Change in traveler behavior? Understand how this could be an opportunity
The Covid-19 pandemic changed not only the habits of customers in the tourism sector, but also the behavior of travelers and the way in which they have enjoyed their trips.
Despite the crisis generated in the sector in 2020, the hotel market and the tourism sector itself are restructuring and becoming heated compared to the last two years.
This can be seen through a report made by Statista, where it shows that global spending on leisure tourism increased by about 25% in 2021 compared to the previous year, after a dramatic drop in 2020 due to the impact of the coronavirus (COVID-19) pandemic.
Despite the annual increase, the total expenditure of travelers remained well below pre-pandemic levels, but it is already a sample of the recovery of the sector, which in 2020 even had data similar to 1990 levels
Despite external factors, such as flight cancellations, train delays, and rising fuel prices, travelers have returned to booking and taking trips — but where and how they travel has become different compared to before the pandemic.
In this article, we'll show you the change in traveler behavior, how you can take advantage of this opportunity, and the trends you need to keep an eye on.
New travel habits: Traveler behavior 4.0:
After two years of restrictions that altered trips, itineraries, and projects, it is evident that the need to travel has emerged socially. At the national level, Brazilians have given increasing importance to tourism and hospitality industry generally speaking.
This change in behavior is caused by the fact that most current travelers spend much more time in their own accommodation than sightseeing. They value choosing accommodations that prioritize a more elaborate structure with more convenience.
So now accommodations have gone from a simple place to stay while exploring the destination to the main place of exploration on a trip. In addition, tourists will also start to value health, humanization, experiences, sustainability and hyperconnection more.
Going according to this, the Airbnb recently released a study to assess how (and how much) the pandemic changed the profile of Brazilian travelers. In 2020 and 2021, the demand for long-term accommodation grew, and the number of longer bookings (over 28 days) was 24% higher than in 2020. Around the world, around 80% of hosts are accepting bookings of this type.
The growth of online travel agencies can be seen through the graph below:
According to a study published by MorningConsult , the impact of the pandemic on travel behavior can be seen and analyzed through a question about the following factors that made travelers more or less willing to travel in the country compared to before the pandemic:
At the time when traveling became a health risk, due to the pandemic impacts, travel insurance became a priority for all travelers, making one of their most relevant behaviors including the search for insurance that covers Covid-19.
Other effects of changing traveler behavior can be seen through research conducted by Foresight Factory and the Customer Lab, from the Allianz Partners Group, in May 2022, which shows a considerable increase in searches for destinations that focus on sustainable tourism, the valuation of cultural experiences and destinations that disconnect them from technologies.
Less red tape and more digitalization: How can your company benefit?
With the current scenario, it is not new that expansion in the tourism sector is taking place. However, do you know how to keep up with this growth and make your company stand out?
Today's consumers are seeking more humanization and convenience in companies. Therefore, the entire customer journey experience - before, during and after the trip - must be rethought in order to awaken strong and differentiated bonds.
In addition, following behavioral trends and technological trends in the tourism sector, you can see that there is no more time to wait for solutions or automations. The time to invest and stand out is now.
The growth of your business depends on the decisions you make, but it also depends on when you make them. With the technological implementation, you add automation, cost reduction and time optimization to your business.
Whether to sell your service, travel packages, personalize communication with your client, or even manage your company's internal and external documents, the best option to reach the new generation of post-pandemic travelers is to invest in technology.
Insights from the tourism sector that you need to keep an eye on:
For you to stand out in the market, you need to be aware of industry trends and insights.
The exponential growth of tourism has generated a large opening of new companies, with new differentials and, consequently, increasing competitiveness. That way, so that you go beyond the ready-made formulas, here are some tips:
- Communicate your value:
Invest in communication to show the market and your customers the reasons that are worth the pricing for your services. Make a difference.
- Train your team with your company's purposes and values:
Focus on internal and external communication goals aimed at unifying and personifying what your company is. Don't leave loose spots, a team that speaks the same language makes fewer mistakes and sells a company better.
- Personalize the customer experience:
Understand that your interaction with your customer goes beyond a simple sale, as they can advertise your service in a positive way as well as in a negative way.
Therefore, providing a personalized and differentiated experience brings your company closer to the pain of each customer and reduces the dissatisfaction rate.
- Be consistent in the strategies adopted for the sales channels:
Make investments in these types of channels, after investing in knowing your target audience and their pain. It's no use being on every channel, you need to know what is the best option for your business and not wasted effort and investment for the chosen channel.
For example, if your company deals more easily with instant messaging apps, why not invest in reservations via WhatsApp? Analyze the scenario and its reality to implement technological solutions.
The change in traveler behavior was not something expected by the sector, but was caused by external issues. Thus, changing the way in which trips were carried out meant that the sector had to reinvent itself.
Technological adaptations and implementations were a game-changer for the tourism sector, as it was from this that the sector resumed its expansion and shaped current traveler behavior.
This behavior has prioritized environmental issues, the humanization of companies, and immersion in previously unimaginable destinations. Therefore, there are several opportunities for growth based on the new requirements of travelers.
Knowing how to take advantage of the right moment and invest in the opportunities that best suit your company and your audience is the great market differential at this time.
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