The Growth Distillery, in partnership with research firm Verve, has released a new study positioning ‘technographics’ (the analysis of consumer interactions with technology) as a strategic tool for the travel industry.
Titled Technographics: Travel, the research finds that tailoring digital experiences to match consumers’ technological comfort levels can reduce friction across the booking journey and increase customer satisfaction and retention.
Technographics: Travel
The study reports that while 80% of Australians consider travel very important, over 40% do not enjoy the booking process. This discontent has broader implications: one-third delay making bookings, half are more likely to abandon a purchase, and 50% are less likely to recommend the brand.
By leveraging technographic profiles, travel brands can address these challenges more precisely. The study highlights three main opportunities:
Increasing consumer appeal by up to 40% by catering to both tech-savvy users and those who prefer human interaction.
Doubling the engagement of less tech-trusting customers through simplified, transparent booking interfaces.
Boosting next-purchase likelihood by 33% through personalised, enjoyable experiences before, during, and after the trip.
Dan Krigstein, Director of The Growth Distillery, said: “As technology continues to increase its sway over not just what, but how and where we shop, it is essential for brands to understand the nuanced relationship between where technological intervention enables, but more importantly inhibits purchase behaviour.”
The Growth Distillery is an independent think-tank supported by News Corp Australia.