Rising demand for personalised experiences and sustainable travel options

Date:

By Paolo Giuricich, head of Investec Travel

The psychology of travel is a fascinating topic, one that requires extensive travel experience, a deep understanding of unique requirements and a passion for creating unforgettable experiences for travellers. Travel specialists rely on these skills to unlock the travel value proposition they offer their clients.

Currently there is a shift in demand patterns among travellers. Today, travellers are more focused on envisioning their holidays, with a clear view on why they are travelling and the benefits they seek from the whole experience. This shift has created a stronger need for travel specialists to help travellers navigate the various touchpoints they are looking for, including more personalised, human and sustainable travel options.

Added to these changing dynamics, sophisticated travellers seek a sense of balance. They want instant access to information and booking information, while still benefiting from a human one-on-one experience. At Investec Travel, we are seeing a split in travel booking requirements, with approximately 35% of travellers seeking a high-tech, self-service approach compared to 65% of our travellers desiring a high-touch travel planning experience in collaboration with a travel specialist.

Seasoned travellers that prefer self-service solutions with a one-stop shop for flights, car rentals, hotels, and travel insurance, still value the ability to speak to a human in times of a crisis or if their plans change. Therefore, added value benefits like 24/7 emergency assistance, for any changes or unexpected situations is required for this market segment.  In fact, this is where the realm of travel psychology truly comes into play, offering invaluable insights in navigating crucial situations where the stakes are high and emotions run rampant.

During Covid, the world experienced an isolating time with many people yearning to connect with their family and loved ones. Post Covid, it is clear that many are making up for the time they were unable to travel. In fact, statistics revealed a strong outbound travel trend, where in 2023, over 5.4 million South Africans travelled abroad, which was a significant increase from previous years. Travellers want to create memorable experiences for their multigeneration family getaways and therefore require a more human experience that not only provides package options, but a service that allow these travellers to plan a signature journey experience with bespoke itineraries.

Furthermore, given the effects of the pandemic, we have also seen how this has created a far more aware and conscious traveller, one that prioritises, health, wellness and ecofriendly options. This has forced hotels and service providers to cater to this need – beyond the requirements of safety. Today, many hotels now curate a series of experiences for their guests, not only to satisfy this need but also as a way to recognise the environmental impact the tourism sector has on the local environment.

Tourism puts  enormous stress on local land use, and can lead to negative effects such as soil erosion, increased pollution, natural habitat loss, and pressure on endangered species. As a result, some holiday destination or tourist sites are becoming far more active in the approach to the environment. Take for example, Mauritius, who now has sea coral planting as a tourist activity. The concept is that given how the coral in their sea has been badly damaged by the environment and overtourism, today you will find coral gardens allowing people to plant coral for the rehabilitation of coral reefs to meet the changing climate future. This is not only a great personalised experience that educates people around the value of marine eco-systems but enhances their destination as one that is responsible and sustainable. And this is just one of the several solutions being implemented among popular tourist destinations around the world today. 

There is no doubt that today travellers are examining far more sustainable travel options, which is not only driven by a combination of increased awareness and ethical considerations, but the growing demand for travel experiences that are both enjoyable and responsible.

Given these changing patterns, it is crucial for travel service providers to understand the psychology of travel and unlock the secrets of the current travel lifecycle to effectively engage their clients. This lifecycle goes beyond simply booking a trip; it involves understanding the experience and needs behind the trip, the memories the traveller hopes to create, and delivering on these expectations from the moment of booking to the smallest details like rewards programmes, airport lounges and other in-transit experiences. With evolving changes across the sector, travel specialists now play a role of holding a travellers’ hand and ensuring they get the best value for their money, while still delivering on a more personalised and meaningful experience.

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