Hilton study highlights the role of technology in enhancing travel experiences

A recent research study by Hilton Honors - the award-winning guest loyalty program of global travel and hospitality brand Hilton - reveals that 50% of travellers would utilise virtual reality (VR) or augmented reality (AR) tours of their destination to get inspiration for their holidays.

According to the study, VR and AR 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%).

Hilton is a leading global hospitality company with a portfolio of 17 world-class brands comprising nearly 6,000 properties with more than 954,000 rooms, in 117 countries and territories. Dedicated to fulfilling its mission to be the world's most hospitable company, Hilton earned a spot on the 2019 World's Best Workplaces list and has welcomed more than 3 billion guests in its 100-year history.

The research study, in conjunction with research and insights company ENGINE, surveyed 2,300 travellers aged between 20-45 in 11 Asia Pacific countries and segmented by life stage. The study 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, and the study's respondents similarly anticipated future technologies to be game changers, such as:

•2 in 5 (39%) surveyed see VR and artificial intelligence (AI) as key sources that could help build knowledge among travellers in the future. With this, travellers could literally be stepping into and seeing the destination before arriving, in order to make savvy, learned decisions from the start.

•Virtual and inanimate influencers are also increasingly being considered as a valuable source of curated/branded advice, and 45% of respondents would consider adopting this as part of how they source information to decide on a destination.

•Additionally, 2 in 5 travellers believe that the use of VR and AR could help make travel more fun in the future.

The study also reveals 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.

Sarah Somerville, senior director, customer engagement, loyalty and partnerships, Asia Pacific at Hilton advises "Technology needs to be leveraged to enhance the in-hotel experience, in order for us to offer guests exactly what they want.

“Guests today expect integrated and personalised 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."

The study also reflects travellers' shifting expectations with regard to the use of digital innovations, due to the rise new technologies like AR, VR and AI being integrated into travel experiences:

•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 rebooking missed flights and managing reservation

                 Push alerts to 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'

Ben George, senior vice president and commercial director, Asia Pacific, Hilton adds "With the hospitality landscape constantly evolving and the rise of new technologies, naturally our guests' expectations when it comes to technology are also shifting.

"Hilton's 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, while at the same time maintaining that personal, human touch -- a crucial and inimitable part of the travel experience."

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 enabling 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. Additionally, in line with Hilton's 100th anniversary celebration in 2019, the Hilton Honors loyalty program welcomed its 100 millionth member this year.

Methodology of research: Hilton Honors commissioned 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. Respondents were aged between 20-45 and came from 11 Asia Pacific countries: 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). The quantitative survey was conducted between 18th April - 14th May 2019. The qualitative research was conducted amongst 40 young 'Cassandra' trendsetters, who were aged between 18-24 and came from 6 Asia Pacific countries: Australia, India, Indonesia, Thailand, Singapore and Japan. The qualitative fieldwork was conducted between 23rd - 25th May 2019.

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