Digital experiences are key to winning the attention of tech-savvy younger generations, but not at the expense of tried-and-tested basics of customer success. 
Travelport’s Global Digital Traveler Research 2019, which surveyed 23,000 people from 20 countries, found younger Australians’ priorities of convenience and service extend this expectation to be delivered via their digital devices.
Two-thirds (66 per cent) of Millennial Australians rate a good digital experience as a top priority when choosing an airline, ahead of traditional customer programs like frequent flier points (59 per cent). Their preferences are stark in comparison to their parents’ generations; almost half (46 per cent) of younger Australians do most of their travel booking and research via mobile phones, compared with one-in-four (28 per cent) Gen X’s and less than one-in-ten (9 per cent) of baby boomers.
“While digital is certainly not unique to younger Australians, it’s clear that when it comes to travel, mobile and digital experiences play a bigger role for them than ever before. While older generations are more likely to do research via desktops or in-person, younger generations are mobile-first across the board. From researching and booking flights and accommodation to managing trips on the ground, their mobile phones are an essential part of the travel experience and businesses must optimise processes to meet these expectations,” said Sabrina Ricci, Head of Account Management Pacific, Travelport.
Travelport’s study revealed younger Australians prefer to be well-researched when jetting off, compared to their older counterparts, using a mix of in-person and online techniques. Almost half (48 per cent) almost always rely on traditional review websites like TripAdvisor and flight comparison sites (49 per cent), like Skyscanner, and are experimenting with new technology like voice search (43 per cent) compared to just 28 per cent of Gen X’s and 11 per cent of baby boomers. Millennials are also the most likely to frequently look for recommendations from travel professionals (79 per cent), like travel agents and tour operators, compared to 72 per cent of older Australians.
“Travel behaviours always change over time as technology develops. While it’s not surprising that digital natives are the first to move to embrace these newer technologies, their focus on preparing for their travels is clear. Thanks to changes in models of transport, like budget airlines, Millennials plan to travel more than all other Australians and are investing the energy in being well-prepared. Social media is increasingly playing a role in forming travel decisions, through brands, friends and family, along with cultivating unique, personalised experiences on their holidays that are often captured on social media,” continued Sabrina.
According to the research, when researching a trip, four-fifths of millennial travelers in Australia (79 per cent) have now viewed videos and photos posted by travel brands on social media and one-in-five (22 per cent) ‘nearly always’ do this. Facebook is considered the most influential social media platform by millennials in Australia. This view is shared by Gen X travelers and baby boomers; however, preference of Instagram is on the rise.
While the younger generations may prefer digital experiences, a human touch is still important for many Australians. One-half (52 per cent) of baby boomers and 41 per cent of Gen X’s are frustrated by not being able to speak with a person when booking a trip. Ultimately, while digital can be a deciding factor for some, it’s a value-add and not the substitute for the basics. When it comes to flights, Australians of all generations prioritise value for money (91 per cent), a trusted/reliable airline (91 per cent) and great customer service (85 per cent) above about added extras like a digital experience and frequent flyer rewards. Similarly, for accommodation, cost (89 per cent) and location (91 per cent) are the main priorities for all Australians.
“Digital can be a deciding factor when it comes to travel, but the basics are still the most important for all Australians, regardless of age. When it comes to winning customers in the long-run, having a high-quality product on offer along with good customer service and value sets the foundations for a sustainable model. Gimmicky digital add-ons for the sake of reaching younger generations will fail to convert customers long-term. Instead, businesses should focus on extending their customer service offering through digital channels and meeting customers’ needs in the places they engage most, whether that’s mobile and social for younger Australians or traditional avenues and desktop in older generations,” concluded Sabrina.
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