Time pressure, the need for convenience and value for money came out as the top concerns driving customers’ choices when they travel, as they have done for a number of years.
According to the research wellbeing and sustainability are growing in importance. Consumers are increasingly reliant on digital as they expect to receive information instantly, and for things to happen seamlessly.
The research revealed five major trends that are shaping consumer behaviour:
- Customers that are eager to travel now see F&B as an integral part of their holiday experience
- There is a continued increase in digital competency across all demographics
- Sustainability and wellbeing have grown in importance to customers
- It remains important to have a tiered offer approach to pricing
- There is still work to be done on closing the gap on the high-street
SSP’s ‘Food Travel Insights Survey’, the largest customer survey in the company’s history, was based on interviews with 18,000 guests across 25 markets, collecting around three million data points.
Angela Moores, chief customer officer of SSP Group, said: “The tangible nature of the insights we’ve collected and the work we’re doing, as a result, means the business decisions we make and the propositions we create are firmly rooted in the needs of our customers. Although bigger isn’t always better, the scale of this research means our results are more robust and gives us greater confidence in how we respond to them.”