The survey carried out by Collinson, it is determined that the ‘Traveller of tomorrow’ is a digital native, more eco-sensitive, has no limits in his personal and work life and prefers personalized products and services
Attracting all generations of travelers, from Boomers to Generation Z, is a challenge that all players in the tourism industry must have as a priority.
With this in mind, Collinson, the world’s leading travel experience company and owner of the Priority Pass brand, conducted a recent study to recognize the services that travelers of all generations value most and thus outline its leadership in knowledge. of emerging consumer expectations.
The ‘Traveler of Tomorrow’, as the Company dubbed it, is different. More eco-sensitive, they do not have strict limits in their personal and work lives. Look for personalized products and services that adapt to your tastes and needs. He is a digital native traveler, which makes the development of new technological strategies relevant for all generation groups.
According to Manuel Catedral, vice president of Business Development for Collinson in the Americas, the very nature of the ecosystem means that all tourism service providers; such as airports, airlines, banks and means of payment, among others; they must generate value and guarantee to satisfy the needs of the ‘Traveller of tomorrow’, focusing their efforts on technological innovations.
“Our strategic and business plan has been focused on learning about the key trends in travel consumer behavior, changes in attitude towards tourism and business travel, the impact of technology and loyalty strategies. The goal is to meet the needs of the new traveler ecosystem; allowing them to travel with greater confidence, ease and comfort”, stated Catedral.
General description of the sample in Colombia
Collinson’s recent study was carried out in Colombia, Brazil, Mexico and Peru with a sample of 600 frequent travelers. One of the objectives was to learn how credit card consumers recognize, value, and use travel-related benefits.
The sample included men and women between Boomers (55-74 years), Millennials (35-44 years), Gen-X (45-54 years), younger Millennials (25-34 years) and Centennials or Gen-Z ( 18-24 years old).
The survey covered various topics such as rewards and benefits, credit card features, air travel behavior, and spending with people who traveled in the last six months, yielding the following results:
VIP rooms
76% of respondents in Colombia would like travel-related rewards and benefits to be the core element of credit cards.
80% of Colombians would be willing to change their credit card for another that grants tickets to airport VIP lounges at no additional cost.
For 54% of Colombians, VIP Lounges is the main criteria for using a card and is the #1 benefit related to travel.
71% of Colombians are willing to pay for a new credit card that offers access to VIP Lounge membership.
65% are willing to pay to make a reservation prior to the VIP rooms.
51% of Colombians have access to VIP Rooms with their cards.
Women are more willing to use their credit card more often if they receive this type of benefit than men, with 86% and 80%, respectively.
Priority Pass members are more willing to use their card more often than non-program members, at 91% and 78%.
Willingness to pay
The car rental discount is the service that Colombians are most willing to pay with 73%, followed by membership/access to airport VIP Lounges with 71%.
The third place with 69% preference is occupied by discounts in duty-free or duty-free stores, luggage delivery and experiences in the city.
Colombian women expressed their willingness to pay for car rental discounts (76%) more than men (71%).
Boomers 55-74 are more willing to pay car rental discounts (79%) than other generations (72%).
Having Fast Tack service or fast line at the airport is a benefit that Colombians are willing to pay with 63%, followed by retail discounts with 61% and sleeping capsules at the airport with 57%.
Colombian women expressed their willingness to pay for access to airport lounge memberships (77%) more than men (66%).
Younger Millennials 25-34 and Boomers 55-74 are more willing to pay for lounge access memberships (80%/79%) than other generations (64%).
The Elite Affluent segment is the most willing to pay for access to VIP lounges (89%), compared to people with other incomes (72%/67%).
“This study also found that Colombians value other services such as car washes in the parking lot, a language learning app, Vallet Parking, a beauty salon, access to the airport spa, a play area, a robotic barista, and a wellness and fitness app. , among other; which will allow the travel industry to focus on innovation to improve the experience of the ‘Traveler of tomorrow’”, reiterated Catedral.
Source : UNWTO
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