Travel industry must fix «trust gaps» as it restarts
As consumers around the world make plans to travel again, a new study across 10 countries finds that the industry must regain their trust by addressing issues related to transparency and communication about pricing, health and safety and usage of their personal data.
Travelport commissioned the study of 11,000 travelers by consulting firm Edelman, which has analyzed consumer trust through its Edelman Trust Barometer since 2000.
“This is a once-in-a-lifetime opportunity to hit reset. You don’t get a lot of those with consumers, so it’s important we take the lessons of this study and apply them quickly to the recovery so the industry can bounce back faster,” says Jen Catto, Travelport’s chief marketing officer.
Catto says the results show that consumers have developed certain expectations around online shopping, driven by brands like Amazon, and they believe the travel industry – both agencies and suppliers – can do more to create a trustworthy e-commerce experience.
“What we learned from the study is that our assumptions around consumers being trained to purchase in the ways that they are accustomed to – through personalization, through an appropriate application of data to create relevance, through convenience and price transparency – those are things that carry over from whatever you are shopping for into the travel space, and I think our industry has been slow to adapt to that,” she says.