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Today's consumers can get what they 'want when they want. As a result, they're more curious, demanding, and impatient than ever before. As this shift expands across purchasing behaviours, we're seeing changes take flight in the travel industry too. Enabled by technology, travellers have greater expectations for assistance. When they need information or have a question, they're looking for assistive experiences that are useful, personal, and frictionless. to assist For marketers, there's a great opportunity for today's travellers with decision-making at every step of the journey. A study suggests that fifty-five per cent of surveyed agree that they have to check too many sources of travel information before making a decision. Travellers are most concerned about finding the best price for their vacations-more so than with any other discretionary purchase such as electronics, home improvement and finance. In this new world of spontaneity, loyalty among travellers is no longer guaranteed. Only 9% of travellers "always know which brand they want to book with before researching, and even elite loyalty program members are up for grabs if the price is right. Over two-thirds of elite hotel loyalty program members would pick a different hotel for a better price, and two-thirds of elite air loyalty program members would pick a different airline for a better price/schedule route. Does this mean that the value of service and loyalty is diminished? Far from it, but this highlights the importance of differentiating one's brand at every opportunity, whether it's being there when someone searches for "top things to do in India," having a fast mobile site that gives travellers the information they need on the fly or proactively suggesting things to do in-destination once they're on their way. The study also found that impulse travel shopping is increasing. Over 60% of travellers would consider an impulse trip based on a good hotel or flight deal. For some travellers, last-minute, short stints of travel throughout the year may be more fulfilling than one big trip a year. Globally travellers plan on taking more short getaways (3 nights or less) than longer vacations (more than 3 nights). Do travellers crave personalization- Ever had a hotel know whether you prefer a room closer to the elevator before you check in? Or had an airline or cruise line employee proactively greeted you with your drink of choice? Every day, these opportunities to wow travellers exist. These moments can not only leave a lasting impression, but they may also have a positive impact on long-term business outcomes, if a travel brand tailored its information and overall trip experience based on personal preferences or past behaviour, 76% of travellers would be likely or extremely likely to sign up for the brand's loyalty program, and 36% (over 1 in a 3) would pay more for more tailored information and experiences. Brands can seize opportunities to personalize consumer experiences, even before they embark on a trip. With more travellers turning to digital for assistance, marketers can connect with customers when they first express intent through online inspiration or research. As traveller behaviour continues to evolve, expectations will continue to rise. Navigating these changes can be challenging, but digital provides more opportunities than ever for marketers to meet traveller intent and expectations at every turn. And that's a trip worth taking. Case Questions (a) Based upon your understanding of consumer attitudes, explain how you can use the results of the above study to develop a favourable attitude towards your hotel chain (b) What type of reference group influence is likely to impact the choices of a consumer while choosing a vacation? (c) How would the choice of a holiday/vacation differ for consumers at different stages of the family life cycle