SSP Group: Essential role of digital, wellness and sustainability for customers in travel
Time, ease, and worth continue to be of utmost importance, while sustainability and wellness are becoming increasingly significant. Behavior is being influenced by five significant trends, which include enhanced digital skills, the crucial role of food and beverage in the travel journey, a emphasis on eco-friendliness and excellence, varying pricing preferences, and a requirement to meet the expectations set by popular commercial areas.
SSP Group, a company that runs food and drink establishments in various travel destinations globally, has unveiled the findings of a recent research on the requirements of today's F&B consumer in the travel industry.
Customers' choices when traveling are predominantly influenced by three factors: time constraints, the desire for convenience, and the need for value. These have consistently ranked as the top concerns for people over the years. While the significance of well-being and sustainability is on the rise, the primary motivators for making a purchase still revolve around price, convenience, and quality. In today's digital era, consumers heavily rely on technology. They anticipate receiving information instantly and expect a seamless experience in all aspects of their journey.
Additionally, the study identified seven distinct customer groups characterized by their distinct attitudes and behaviors. These segments can be found in all regions and platforms. They consist of individuals such as 'ambitious food enthusiasts' who are eager to try new options while being conscious of their budget, and 'traditional supporters' who prefer well-established brands that offer both quality and appeal to the entire family.
Travel enthusiasts who are excited to embark on adventures now view food and beverage as a vital component of their vacation escapade.
More than half (52%) of holidaymakers consider dining and drinking at an airport to be a crucial element of their vacation. Furthermore, with travel returning to its usual state, 83% of travelers now express an increased inclination to buy food and drinks at the airport.
2. The level of digital proficiency is consistently rising among people of all ages and backgrounds. Customers value digital services as they make their experience as consumers more convenient.
20% of travelers desire the convenience of digital ordering.
Nowadays, customers place a significant emphasis on the significance of sustainability and wellbeing.
Around 20% of people claim to opt for more morally conscious or environmentally friendly alternatives. Internationally, over 66% of travelers express a significant interest in having access to nutritious and sustainable food and beverage choices while on their journeys. Nevertheless, individuals also prioritize affordability, healthiness, and excellence; hence, these aspects should also hold considerable significance in the overall equation.
Maintaining a stratified approach to pricing remains crucial.
One-third of people believe that getting a good deal is now a significant factor when deciding on a place to eat or drink. Nevertheless, 40% are open to spending extra money to enjoy the finest quality food and beverages, and it is crucial for establishments to offer a variety of products that accommodate customers with varying budgets.
There is still more effort required to bridge the divide on the main shopping street.
The tourism industry needs to function in a more intricate setting and clients possess an elevated awareness of their own preferences, resulting in some customers being more anxious while others are more willing to indulge.
Angela Moores, the person in charge of customer relations at SSP Group, expressed that this new undertaking exemplified SSP's inquisitiveness and dedication in genuinely comprehending their customers. The concrete information gathered and the efforts put into this project enable us to base our business decisions and product offerings on the actual needs of our customers. While size is not always indicative of quality, the widespread reach of this research ensures that our findings are reliable and grants us more conviction in our response to them.
The ‘Food Travel Insights Survey’ by SSP gathered information from 18,000 individuals in 25 markets. They collected approximately three million data points. Saatchi group's research consultancy, Clear, conducted the study, which has been ongoing since 2007. The research covered various topics including digital trends, sustainability, health, wellness, and post-Covid attitudes. It aimed to understand customers' preferences and priorities when purchasing food and drinks while traveling. The study also examined how these preferences vary among different consumer segments, geographical locations, and channels.
Vicky is one of the founders of the TravelDailyNews Media Network and currently holds the position of Editor-in-Chief. In addition to overseeing the day-to-day operations, Vicky also handles the financial policies of the organization. She obtained her Bachelor's degree in Tourism Business Administration from the Technical University of Athens and further pursued her education by earning a Master's in Business Administration (MBA) from the University of Wales. With a wealth of experience in both academia and the travel industry, Vicky has contributed to several tourism magazines by writing and editing a plethora of articles.
