These are the takeaways from Google’s keynote speech to travel tech partners at the 2023 Google Travel Partner Summit – Berlin.
NB: This is an article from Triptease, one of our Expert Partners
The focus was all about consumer behaviour and the need to evolve with the times. It seems that people are shifting their priorities when it comes to travel, and companies need to adapt accordingly. So, what will get consumers excited about packing their bags and going?
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Customers are prioritising travel and loyalty is up for grabs
Firstly, customers are prioritising travel in terms of discretionary spending and new experiences. The next generation of travellers are investing more time and effort in planning, researching, booking and dreaming – providing new touch points for brands which are more important than ever. Consumers want their trips to be specifically designed and curated to their needs and desires.
Furthermore, loyalty is up for grabs, especially among a group of younger audiences who are interested in trying new things. This presents a great opportunity for brands to lean into these conditions and make a new, good first impressions which will last a lifetime.
Inspiring customers with dynamic, rich content
However, it’s important to note that inspiring content is essential in winning over travellers. It’s not enough to simply put regular content out there and expect results. People are looking for videos, rich imagery, and information about what it will be like to experience a certain place.
The most relevant platforms for this type of content are dynamic and highly visual. This is why Google is working to create visually immersive stories that inspire trip planning. These stories combine the best of inspiration and utility, making them the perfect tool for travellers who want to explore new places.
Highlighting environmental impact to help customer make informed decisions
Consumer trends are changing, and Google is evolving to meet the needs of the next generation of travellers. This includes understanding carbon emissions and making that information available to travellers when booking. Carbon emissions are now listed on Google, helping travellers to understand the environmental impact of their choices and make more informed decisions.
AI and the new era of technology
The travel industry is entering a new era of technology. We’ve already seen the first two major shifts with the invention of the internet and the rise of mobile devices. Now, artificial intelligence is opening up new opportunities for travel tech partners to create more personalised and innovative experiences for travellers.
Overall, it’s clear that travel tech partners need to lean into technology and adapt to changing consumer behaviours in order to succeed in the industry. By focusing on data driven decisions, dynamic platforms, and a seamless travel experience, companies can win over the next generation of travellers and build lasting loyalty.
The hoteliers view: how Travel Tech can help suppliers be successful
Google also held a panel on ‘The hoteliers view: how Travel Tech can help suppliers be successful’. Below we’ve summarised the key questions asked, with answers from a panel of hoteliers at the event.
