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According to new independent research commissioned by Travelport, consumers want the travel industry to get modern. The study, entitled “What Consumers Want,” revealed multiple gaps that explain the lacking trust customers have in travel retailers, namely the lack of simplified and intuitive experiences, easy support and transparency. For the travel industry, this insight offers valuable considerations and opportunities to generate more sales and customer loyalty. “The travel industry is poised to build on the goodwill it earned during the pandemic by getting modern and giving consumers the simple, easy and supportive experience they expect,” said Jen Catto, Chief Marketing Officer at Travelport. “According to new research commissioned by Travelport, customers prefer shopping in every other retailing sector over travel. Now that the industry is recovering, there is an enormous opportunity for travel brands to reinvest in their customer experiences, earning them customer loyalty while increasing their revenue simultaneously. It’s a win-win.” Supporting the belief that ‘time is money,’ Travelport’s study confirmed consumers spend more time online searching rather than buying — consulting reviews, seeking recommendations, and looking into other factors of what an offer includes. The study revealed that the majority (69%) of consumers research a purchase online daily or weekly, with very few (only 2%) stating that they never research a purchase online. Travelport also found that nearly all consumers (93%) believe that the best modern retailers make it easy for them to find exactly what they want. With various options available for every aspect of a trip, this is particularly crucial for travel retailers. Full transparency is what most consumers (90%) desire most, meaning modern retailers must share full product information upfront in order to help consumers save …

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