A
survey of travelers found that it’s baby boomers — not millennials —
who are bound to sidestep travel advisors in favor of going online to
book trips.
Human Touch
“What
the younger generation are stating is they completely need human touch
at the right time in the process,” said Simon Ferguson, president and MD
of Travelport Americas. “That is the key thing.”
The
Travelport overview, which was released in November, found that 50
percent of millennials or Gen Y (those born from 1981 to 1996) and 25
percent of Gen Z (those born from 1997 to 2012) nearly always turn to
travel experts for suggestions, either travel specialists or visit
administrators.
Swing Back
The
extra need for human touch is something Embark started concentrating on
10 years back in the face of the technology boom in travel, according
to Danziger.
That focal point of assets has started to pay off.
“They
(customers) need that communication. They don’t need you to book a trip
and set it and forget it,” Danziger said. “It’s hard for us as
adsvisors to convey on each customer like that, yet that is what’s to
come.”
The swing back toward human touch is a balancing act for many travel companies, according to Ferguson.
Good Digital Experience Matters
The
want of human touch in booking doesn’t mean companies should suddenly
refocus their technological advances, according to the survey.
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