Our friends at PSFK Labs have defined the future of traveling in their The Future of Travel 2016 report examining how virtual tech can provide customers with instant access to products and services.
Today, anyone can venture to far-off destinations from the comfort of home by skimming through global cuisines on Instagram, ziplinning through a rainforest in virtual reality or by taking a 360-degree hotel tour via desktop. Virtual technologies that transport us from our screen to a beachfront instantaneously are offering travelers a more authentic and inspiring look into the local culture of these intended destinations.
Rather than gather suggestions from travel agents, prospective travelers can manage a digital stream of tips and reviews for self-guided research beyond the initial consideration to plan a trip. In PSFK Labs’ new report, The Future of Travel 2016, they delve into the implications of these apps and gadgets that indicate a new era of travel discovery.
In looking at digital interactions as a potential paying customer, brands can leverage the opportunities to transport people to far-flung locations and instill greater confidence in their decision-making process. Any questions or qualms one might have prior to planning and booking a trip can be answered by a virtual experience and provide an extended level of reassurance before committing to a purchase.
Lumoid, for instance, lets customers test travel gadgets from cameras to lens, prior to committing to a larger investment of gear. Travelers or photo enthusiasts can search and discover items based on the type of trip and purpose, whether they’re taking a weekend trip upstate for a wedding or a solo backpacking trip through Central America. The company helps customers avoid buyer’s remorse by allowing them to try-on multiple items for up to two weeks before making a decision. The at-home rental fee is typically below $50/day, and can be applied to purchase if they decide to keep the goods.
Other companies are leveraging new tech like VR to let people try products before purchasing in a way that’s both novel and pertinent. Fiat Brazil, in partnership with Isobar, created the “Live Store” to connect shoppers and experts in a virtual test drive guided by remote staff. Like shopping in-store, a sales associate wearing a micro-camera offers customers a first-hand tour of various Fiat models.
According to Fiat, 70 percent of its customers start their research online before going to a dealership, so the Live Store delivers this more omni-present end-to-end experience they seek out while shopping.
With new ways to reach customers from SMS to face chatting, German airline Lufthansa is experimenting with augmented reality for iOS to promote the added space in their Premium Economy section. After downloading the app, travelers launch the experience by drawing and scanning “something that flies” to see a Premium Economy seat appear on screen, allowing viewers to zoom in, rotate and learn more.
While the planning of any big trip is an exciting process, the investment associated with it makes people want to ensure they have done their due diligence. Any brand or service that can assist them in this pre-booking process is sure to win favorably for saving them both time and effort.
Brands can think about helping travelers try before they travel by:
- Syncing users’ profiles to allow guests to quickly pick up where they left off in a booking process from any device.
- Following booking, allow travelers to download itinerary or pertinent travel information (hotel address, contact information) to their mobile devices for offline access while on the move.
- Considering how information from the booking process completed on mobile or a desktop can transfer into emerging devices like wearables, for access and recognition after arriving on a property.
- Ensuring loyalty information is recognized and factored into any purchase experience across devices and platforms
With more options than ever before, “customers relish in the opportunity to try [services] before committing to purchase,” said Blinkbox CEO Michael Cornish.
