Amadeus: Travelers Willing to Pay More for Personalized Journey Services
A new Amadeus study reveals that a significant portion of travelers are prepared to pay extra for personalized services and a more frictionless end-to-end travel experience.
Travel technology provider Amadeus has released findings indicating that travelers are willing to pay a premium for various personalized services throughout their journey. The research shows that approximately two-thirds of travelers would pay more on top of the total trip cost for 11 different customer service initiatives.
Topping the list of services travelers are willing to pay for are refund guarantee services, with nearly 80% expressing interest. Other highly valued services included 24/7 access to a live travel agent support line and an AI travel assistant for in-trip information and bookings.
Amadeus suggests that this insight presents significant new revenue opportunities for travel providers, sellers, and the supporting tech ecosystem. Despite global events impacting short-term demand and supply, the overall global travel demand growth profile remains positive.
The research points to a need to rethink the traditional, discrete transaction-based revenue model. Companies should consider unbundling and pricing customer service elements like custom itinerary creation or in-app support separately, as travelers increasingly value a seamless and curated experience.