Digital Trends for Travel Brands in 2016

travel trends 2015

Digital┬átrends in the last one decade have shown a┬ámassive paradigm change in the entire value chain starting from the local travel operator to multi million dollar enterprise company. Travel is arguably the most evolved vertical in the eCommerce space. After all, it doesn’t take much time for a customer to swipe his credit / debit card once he is convinced about a travel offering.

On one side, Social Media rise has positioned itself as the biggest contributor in the net new revenue growth for travel business, newer platforms are taking scale & customer experience to a new level in the online travel space.

Here are some of the key trends that will impact travel industry.

Mobile and some more mobile

  • Within online travel sales, the mobile channel, including sales made through smartphones and tablets, is expected to see the fastest growth over the forecast period. Global mobile travel sales, including both sales made through intermediaries and direct sales, are expected to record a 40% CAGR between 2013 and 2018, reaching US$350 billion.
  • Behind this sharp growth is the rising trend among consumers to use smartphones and tablets not only for searching for travel products but also to book them. Over the forecast period, consumers will become increasingly accustomed to finalising bookings on smaller screens, while travel companies will make bookings and payments through smartphones more convenient, and average sizes of smartphone screens will increase.

Travel in APAC

  • Asia Pacific is expected to drive global online travel retail growth in the 2013-2018 period, recording a 16% CAGR. Thanks to this rapid growth, Asia Pacific is expected to account for 24% of global online travel retail sales by 2018. Over the 2013-2018 period the penetration of the online channel in travel retail sales in the region is expected to increase from 24% to 38%.
  • Japan and China are by far the largest online travel retail markets in Asia Pacific, at US$15 billion and US$14 billion in 2013, respectively. India is the third largest market in the region, at US$7 billion in 2013, and is expected to record a 14% CAGR over the 2013-2018 period.

The rise of MTA’s ( Mobile Travel Agents )

  • The shift from desktop to mobile internet access is having a significant impact on the travel industry, making smartphones and tablets an important booking channel, as well as customer service tool. Always-connected travel consumers expect to receive customer service, and also the opportunity to make additional bookings, not only before the trip but also during the trip.
  • The rising importance of mobile devices means an increased focus for travel companies on the period after the booking and throughout the whole travel experience. This is expected to result in online travel agencies gradually changing their business model to become mobile travel agencies (MTAs).