Six key lessons for the travel industry about hybrid customer behaviour.
Who could have foreseen 20 years ago that, in 2014, 3% of people would be booking holidays from their bathrooms? The customer purchase journey is unrecognizable compared to only 10 or 20 years ago. It is now all about omnichannel and multiple devices. People can, if they wish, research their next holiday while waiting in line at the supermarket, commuting to work or even having a bath!
This is an exciting and intensely challenging time to be part of the competitive travel industry. Digitalization and the new technology allow us to understand consumer behavior better than ever before.
As travel agencies and holiday companies compete for customers in an increasingly fragmented market, an understanding of hybrid customer behavior is essential in order to make the most of every opportunity.