Digital Natives changing the face of travel study shows

Report from Amadeus shows that digital natives make new demands on travel and tourism sector

Tags: AmadeusAugmented realityE-commerceSocial networking
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Digital Natives changing the face of travel study shows Digital Natives represent a challenge for the travel industry, according to the report.
By  ITP.net Staff Writer Published  November 6, 2010

The emergence of ‘Digital Natives', will raise new challenges for the travel and tourism sector, according to a study by Amadeus.

The travel technology company says that Digital Natives, those born into an era where computers and mobile phones are the norm, will make different demands on travel companies than previous generations, including how travel companies use technology to market travel.

Amadeus conducted the study with trend forecasting firm, PeclersParis, to analyse the demands of Digital Natives, also known as ‘millennials'. The study found that Digital Natives look for information and make buying decisions for things like holidays, flights and hotels, based around a range of factors, such as personalisation of content, delivery of services to mobile devices, and rely more on social networks and other online communities to guide those decisions.

"The report is an eye-opener and offers a window of new opportunity for the travel industry in the region. The future trends depicted in this report will have a resounding impact on the Middle East, more so because of the growing Arab youth population. The technological challenges involved in meeting these new requirements are enormous and as the region's leading technology provider to the travel sector, Amadeus is positioned competitively to respond these needs," said Antoine Medawar, Vice President, Amadeus Middle East & North of Africa.

Among the key findings of the report were that digital natives look for personalised offerings from travel providers, and want the convenience of accessing data online. they also are more likely to use comparison sites to get the best deals, and want sites that offer other conveniences like being able to save data or that use real time communications with travel agents.

Digital natives also use social networks to help guide decisions, and are better informed about travel through use of these networks, and want richer, more interactive travel solutions, including things like augmented reality, particularly on mobile platforms, so that they can access data and make connections as they travel.

The report summary is available here.

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