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Skift Report: The Rise of the Silent Traveler Excerpt

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  • 1. The Rise of the Silent Traveler: Skift is proposing a new model to look at the mobile-first travel consumer. The silent traveler is the travel consumer who turns to their mobile devices first, seeking a solution to in-trip challenges that used to be the primary domain of customer- service staff. In this report, we examine the changes that these customers are creating across numerous verticals in the industry — and we look at the important opportunities they now present to travel brands that can adapt to their dynamic and evolving expectations. SKIFT REPORT #20 2014 This material is protected by copyright. Unauthorized redistribution, including email forwarding, is a violation of federal law. Single-use copy only. If you require multiple copies, contact us at trends@skift.com. By James O’Brien + Skift Team WWW.SKIFT.COM Sponsored by Reaching Out to the Mobile-First Travel Consumer
  • 2. 2 Available now for iPhone and Android.
  • 3. The Rise of the Silent Traveler SKIFT REPORT #20 2014 3 Egencia® is a leading global travel management company (TMC) and part of the Expedia® group – one of the world’s largest travel companies. Egencia helps companies increase the productivity of their business travel by delivering inno- vative, intuitive online and mobile solutions and expert travel consultant services for both travelers and travel managers. With Egencia, business travel is more efficient and easier to manage making it a more cost-effective investment for 10,000 Egencia customer enterprises in over 60 countries worldwide. Bringing Consumer-inspired Innovation to Corporate Travel Egencia develops and deploys its own global technology, infusing it with insights into the user experience from its parent company, Expedia. Egencia seamlessly integrates consumer-grade usability, robust inventory and expert customer ser- vice into a global corporate travel management system. This system makes the business travel experience better – from planning, to booking, to completing the trip – while giving corporations what they need in terms of policy control, reporting, and duty of care. Mobile Solutions for Modern and Future Travelers Egencia’s mobile application, Egencia® TripNavigator, dramatically improves the in-trip experience of business travelers, provides step-by-step naviga- tion, last-minute mobile hotel booking and integrated access to Egencia corporate travel consultants. Using technology developed for Expedia’s con- sumer travel mobile apps, among the most popular apps in the world, Trip- Navigator offers business travelers smart, state-of-the-art features that are perfectly aligned with their companies’ travel management requirements. For more information, please visit www.egencia.com or email hello@egencia.com. About us
  • 4. Get the twice-monthly Skift Trends Report for the latest intelligence on the travel industry. Each edition in our new series of reports will brief you on a specific trend, providing insight into the current state of the market, the context around the trend, and where the industry is heading in the near future. After you subscribe, you will receive 24 reports direct to your inbox for an entire year. Reports are delivered as a downloadable PDF. For any comments or questions, email us at trends@skift.com. For more information on past reports go to Skift.com/travel-trends. Subscribe to the Skift Trends Report
  • 5. The implications of an increasingly independent, mobile-equipped consumer are far-reaching for every vertical in the travel industry. Even as airlines, hotels, and in-destination attractions and offerings continue to rely upon meaningful interactions with their customer, a significant segment of travelers are turning first, in new and pow- erful ways, to their devices to solve trip-related challenges that have historically been resolved by in-person experiences. From booking to getting there, to what the consumer does in- destination, this silent traveler, as we have termed the model of their behavior and choices, is typically both young and possessed of significant spending power in the marketplace. And while their move to mobile as a first choice in solving travel problems is driving a range of changes for brands, these consumers are simultaneously creating new emphases on more complex and highly personalized experiences at the times when they do turn to on-site staff. Emerging from this mix of pulling away and drawing close, for the silent traveler and travel brands, are new models and approaches for both customer relations and local discovery. As brands and third-party developers seek to capture the attention of the self- reliant, digitally savvy traveler on mobile screens — bringing about a spectrum of opportunities in the realm of apps, ad tech, and hybrid approaches — the conversation is turning to how the very devices that stand to take some tasks away from the human-to-human ex- perience can perhaps ultimately more intimately connect the travel industry to its customers throughout every trip. Executive summary The Rise of the Silent Traveler SKIFT REPORT #20 2014 5
  • 6. Table of contents About Skift Skift is a travel intel- ligence company that offers news, data, and services to professionals in travel and professional travelers, to help them make smart decisions about travel. Skift is the business of travel. Executive Summary 5 Introduction 6 Defining the silent traveler 9 Reaching the silent traveler 11 Terminal matters: the silent traveler and airlines 11 Hotels and the silent traveler 13 Discovery: the silent traveler in-destination 14 Additional avenues to the silent traveler 16 Outreach: ad tech and the silent traveler 16 Hybrid service iterations 17 The Rise of the Silent Traveler: What does it mean for Travel Buyers? 18 Insights and Strategies 20 About Skift 21 Endnotes 22 The Rise of the Silent Traveler SKIFT REPORT #20 2014 8