What transforms your daydreams into reality? What makes you go from “That’d be awesome, someday” into “Let’s book it now?” Perhaps a photo on social networks, a blog post that catches your eye, or a conversation with a family member or friend inspires you. Whatever the trigger, something shifts – and suddenly, the idea of travel starts becoming a plan.
Amadeus’ Travel Dreams The travel journey can easily be divided into 4 distinct phases, namely: inspiration, bookings and experiences, as well as post-trip reflections or takeaways. The inspiration phase involves deciding where to travel, what to see and do, and which sources to trust to get ideas and motivation. The adventure really begins when the traveler takes his or her ideas from the dreaming phase and turns them into a plan.
From vision to vacation
For a traveler, the motivation to hit the “book now” button is the result of a thoughtful process – one that weighs a variety of factors. The price and value of a hotel are the top two factors, according to nearly half (49%) of those surveyed. Location is important to 50% of respondents. British travelers (55%), however, place even more emphasis on this. Travelers rely on reviews and ratings for 30% of their decisions, while 25% of respondents find the brand of hotel and its amenities to be very important. Understanding these factors for hotels and travel providers is crucial to present the right offer, at the right moment.
Business travelers also have different priorities. They prioritize access to business centers (20%) and flexible room rental, like early check-ins, short-stay bookings, or loyalty programs (13%). Specific hotel features may become important once travelers have narrowed down their choices.
Enticing extras
According to the Travel Dreams survey, it is not surprising that 98% of travelers find hotel amenities important when making decisions. It is a great opportunity for hotels, to highlight the amenities that are most important to guests and tailor their messaging accordingly. Included breakfast is one of the most valuable amenities; 48% of travelers consider it a major motivator. This percentage increases to 51% for leisure travelers. Boomers and people over 70 are especially interested in the convenience of a free breakfast. Other hotel amenities that affect booking decisions include wi-fi (48%), an airport shuttle service (29%), a room upgrade (27%) and the presence of a swimming pool.
Smart upsells: unlocking additional revenue
Beyond the basics, some travelers are willing to pay more for added comfort or convenience – on average, 12% more than the Average Daily Rate (ADR) for specific amenities. Hotels can make money by offering extras like a preferred room, a scenic view, or special services. Hotels and travel providers are able to identify the amenities that appeal most to specific traveler segments, and then offer these as an option. In fact, this willingness to pay more can add up – potentially generating Additional $5,383 per Room, Per Year Revenues are based on the number of people who have a job.
These and other hotel features offer upsell opportunities that can significantly boost profitability – if the hotel is savvy about what its best features are, and how to present them effectively.
How to book a flight: Choosing the best channel
The booking journey should also be considered. You can find out more about this by clicking here. Reservations are made by travelers. The data shows that 41% of leisure and business travelers prefer to book through an online travel agent (OTA). Another 21% opt to book directly through a hotel’s website, and 17% – for the most part, senior travelers – still favor using a retail travel agent.
Booking channels are not always easy to choose. The choice of booking channel is often influenced in many ways. Booking made easy Being the top priority is for Travelers: 47%. Other key factors include:
- Best available price (42%)
- Book a complete package (34%)
- All bookings can be tracked conveniently from one location (33%)
- Content and options (20%)
Hotels and travel providers that make their content accessible across multiple platforms – and ensure the booking process is quick and easy – are more likely to capture bookings from today’s diverse and convenience-driven travelers
Share your personal information for lower prices
A discount is a powerful incentive for travelers to personalize their travel experience. According to the survey, 52% of travelers are willing to share personal data in exchange for more tailored deals, while 40% would do so for a lower price. The survey shows that 52% of travelers are willing to share personal data in exchange for more tailored deals, while 40% would do so for a lower price.
Business travelers are even more interested in this option, with 66% of them willing to exchange personal information for a personalized offer, and 41% for an improved price. The younger travelers are also more interested in personalized offers that exchange personal information. This is especially true for Chinese (73%), and Indian guests (65%).
What is the role of sustainability in the equation for growth?
Sustainability is a priority for many travelers, playing a role for 9% of all guests – and even more so for business travelers, at 13%. Chinese (15%) and Indian travellers (11%) are the most environmentally aware travelers.
Nearly one third of travelers (27%) also expressed an interest in tools to help them reduce their environmental impact during their trip. This interest is stronger among business travelers (36%), and younger generations. Gen Z (30%), and Millennials (32%%) are the most open to adopting eco friendly travel solutions.
Hotels that invest in sustainable practices and communicate them clearly can appeal to this growing segment of sustainability-conscious travelers.
When travelers make the transition from dreaming to planning, they are guided by a combination of inspiration, practical concerns, and personal values. The first spark of inspiration and the final click to book a trip reflects their values, whether they are value, convenience, personalized or sustainable.
When hotels and travel companies truly understand the motivations of travelers, they can create experiences that are both inspiring and tailored for their journey.
Amadeus
Amadeus is committed to improving the travel experience for all people by fostering innovation, partnerships and a sense of responsibility toward people, places and the planet.
Travel and tourism is powered by our technology. Inspiring a more open way of working. Connected thinking centered on the traveler. Our open platform connects global travel and hospitality ecosystems. Startups, large industry players, and even governments are all part of our platform. Together, redesigning travel for tomorrow.
Travel is a force that can be used for the good of society and the environment. We all have a collective responsibility to improve and protect the places and people we visit. This will ensure that travel continues to contribute positively to our world.
Innovation is the way we meet real needs and solve real problems. Our global workforce of 150 nationalities is truly diverse and passionate about travel, technology, and travel.
We are listed at the Spanish Stock Exchange as AMS.MC. Dow Jones Sustainability Index has also recognized us for the past 13 years.
Amadeus. Travel is easier and more efficient with Amadeus.
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