Gen Y travellers from Asia Pacific are enthusiastic about using digital innovations brought by technologies such as augmented and virtual reality (AR and VR) as well as artificial intelligence (AI), and integrating them to their travel experience.
This was one of the key takeaways from a new study commissioned by Hilton Honors, the global loyalty programmed of the Hilton hotel chain.
The study revealed that one in two travellers (50%) would use VR or AR tours of their destination to get inspiration for their holidays. The two technologies are the most-considered sources of travel inspiration for the future, outstripping other sources, such as recommendations from locals (44%) and word of mouth (37%).
It further revealed that 2 in 5 travellers believe that the use of VR and AR could help make travel more fun in the future.
“Guests today expect integrated and personalized digital interactions across channels throughout their travels, which is why digital innovation is playing an increasingly critical role in ensuring a steady stream of new guests, and loyal guests that repeatedly stay with us time and again," said Sarah Somerville, senior director, customer engagement, loyalty and partnerships, Asia Pacific at Hilton.
Indeed, the study showed that virtual and inanimate influencers are increasingly being considered as a valuable source of curated/branded advice, with 45% of respondents saying they would be adopting this as part of how they source information to decide on a destination.
Already, the study noted that 2 in 5 (39%) surveyed see VR and (AI) as key sources that could help build knowledge amongst travellers in the future. With these technologies, travellers could literally be stepping into and seeing the destination before arriving, in order to make savvy, learned decisions from the start.
Shifting traveller expectations
Hilton Honors commissioned research and  insights company ENGINE to conduct a quantitative survey of 2,300 respondents who travelled for leisure at least 3 times in the last 12 months, and intended to take another 3 trips in the coming 12 months.  The survey was done between April 18 and May 14, 2019
Respondents were aged between 20-45 and came from 11 Asia Pacific countries:Â Australia,
India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea,
Thailand and Vietnam.
Life stages were broken down by Singles, Couples (with a partner/spouse and no children) and Young Families (aged 20-35 with a partner/spouse and at least one child).
Researchers  explored the travel motivations, aspirations and expectations of the region's most active travellers, comprising an extensive quantitative survey and in-depth interviews with Gen Y travel tastemakers.
The hospitality industry is seeing the rapid rise of cutting-edge technologies that have the ability to inspire, inform and improve all aspects of the travel experience.
"With the hospitality landscape constantly evolving and the rise of new technologies, naturally our guests' expectations when it comes to technology are also shifting," said Ben George, senior vice president and commercial director, Asia Pacific, Hilton.
He added: "Our innovation-led approach to hospitality has led to the integration of digital features into every aspect of the travel experience, such as Digital Check-In and the Hilton Honors mobile app. As first and foremost a business of people serving people, we want to use technology to create a seamless guest experience, whilst at the same time maintaining that personal, human touch -- a crucial and inimitable part of the travel experience."
Game-changing tech on the horizons
Meanwhile, the study also noted the untapped potential of AI, especially with younger travellers, who seek individualised experiences, and put together their trips almost exclusively via digital means – 54% of youths believe AI improves their travel experience, and 49% of youths believe AI helps them build knowledge.
This enables travellers to focus on actual adventures and experiences, and less on the planning phase. Additionally, the study found that 39% of travellers perceived AI and 40% perceived Smart Sensors to be able to impact their overall travel experience most significantly in future.
"Technology needs to be leveraged to enhance the in-hotel experience, in order for us to offer guests exactly what they want," said Somerville.
Below are some note-worthy findings from the study:
- Over half (51%)of APAC travellers feel that hotel brands could adopt more tech-related services to enhance every aspect of their travel experience, including: those that 'speed up their check-in' and 'manage their whole trip better'
- An overall more seamless travel experience, in the areas of:
- Ease of rebookingmissed flights and managing reservation
- Push alertsto guests' mobile devices when needed
- Furthermore, 44% of APAC travellers think technology should be used 'to inspire me on where to go at the destination'
- An overall more seamless travel experience, in the areas of:
Responding to the growing demand for digital to be integrated into the travel experience, Hilton offers Hilton Honors members a range of features to make their stays more convenient, enjoyable and personal.
Housed on the Hilton Honors mobile app, these include Digital Check-In and Digital Key -- which enable guests to select their rooms on the app, and access their rooms directly using their mobile devices. Also, Hilton's own Innovation Gallery is a first-of-its-kind incubator and experiential showcase for cutting-edge product developments that will shape the future of Hilton hospitality.
