Amadeus identifies the main causes of stress for travelers
23-11-24
A recent global survey entitled “Friction Removed”, conducted by Amadeus, has revealed the main sources of stress faced by travelers during their journeys. The results show that there is no single dominant cause, as friction experiences vary according to individual needs and perceptions. Among the most prominent concerns of U.S. travelers, handling delays and cancellations leads with 68% of mentions, followed by total trip cost at 50%, coordinating group travel at 47%, airport security and border controls at 46%, and finding suitable accommodations at 38%.
The study also reveals that business travelers tend to experience higher levels of stress compared to leisure travelers. Top concerns for this segment include comparing prices on different platforms, understanding fees and taxes and identifying suitable accommodation options, with these being more pronounced compared to leisure travelers. In addition, the level of stress can vary significantly by age and experience. For example, 49% of Generation Z travelers highlighted finding suitable routes and schedules as a major source of friction, in contrast to 35% of those over 65 who noted the same.
Technology plays a key role in reducing these difficulties by addressing the most common gaps in the traveler experience. Resources such as mobile apps for planning, automatic rescheduling of itineraries in the event of delays, digital baggage tracking tags and integrated airline/hotel reservations are seen by respondents as critical tools for minimizing stress. However, the survey underscores that, despite technological advances, human interaction remains highly valued in certain aspects of travel, such as security and border checks, hotel check-in and check-out, and customized trip planning.
Leisure travelers, in particular, emphasized the importance of the human touch in experiences such as family vacations, accessibility-focused travel, cruises, solo travel and group arrangements. According to Rajiv Rajian, Amadeus executive vice president and chief commercial officer for the Americas, “Our goal is to improve the travel experience for everyone, everywhere. While technology plays an essential role, the human touch is still essential to ensure a smooth and satisfying experience.
Robert Buckman, Senior Vice President of Consulting Solutions at Amadeus, emphasized that “technology can make a significant difference in overcoming travel challenges. By innovating together with our customers and partners, including airports, hotels, airlines and corporations, we seek to integrate data across the entire travel cycle to break down the silos of the current ecosystem.”
The report concludes that the combination of technological innovation and personalized attention is key to eliminating friction and ensuring a more seamless travel experience, tailored to each individual's unique needs. Amadeus reaffirms its commitment to working on end-to-end solutions that address key stress points and offer an ideal balance between digital efficiency and human empathy.
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