Accenture just launched research – which reveals that almost one in 7 (66%) travellers said they’re dissatisfied with the planning options available to them today. Booking is by far the most complicated stage of a journey for travellers (48%). Today, it still tends to be a highly siloed process, as arranging each part of an overall trip—hotels, flights, activities, restaurants, and car rentals—requires separate payment and reservation processes.
In the report they focus on how generative AI (gen AI) can remove the friction that travellers currently experience.
Other key Findings include:
- Almost two-thirds (64%) of the travellers say that lack of bundling options to create a seamlessly connected trip is their biggest challenge.
- 97% of travellers want a travel “superapp”. They want something that will offer one-stop, integrated access to a whole range of travel-related services, including personalized, inspirational destination ideas, flights, dining and everything in between.
- But 61% of travellers also say that they find navigating apps and websites complex. And 56% say that the lack of options for customization or filtering content adds to the time required to make a decision and, in some cases, prevents them from making a decision at all.