3 Tips to Tackle the Do-it-Yourself Travel Trend

These days, travelers are deeply engaged in the trip planning process. They’re online looking for inspiration, searching for deals, and actively creating custom getaways. While they still have access to plenty of “package deals” through OTAs and travel agencies, it’s easier than ever for holidaymakers to go it alone—managing their costs and incorporating the trip components that are most important to them.

Here are some tips for suppliers who want to accommodate their customers’ appetite for the a la carte:

1. Deliver Simplicity and Value

Skift’s Megatrends Defining Travel in 2016 delves into consumers’ zest for the “fast and casual.” People are taking more control of their purchases—from meals to on-the-road technology—so more suppliers are enabling their customers to take a DYI approach in selecting services. What does this look like? For an airline, it could be letting customer which perks they prefer: free back checks or seat upgrades.

It’s important for suppliers to recognize that customers want to spend their money where they want to spend it. Simplifying the experience for them enhances their experience with their brand—and results in more efficient operations. Read FAQs About Lifestyle Branding in the Travel Industry and It’s All About Me: Personalization in Leisure Travel for more on meeting customers’ changing preferences.

2. Offer Flexible Payment Options To Capture Market Share

Part of remaining competitive in today’s marketplace is adopting a flexible pricing strategy. And that’s because part of piecing together a budget-friendly vacation today is finding preferred flights and accommodations and booking them while prices are “hot.” The fact is, not every customer can afford to pay in full, up-front—and they don’t have to, thanks to the low-deposit offers increasingly offered by OTAs. Suppliers are rethinking their strategies and experimenting with new ways to make it easy for customers to consume and engage with their brand without breaking the bank.

To learn more about the rise of the low-deposit booking trend, read WEX Travel Presents Insights on Adopting a Customer-Centric Payment Strategy at TTE 2016. The topic is also explored in Travel Managers Adapt Payment Strategies to Meet New Supplier Demands.

3. Don’t Forget the Big Spenders

Budget constraints aren’t the only reason many trip planners avoid the prix fixe vacation. Even those with deeper pockets have a growing appetite for building custom experiences. The article DIY Luxury: Trends for Big Travel Spenders on AdventureTravelNews drives home the fact that affluent travelers are actively planning trips that feed their sense of adventure, stating that they “continue to seek custom itineraries with ‘bucket list’ caliber experiences.” And they’re using the Internet more than any other source for making travel plans, suggesting their willingness to get involved in the booking process.

Luxury travelers are not spending their days relaxing in their lavish hotel rooms—many are getting out to enjoy private excursions like day drips. In fact, the article highlights these on a 2013 Google travel study finding that the top features considered most important when choosing destination include “activities specific to my interests,” “New experiences/food/etc. to try,” and “Able to relate to the destination on a personal level.”

All Wrapped Up?

The Internet has helped commoditize travel such that consumers can quickly book the best deals at the “best” places, whether they’re found via metasearch engines, supplier websites, or OTAs. Travel companies are eager to set their services apart so their value props stand out. And at the moment, at least, a great way to catch customers’ attention is to give them the reigns and let them control their experience with ease.