The Big Chair - Feargal Mooney of Hostelworld
The hostel booking giant has seen a distinct change in the behavior of its user base over the last few years.
This, in part, has been driven by the proliferation of technology into consumer lives (primarily in the palms of their hands) but also because the accommodation landscape has evolved rapidly.
Hostelworld now has to target travelers who, one day, might be keen on a hostel and then, shortly after, want to treat themselves to an upmarket hotel.
Or, just a few months later, rent an Airbnb property with a bunch of friends.
Industry conferences are often full of guidance about removing silos when it comes technology and processes - yet this is also increasingly happening within the community of people traveling, whether it be for leisure or business.
As travel options broaden (and access to destinations), so do the ways in which consumers want to experience them.
It would take an extremely confident brand to say that it truly understands its customers and EXACTLY what they want, yet with travel not a regular purchase for the vast majority of consumers, such an understanding is hard.
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Personalization techniques, a trend of the last few years for targeting and engaging with (and, of course, up-selling to) travelers, are a start - but they perhaps do not look at the bigger picture and what will happen to the market.
This is perhaps most acutely observed through the prism of Millennial behavior.
What this tech-obsessed generation will do with their travel habits in a few years, when some become parents, or have high-flying jobs, for example, is a bit of a mystery.
Airlines, hotels, online travel agencies, activity providers, car rental brands - every area of the industry, let's be honest - will have to figure that out very soon, not least because the diverse nature of travel behavior is about to get even more complicated.