The Experience of Travel Marketing

Why are travel and hospitality brands slow to adopt mobile technology? A recent survey of 1,000 people found that 54 percent of British travellers are disappointed in the travel industry’s inability to improve their holiday experiences because of a slow adoption of mobile technology. In fact, these same people would love the convenience of a mobile check-in when they’re flying, checking into a hotel, or hiring transport.
Adobe believes that brands should “make experience their business” and recently launched a large-scale advertising campaign focused on encouraging brands to do just that. The results from the survey of British travellers reveals that travel and hospitality brands aren’t meeting the expectations British customers have for their travel experiences, which should come as an alarm.
A number of brands in other sectors have already adopted mobile technology as a key component of the customer experience side of business and are thriving as a result. Brands in the travel and hospitality sector, however, have failed to adopt mobile technology as quickly. The experience for customers in these industries is one of frustration as they’re able to use their smartphones to make purchases almost anywhere but in the travel realm.
The survey also found that travel customers want the added convenience of being able to access documents related to their transport, accommodation, and visitor attractions all in one place, without having to carry a raft of paper documents, as well as better tools to aid with language translations. Although many of these tools are available, they aren’t centralised into one convenient place travelers can access on their mobile device.
As British customers move into the holiday season over the next several weeks, many brands in the travel and hospitality sector can expect to face missed opportunities to improve the customer experience, which raises a number of questions. Why are travel brands slow to adopt mobile technology when it’s a clear expectation of their customers? What’s holding the industry back? Should these brands really be alarmed by the survey results? Do the results honestly reflect the true state of the industry or is there a perception gap? What are your thoughts?