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The Shifting Landscape of Consumer Trends in Travel and Hospitality


As organizations make progress on delivering better customer experience, workforce experience, and partnership experience, leaders are turning to human experience (HX) to bring a stronger focus on people in all areas of these key business relationships.

Human experience innovation

Experience matters. It has always mattered. It matters most for travel and hospitality companies because experiences are core to their business-what they deliver is immersive, and it shapes how their customers view the world they live in and the places that make it special.

The Deloitte 2019 Travel, Hospitality and Services survey of 5,898 people across the hotel, airline, dining, rideshare, and rental car industries shows that experience allows companies to differentiate themselves and earn customer loyalty. Overall experience factors, such as valuing feedback, being recognized and personally addressed, and aligning to brand values, amongst others, are 2.4 times more important than price across travel and hospitality overall. Moreover, companies that focus on the human experience are 2x as likely to outperform peers in revenue growth over a three-year period.

Differentiation in an experience-driven economy isn’t about isolated silos of an organization. It’s about elevating the experience: the sum of the moments that matter—the interactions between a customer and an organization that shape the way each one feels about the other.

Download the Human Experience in Transportation, Hospitality & Services Industries.

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