Consumers battle the paradox of choice with curated offerings
Implications - Travelers today often reject a pre-packaged experience based solely on the fact that it is "pre-packaged," and therefore lacking authenticity and flexibility. However, while consumers are after something more personal, they also recognize the paradox of choice. As a result, many brands are instead offering a highly curated experience with a select few avenues for customization. This approach allows consumers to exercise choice without being overwhelmed, and feel as though they are not only choosing the "best," but the even more enticing, "best for them."
Workshop Question - How well does your brand strike the balance between convenience and customization? How could you get those two competing factors to merge more smoothly in your offering?
Trend Themes
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Curated Travel Experiences — Offering a highly curated travel experience with select customizations caters to the need of personalized yet not overwhelming travel choices.
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Customized Hotel Room Bookings — Allowing guests to choose and configure their rooms before arrival through an app enhances guest experience and adds to the hotel's level of customer service.
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Shareable Travel Experience Platforms — Creating a platform that allows users to share travel experiences, itineraries, and destination information facilitates personalized, authentic, and social travel experiences.
Industry Implications
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Travel & Tourism — Innovation in customized travel experiences and travel apps is on the rise.
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Hospitality Industry — The use of technology to enhance and personalize hotel guest experience is a growing trend.
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Mobile Application Industry — Mobile apps that cater to specific travel experiences are on the rise to offer personalization, ease of access, and shareability.
