Travel and tourism players will need tech to succeed

A global survey* of more than 8,000 travellers has uncovered that technology plays a growing role in which travel players win.

Released in October, the annual Changing Traveller Report 2022 by SiteMinder, the global hotel commerce platform, showed that:

Gen Z (aged 18-25) are also the most likely to be influenced by the social media presence of the property they book, compared to other age groups. Thai travellers are the most influenced by social media, with 78% of respondents saying they are “very influenced” or “influenced” by the property’s social media presence in their booking decision, followed by 75% in China and 74% in Indonesia. In fact, respondents in every age group agreed that they are all influenced by the social media accounts of the accommodation they book.

Travellers are likely to change their perception of the accommodation provider if they have a negative customer experience when accessing and using the accommodation provider website, for example if the website is slow, or the payment process is not secure. At least seven in 10 Asian travellers – 89% in China, 72% in Indonesia and 75% in Thailand – said they are “very likely” or “likely” to change their perception when the accommodation provider was not using technology effectively. Nearly six in 10 Australia respondents (59%), in contrast, said the same.

The use of artificial intelligence (AI) and robots by accommodation providers to replace hospitality professionals is also well accepted with 86% of travellers in China, 85% of travellers in Thailand and 76% of travellers in Indonesia saying they are “very supportive” or “supportive” of accommodation providers using AI and robots to automate previous human work processes. For Australia, 31% of travellers are very supportive or supportive.

Sankar Narayan, MD and CEO of SiteMinder said: “The long-awaited recovery of travel has also emerged with a new type of traveller, who has higher expectations from hotels and their travel experiences than ever. We can see that, more than ever, travellers now have ambitions to book, travel, work, connect, and experience the world with the greatest flexibility and security possible.”

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Visit the SiteMinder interactive hotel experience. 

Read the report.

*Powered by Kantar, the SiteMinder  survey of 8,182 travellers aged over 18 years spanned Australia, China, France, Germany, Indonesia, Italy, Spain, Thailand, the UK, and US. The survey, conducted in August 2022, included 2,461 travellers in China, Indonesia and Thailand. Respondents were asked 25 accommodation-specific questions, and were split up by gender, generation, location (urban, suburban, rural), travel plans, work plans and the type of accommodation they intended to next stay in. The data was supplemented with reports and data from McKinsey & Company, Deloitte, Paysafe, and others.

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