Could a super-app reimagine travel?, ET TravelWorld News, ET TravelWorld

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With increasing options, booking travel has become a complex dance of navigating multiple apps, websites, reviews and ad campaigns. It makes the desire for a seamless travel experience more prevalent than ever, especially among Indian travellers who are increasingly tech-savvy and expect convenience at their fingertips. Could a travel superapp be the answer? At first glance, the concept of a travel superapp could be seen as another buzzword, but not really. Let’s dive into the intricacies of this question and explore whether such an app could be a game-changer for the Indian travel industry.

Travellers want convenience
According to Accenture’s latest research titled “The travel industry’s new trip,” almost all (97 per cent) Indian travellers want something that will offer one-stop, integrated access to a whole range of travel-related services, including personalized, inspirational destination ideas, flights, dining and everything in between.

India is a vibrant and diverse country with both luxury-seeking and value-focused travellers as well as a rapidly growing middle class that loves to travel. Whether it’s a weekend getaway to the hills, a pilgrimage to sacred sites, or an international adventure, travel is an integral part of the Indian lifestyle. However, the process of planning and booking these trips can be a nightmare. A large majority (74 per cent) of Indian travellers express dissatisfaction with the current planning options, citing the complexity of the booking process as the biggest hurdle.

Arranging flights, hotels, car rentals, and activities often requires separate payment and reservation processes, making the experience highly siloed. This fragmentation not only adds to the time and effort required but also detracts from the joy of planning a trip. Almost three quarters (73 per cent) of travellers pointed to the lack of convenient bundling options as their biggest challenge, highlighting the need for a more integrated solution.

Navigating complexity
Booking is often the most complicated stage of a journey for travellers, with 56 per cent finding it highly siloed and cumbersome. Arranging each part of a trip—hotels, flights, activities, restaurants, and car rentals—currently requires separate payment and reservation processes. This fragmented approach not only adds to the complexity but also increases the likelihood of errors and oversights. A travel superapp could streamline this process, providing a seamless experience from planning to execution.

According to Accenture’s survey, 63 per cent of travellers find the process of using various tools cumbersome. This complexity is exacerbated by unwanted notifications and promotions, with 61 per cent of travellers complaining about the constant bombardment of irrelevant information.

Moreover, the lack of options for customisation or filtering content adds to the time required to make decisions, and in some cases, prevents travellers from making decisions at all. This is a critical pain point that a superapp could address by offering personalised recommendations and streamlined user interfaces.

The role of gen AI
The rapid advancement of generative AI (gen AI) offers exciting possibilities for enhancing the travel experience. For instance, gen AI can analyse vast amounts of data to provide personalised recommendations, streamline booking processes, and even predict travel trends. By leveraging artificial intelligence (AI), a travel superapp could offer unparalleled convenience and efficiency, making it a must-have for modern travellers.

For example, AI-powered agents could assist users in planning their trips, answering queries, and making real-time adjustments to itineraries on-the-go during any unforeseen disruptions. Additionally, AI algorithms could optimise pricing and availability, ensuring that travellers get the best deals on flights, hotels, and even experiences.

The path forward
The journey towards creating a successful travel superapp will be fraught with challenges, but the potential rewards are immense. By addressing the pain points of fragmented booking processes, complex navigation, and data privacy concerns, a superapp could revolutionise the Indian travel industry.

To achieve this, travel companies must focus on the following key areas:

1. User experience: A seamless and intuitive user interface is crucial – it can be powered via contextual human-like interactions powered by generative AI. The app should be easy to navigate, with clear menus and minimal clutter. Personalised recommendations and streamlined booking processes will enhance traveler experience and encourage repeat usage.

2. Data security: Implementing robust data protection measures and transparent data policies will build trust with users. Regular security audits and updates will ensure that the app remains secure against evolving threats. Having one place for travellers to manage their data, enabled by zero-trust security approach, will encourage them to share their preferences that can lead to further personalisation opportunities.

3. Intelligence integration: Leveraging generative AI can enable highly personalised recommendations, provide optimally priced packages as per traveler’s budget, and streamline inter-connection of myriad booking components. This will distinguish the superapp value proposition.

4. Localisation and personalisation: India is a diverse market with geographically diverse and thematic travel offerings. Understanding the diverse preferences and needs of each Indian traveller is crucial. The generative AI powered app can offer heavily localised content, vernacular language support, and region-specific recommendations to cater to the varied tastes of the Indian market.

5. Partnerships: Collaborating with airlines, hotels, car rental companies, service providers – especially local / cultural experience providers will ensure a comprehensive range of offerings. Strategic partnerships with authentic providers enriched by generative AI enabled real-time information at travellers’ fingertips just like local guides can transform their experiences.

A modern tool for the modern traveller
The vision of a travel superapp, powered by generative AI, that reinvents travel at every stage of the trip – from initial inspiration to a seamless return home is within reach. As the Indian travel market continues to grow rapidly, the demand for such an app will only increase. By addressing the current pain points and harnessing the power of gen AI, a travel superapp could become an indispensable tool for modern travellers.

The author is the Managing Director and Lead for Travel industry, Advanced Technology Centers in India, Accenture.

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