Sabre Corporation released a new global travel industry study, Mapping Travel’s New Normal, which identifies prominent shifts in travel.
Across 20 countries in EMEA, APAC and the US, the wide-ranging study involved both quantitative and qualitative research with over 500 decision-makers from airlines and travel agencies – the study highlighted the different areas of focus as both sectors seek to capture opportunities for recovery and for future growth, including technological investment priorities by global regions.
Participants were questioned about the impact of the pandemic on their customers and their businesses, as well as the implications for the future of the travel industry.
The findings saw more than a third of airline and agency leaders indicating their positive outlook of travel returning to pre-pandemic levels by the end of 2024, with a further third believing it will happen in 2025 or beyond. 82% of airlines executives surveyed responded that they expect the combination of business and leisure to be even more prominent post-recovery.
Responses on “revenge travel” had 68% of travel leaders forecasting a higher spend from consumers on their future travel plans, and that travellers are considering more decision factors before committing to a trip.
More than half of agencies surveyed stated they are spending more time researching new tools, services and technologies; this is a particular area of focus in APAC, for 71% of responding agencies.
92% of travel agencies surveyed indicated that they want the support of travel technology partners to create a more seamless experience in terms of shopping, booking and fulfilment, while 89% responded that they want useful tools to personalise travel.
96% of airlines surveyed expect enhanced possibilities to offer growth opportunities and improved customer service and satisfaction scores.
Sabre’s senior vice president of airline global sales and accounts, Darren Rickey, said: “One thing that struck us as we were carrying out the research was the unprecedented pace of change in the past few months.
“This of course presents an enormous opportunity, but it also puts strains on travel businesses who must adapt their plans, processes and operations to address these potential changes,” he added.
Key trends identified by surveyed agencies include the importance of organised and connected trips to cut through travel complexities for customers; the ongoing prominence of domestic and regional travel and the challenges (and opportunities) for business travel recovery.
Major trends identified for airlines participating in the survey include increasing consumer bookings protection, the growth of “bleisure” as a catalyst for potential corporate travel recovery, and offering more sustainable flight options to meet customer demands.
Airlines are also focused on increasing domestic and regional routes, and how new product formats (organised and connected trips) can help optimise recovery opportunities while creating increasingly personalised experiences for travellers.
“Our latest Sabre research has highlighted a degree of optimism across the travel ecosystem,” said Andy Finkelstein, senior vice president, global agency sales and corporate solutions, Sabre.
“However, it also suggested that not all travel leaders may be ready for these potential changes if they happen quickly. The survey indicates that there is a clear need for agility, transformation and collaboration so that travel agencies, airlines and other industry players can ensure they are in a position to identify these changes, strategise for future growth opportunities and improve the experience for the traveller.”
With over 20 years of leadership and experience in strategy and operations across a number of leading media, advertising, and consumer-facing companies under his belt, Goldberg will return to the travel sector to innovate within the industry and leverage the platform’s reach and community trust. He foresees many opportunities to create value for travellers and partners alike.
Meanwhile, Bridge brings with her a depth of experience and knowledge having held various leadership positions during her eight years with IHG Hotels & Resorts.
Pattaya is poised to reclaim its status as one of Thailand’s top tourism destinations as the country progresses toward full reopening, opine industry insiders who draw their confidence from the city’s rebranding as a leisure all-rounder.
“The only way is up for Pattaya now,” said Matthew Fryar, general manager of Avani Pattaya, one of the city’s premier luxury properties.
“Things have been rough during the pandemic – as they have been everywhere in Thailand – due to the lack of international arrivals and restrictions on entertainment. But Pattaya has been refining its brand for a long time to give it broader appeal and that stands it in great stead as we move forward,” he added.
The rambunctious seaside destination – a long-term favourite for tourists due to its proximity to Bangkok and its wide selection of hotels, restaurants, golf courses, and other leisure options – has undoubtedly had a challenging time during the pandemic.
Pattaya was the birthplace of mass tourism in Thailand and was especially popular with Chinese groups before the global health crisis, with some estimates putting monthly arrivals from China at around 800,000 per month at their peak.
International arrivals have been limited for much of the last two years. Thailand’s ongoing nightlife ban and its restrictions on restaurants and other venues, meanwhile, have had a devastating impact on the city’s vital entertainment sector.
However, with restrictions easing within the country and Thailand dropping entry requirements such as PCR tests for international arrivals, Pattaya is set for tourism recovery. The destination is also poised to reassert its appeal as a popular spot for Indian weddings and corporate events.
“Pattaya’s vibrancy and uniqueness put it in a strong position to bounce back from the pandemic,” said Vitanart Vathanakul, CEO of the Royal Cliff Hotels Group and Pattaya Exhibition and Convention Hall (PEACH).
Indeed, Pattaya insiders point to several factors working in the destination’s favour moving forward – not least attempts by city authorities led by mayor Sontaya Kunplome to improve infrastructure and spruce up popular areas such as the main beach.
The mayor has invested in a “Neo” or New Pattaya, a business and leisure hub with smart capabilities modelled on destinations such as Miami, Singapore, and Abu Dhabi.
Attention has been drawn to beach renovation projects, ring roads, the Bali Hai pier transformation, and the upcoming high-speed rail link to Bangkok as examples of a Neo Pattaya generously funded by Thai and foreign investors in the three-province Eastern Economic Corridor (EEC).
Several prominent international businesses are already investing in the EEC, and more are planning to join. The ultimate goal is for the EEC to be an innovation hub that will fuel Thailand’s economy.
“These developments will elevate Pattaya as a MICE-destination and bring in more interesting events and conferences,” Vitanart told TTG Asia.
While the future looks set to bring remarkable changes, the evolution of Pattaya as a destination is already noticeable. On North Pattaya Road, the retail landmark Terminal 21 opened in 2018. Forthcoming highlights, meanwhile, include the world’s first Columbia Pictures Aquaverse, a major waterpark.
“The pace of change is remarkable,” added Fryar, whose own hotel, Avani Pattaya, is located in the nerve centre of Pattaya along the cleaned-up Beach Road. “Traditional businesses have been supplemented by lifestyle cafes, smart beach clubs, and new malls such as Terminal 21. New family attractions are opening all the time. All of this is forcing the destination to evolve.”