Over the last few weeks, I have been thinking more and more about what we gain from technology. Mobile phones. Tablets. Laptops. 24/7/365 connectivity. It is simply remarkable how technology has entered (as well as often invaded) all areas of our daily lives. Literally with one click we can reach almost anyone, find information on what we need, from almost anywhere, almost any time.
For those of us in the travel industry, technology continues to have a huge impact on not only how we do business, but also how travellers travel. Travel e-commerce is evolving at ever accelerating speeds. And with it, holiday decision-making is changing too and through technology we are finding a new world of travel. The concern is that both agents and suppliers are focusing on this channel, investing huge amounts to attract customers to their sites, with price as the primary differentiator.
What more could a traveller ask for?
What more, indeed.
What seems to be lost is why we travel in the first place. What about the ability to enjoy, stretch back, relax, and soak up all of the feeling of holiday rest, relaxation, and exploration dreamt of? What about the peace of mind that comes from knowing that all of the little things that take the big hassles out of getting from A to B and onto C are taken care of? What about the delight of discovering the little insights that only an insider – someone who knows and loves the destination – can share? And what about the moments of magic created for travellers that could never be known and planned by the traveller himself or herself.
And so importantly, what about the power of touch?
This is why guided holidays are so important as a travel choice. And so valued by travellers.
This morning, the first letter on my desk, following a whirl wind trip to Perth Australia, was once again a reiteration and reminder for me. It came from a very happy Australian guest who had recently traveled on one of our Trafalgar European trips. He is a self-professed experienced traveller. In addition to the complements that this client could not stop extending about the “quality of their journey, the attention to detail and the exceptional service”, he also could not stop complementing his travel director: “her passion for her country was both refreshing and knowledgeable and she added so much to the enjoyment of the holiday experience. It was a holiday that we could have ever imagined”
Needless to say, client letters like these are an important reminder to us of the significance of what we do, directly, client by client. For all of the changes to our industry, the more technology out there, in fact the more we need touch. Travel is not about seeing the world has to photograph, it is about feeling all that the world has to share.
While clients may turn to the digital revolution to plan and book their trips, because they have instant access to supplier information and virtual price transparency. We cannot loose focus that the only variable that truly matters is the need to deliver an outstanding customer experience – the details, moments, and personal connections that turn a holiday into a lifelong memory.