There’s no disputing that the travel industry has been disrupted by technology in recent years, with the way consumers book and travel has changed dramatically. Thanks to online travel agencies rising to meet this need, travelers can now compare prices and book flights, hotels, and rental cars from the comfort of their homes. With the advent of mobile apps, travelers can now access travel information and booking tools on the go.
Technology innovation has made it easier and more convenient for people to travel, but it has also created new opportunities for businesses to reach and engage with these travelers. For example, airlines and hotels are now using social media to promote their products and services, and travel apps are embedding travel insurance into their platforms.
Travel Innovation Around the Booking
One of the most significant trends in travel booking is the rise of online travel agencies (OTAs). OTAs such as Expedia and Booking allow travelers to compare prices and book flights, hotels, and rental cars from a single website. This convenience has made OTAs the preferred booking method for many travelers.
Mobile app use is increasing in the booking space, with apps such as Kayak and Hopper allowing travelers to book their flights, hotels, and rental cars from their smartphones or tablets. This convenience has made mobile booking the preferred booking method for many travelers.
The Connected Trip
The concept of the connected trip refers to the integration and seamless connection of various travel components, such as flights, accommodations, transportation, and activities, into a single itinerary or booking. Various companies in the travel industry have discussed and implemented this concept as they strive to enhance the travel experience for customers.
The connected trip uses technology to provide travelers with a seamless and personalized experience. This includes using mobile apps to book flights and hotels through facial recognition to check in for flights. The goal of the connected trip is to make it as easy as possible for travelers to get from point A to point B while providing them with the information and services they need to make informed travel decisions.
There are many benefits to the connected trip for both travelers and businesses. The connected trip can make it easier for travellers to find and book travel, manage travel plans, and access information and services while on the go. This saves them time and money and makes their travel experiences more enjoyable.
For businesses, the connected trip can help increase sales through upsell and cross-sell opportunities, reduce marketing costs and stay top-of-mind for anything travel related, and improve customer satisfaction by addressing all travelers’ needs under one roof. Businesses make booking travel much easier by providing travelers with the information and services they need in the booking pathway.
The concept of the connected trip is gaining traction in the travel industry. It will likely become even more commonplace, with the connected trip becoming more seamless and personalized as technology evolves.
How Embedded Insurance Fits Into the Connected Trip
Embedded insurance is a growing trend in the travel industry. More and more people book their travel online or on mobile devices, and embedded insurance is an increasingly important part of the travel booking process.
To the consumer, embedded insurance protects them from unexpected events related to the booking they are making, such as flight cancellations, lost luggage, or medical emergencies. To the OTAs, embedded insurance generates opportunities for increasing revenue and customer loyalty.
Embedded insurance is a natural fit when offered as part of the connected trip. Whether it is offering the right insurance product that goes hand in hand with the travel plan or whether it is offering the most relevant insurance product at the right time, the ways in which insurance can be embedded into the connected trip are limitless. For example, an OTA might offer flight cancellation coverage to go together with the airfare to Copenhagen and add event cancellation coverage to the Metallica concert. A traveler might decide to pass on extreme sports when making the flight and accommodation arrangements to Thailand, but when taking the trip and realizing the amazing diving spots they are missing, they may want easy access to the coverage they were offered before.
By taking its rightful place as an important part of the connected trip ecosystem, the opportunities for embedded insurance are endless as OTAs seek to create a seamless, personalised experience to meet the needs of the increasingly sophisticated traveler.
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