Digital experience is the deal breaker for millennial travellers of India: Travelport Research
The recent Global Digital Traveller Research 2019 by Travelport highlighted that millennials in India seek a premium digital experience across all aspects of travel. Another key finding was that travellers in India want and expect travel providers to help them personalise their experience seamlessly. The research surveyed 23,000 people from 20 countries; including 2,000 from India of which 1,526 were millennials (in the age group of 20-39 years).
It revealed that Indian millennial travellers were one of the world’s most likely (84%, above the global average of 71%) to consider it important that an airline offers a good digital experience – for instance, offering online check-in and gate information. Similarly, Indian millennials were the world’s most likely to consider the digital experience when booking hotels (e.g. having a room key on their smartphones) – 82% in India considered it important, well above the global average of 58%.
This propensity for digital technology also extended to the trip planning process, as well as during travel:
- Indian travellers of all age groups were the world’s most likely to believe augmented or virtual reality experiences would help them better plan their trips (in joint first-place at 76%, compared to the global average of 48%).
- Indian travellers reported using voice assistants to check-in for their flights (52%, global average of 42%); check the traffic to the airport (58%, global average of 54%); and check their flight status (56%; global average of 50%).
Additionally, travellers in India look forward to personalising their travel experience. 26% were willing to provide airlines more of their personal information if it meant receiving personalised offers – the second highest in the world (global average of 17%). This trend was highest amongst Indian millennials (28%).
Unsurprisingly, their pet peeves when booking trips were also related to personalisation. Some of the top frustration of Indian travellers was:
- Not being able to understand what their deal includes as a standard (59% in India and 52% globally);
- Not knowing what add-ons are available to them (61% in India and 56% globally);
- Companies they use regularly not remembering their preferences (56% in India versus only 35% globally);
- In this context, 56% of Indian travellers found it frustrating if they are not able to interface with a human point of contact while exploring a deal (42% globally).
Commenting on the findings of the research, Sandeep Dwivedi, Chief Operating Officer, InterGlobe Technology Quotient said, “The findings of the research clearly establish that Indian millennials have a strong penchant for a superior digital experience while planning their travel. The travel ecosystem in India is headed towards a digital-first future and we, working with Travelport, are committed to innovate and develop solutions that can help the industry cater to the expectations of the modern traveller.”
The study also finds that Indian users are looking for a value for money deal – only 5% of them reported always going for the cheapest price (global average of 18%). To get the best deals, they will analyse travel review sites like TripAdvisor (60% in India vs 42% globally) and price comparison sites such as Kayak.com (50% in India vs 38% globally).
93% of Indian travellers also look forward to getting insights from booking sites to discover new destinations.