Traveler preferences: Human interaction vs. digital in travel

A recent Phocuswright report shows that travelers prefer human interaction over digital interfaces for certain aspects of their trip

Phocuswright's latest report, Travelers and Tech 2024: Attitudes and Usage, reveals that travelers are not yet ready to fully embrace digital interfaces, especially for customer service. While AI chatbots are gaining popularity, human interaction is still preferred in certain areas.

Key takeaways

• Digital tools are preferred for tasks such as checking in, getting directions, and changing bookings, but for activities such as tours, customer service, and restaurant orders, travelers prefer human assistance;
• Travelers under the age of 55 and early tech adopters are more likely to use digital interfaces, but preferences vary for tasks such as baggage handling and local transportation, suggesting the need for a balance between digital and human service;
• Mobile apps are more popular than websites for digital check-in, but self-service kiosks and facial recognition have yet to catch up with traditional check-in methods in terms of adoption;
• High-speed Internet is the only essential technology for most travelers, while other digital conveniences are considered nice-to-haves. Most travelers are also not looking for virtual concierge options for customer service.

Get the full story / report at Phocuswright