STUDY: Travel/Hospitality Customers Demand a More Digital Experience

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Earlier this month, MCD (Magnani Caruso Dutton) Partners published a white paper that should be of great interest to everyone with clients in the travel/hospitality industry.

The survey, conducted among 1,000 random consumers in the three major travel sectors (business, leisure and family), found that they overwhelmingly want a more digital experience in exchange for that elusive brand loyalty.

What does this mean? In the press release, MCD creative director John Caruso simplifies: “personalization and convenience.”

  • 70% of travelers say a hotel’s website, app and other digital tools strongly influence their spending decisions
  • More than half of those who felt strongly about this point said that customer service/experience was their top priority

Guests at high-end hotels are predictably picky:

  • 80% want the power to set personal preferences that help define the experience and allow the brand to cater to their tastes on future trips.
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