Hilton 2023 research: Travellers want technological-human innovations balance

KUALA LUMPUR: Today’s travellers are looking for a balance of technological and human innovations, deeper connections and care embedded wellness experiences and more, based on Hilton’s global research.

According to the study, 84 per cent of global consumers hope to travel just as much – or more – in 2023.

Hilton’s 2023 trends report, “The 2023 Traveller: Emerging Trends that are Innovating the Travel Experience” revealed the latest consumer expectations following a year in which travellers showed up in record numbers.

Hilton president and chief executive officer Chris Nassetta said the 2023 trends report showcases travellers’ evolving preferences and how eager and optimistic they are about their future adventures.

“Our Hilton team members are ready to welcome them and create a great stay experience at our more than 7,000 properties worldwide,” Nassetta said in a statement.

The new report is the result of evaluating both quantitative and qualitative data research paired with insights collected by more than 7,000 travellers worldwide in a survey commissioned by Hilton and conducted by Material, a global strategy, insights, design, and technology partner.

The survey also uncovered four consistent themes for 2023 travel, driven by traveller experiences over the last three years, namely, they will turn to travel for a deeper, more engaging, human experiences and connections; they will recognise travel as an essential part of their wellness routine; they want to be taken care of, and lastly, they want frictionless travel innovations that are both technology- and human-led.

In 2023, travellers will focus on travel to create deeper connections with family, friends, colleagues, customers, cultures and the planet.

Forty-nine per cent of respondents want to be immersed in local culture and products while travelling. This applies particularly to travellers from China (65 per cent) and Australia (54 per cent) and to a lesser degree from Japan, 23 per cent.

In addition, overall wellness remains a priority with 50 per cent of respondents seeking to align travel with their holistic wellness goals and priorities.

Hilton’s global research found that 56 per cent of travellers surveyed will prioritise to adopt solutions that make travel easier with 59 per cent of respondents from China preferring to have friction points reduced the most.