Z世代无缝旅行：未来导航

James Lemon Global Lead for Travel & Leisure As Global Lead for Travel & Leisure, James ensures potential & existing Stripe customersbenefit from improved customer experiences, innovate faster & build moreproductive operations. Prior to Stripe, James had 15 years of travel industry experience, including founding &exiting mentoring & peer-to-peer platform start-up, Otolo, and working across the travelindustry including hotels, property management, tech, and advising start-ups & Private Equity. James is a regular passionate speaker in travel, having spoken at Websummit, Phocuswright,Travolution, Mews Unfold, Arival, HEDNA, and many industry webinars and podcasts.His previous industry experience includes Hostmaker, as COO of the short stay propertymanagement company that launched Marriott Homes & Villas, plus leading commercial andstrategy teams for hotel chains (IHG) and traveltech (Travelport). James is also kept busy as afather of 2 and based in Wimbledon in the UK. Danny Jennings Head of Customer Experience Service Line As Global head of Customer Experience at Ciklum, Danny works with our clients to buildProduct Strategies and digital experiences that beat the competition and win in the market. Danny has been building products that customers love for the last 15 years across Telco,Martech, Retail, B2B SaaS and Travel. Starting life as a consultant and moving intoHead of Product roles in multiple companies, Danny has launched products forhousehold names across the FTSE and generated hundreds of millions in revenue. Contents 06Understanding frictionless travel SECTION 02 07Mapping the customer journey SECTION 03 13Challenges and considerations SECTION 04 Disruptors and innovators 16 IN SUMMARY 17What does the future hold forfrictionless travel? Introduction The travel industry is experiencing a major transformation as it begins to return to levels ofpopularity not seen since before the COVID-19 pandemic.According to UN Tourism,international tourism had returned to 88% of pre-pandemic levels by the end of 2023,and is expected to make a full recovery by the end of 2024. Much of this strong bounce-back is being fueled by the entrance of Generation Z into theglobal marketplace. Gen Z is generally regarded as those born between 1997 and 2012,meaning that most of them are now in their teens or early 20’s, and therefore are starting tohave their own money to spend on travel and holidays. The buying power of this generationcannot be underestimated: they currently make up around 32% of the world’s population,according to Qureos; andSnapchathas found their global buying power is already worthmore than $450 billion-and will only grow in the years to come. $450Billion Gen Z is far more digitally native than those that preceded them, and thatis driving major changes in what consumers expect from travel companies.In particular, frictionless experiences—meaning smooth, effortless, anduninterrupted interactions throughout the entire customer journey, from initialresearch to post-trip activities—are increasingly regarded as essential.These experiences, supported by seamless technology (especially for mobile),are crucial not only to meet consumer demand, but also to respond to increasedcompetition from disruptive new players. This guide explores the brave new world of frictionlesstravel, and the role that technology and seamlesspayments have to play within it. Understandingfrictionless travel First of all, it’s important to understand the concept of frictionless travel and how it works inpractice. It refers to the idea of making the searching, booking, and traveling experience asseamless and convenient as possible, and tailoring trips to individual preferences with only thebare minimum of human intervention involved. In the main, this means that travelers can manageevery part of their trips by themselves using technology like mobile apps. This is especially important for Gen Z, who place somuch emphasis on technology and the internet intheir day-to-day lives. They expectinspirational travel opportunities,bookable in an instant andshareable on socialmedia, and experiences that reinforce their digitalidentities, all supported by self-service optionsacross all touchpoints. App functionality and integrated technology,developed throughexperience engineering, is keyto making that happen. According to Morning Consult, 52% of Gen Z are already frequent travelers, which is the sameas Millennials. However, the same research has found that Gen Z has a lower level of trust in thetravel industry than Millennials; this is down to a range of reasons, including a lack of trust inpricing, a lack of clarity around when payments will be taken, or limited recognition of regular andreturning customers.This means that travel firms have work to do in delivering experiences thatGen Z can believe in and buy into. Mapping thecustomer journey Technology is already starting to influence every area of the customer journey