17
DIGITAL | EUROPE HAS FAR MORE ADOPTION/INTEREST IN TECHNOLOGIES THAT STREAMLINE CUSTOMER
JOURNEY THAN AUTOMATE CUSTOMER INTERACTIONS, BUT MIDDLE EAST VERY POSITIVE ON ALL TECH
Note: Net score values for Europe and the Middle East are not additive to calculate the EMEA net score, due to the significant differences in the number of respondents between them
Source: AlixPartners 2024 Consumer Priorities Survey
KEY INSIGHTS
• Large divergence in adoption and interest in all digital
consumer tools between Europe and ME
• Europe: Much greater adoption and openness to
using technologies that streamline the customer
journey (e.g. digital payments, using a mobile app, or
presentations that give more insight into a hotel or
activity or destination)
• Greater negativity around technologies that may
give the operator benefits but are impersonal for the
customer (e.g. chatbots, push notifications)
• Negativity around AI, but may be due to current lack
of use cases that truly streamline the customer
journey, rather than people not wanting to use it
(ever)
"WHICH OF THE FOLLOWING TECHNOLOGIES OR APPLICATIONS DO YOU USE OR ARE YOU INTERESTED IN?"
(OVERALL EMEA RESULTS)
+3
THE DIGITAL FUTURE
Chatbots AI Push notifications Interactive
presentations
Digital Payments Mobile apps
31% 20% 32% 17%
27% 25% 32% 17%
36% 16% 30% 18%
23% 30% 30% 17%
57% 16% 20% 7%
46% 20% 22% 12%
I already use it I don't use it but am open to using it I don't use it and am not interested in it I don't know this technology/ Not applicable
+2 +4 +46
+6 +32
To create
my
holiday
plans
To
preview
places I
am
travelling
To
research
products
To
suggest
new
products
To find
better
promotions
/ deals
To
generate
gift ideas
To
translate
menus in
restaurants To test
how
products
look on
me
Other
10%
11%
19%
12%
10%
9% 9% 9%
11%
How consumers are using AI currently Relevant/somewhat relevant for
travel operators
-3 -1 +44
+2 +28
-2
EMEA
Europe
+48
+41 +58 +68
+57 +67
Middle East