Improving the customer journey and user experience are the most important commerce-specific developments for travel brands over the next 12 months, not pandemic-related initiatives.
Euromonitor International says a survey taken at the beginning of the second quarter of 2020 placed those strategic goals ahead of integrating new technologies and enhancing customer service, ahead of providing information and advice to travelers about COVID-19.
The survey, shared on a webinar for WTM London, put diversifying payment options, enhancing cybersecurity and deepening customer loyalty programs as the least popular strategic goals over the course of the following year.
In the digital world, Euromonitor asked brands what technologies had impacted their businesses in the past 12 months and what ones would likely make a mark in the next five years.
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Big data and analytics scored the highest among the 11 options for brands to select, both in terms of previous impact and most likely to affect the business between now and 2025.
Artificial intelligence saw the biggest increase and the adoption of augmented/virtual reality-related services pushed the technology into the top three most important strategic developments expected over the next five years.
Biometrics, blockchain and autonomous vehicles are the three technologies expected to have the least impact on travel brands in the future.
The survey also found supporting local businesses and staying at eco-friendly accommodation were the most common actions by consumers when considering sustainability as part of the their travel plans.
A quarter would take green transportation options and just over 20% would choose to fly direct in order to minimize their carbon footprint.