To meet the needs of travellers, UNGUESS conducted the study “The state of digitalization of European tourism: a challenge between destinations” in collaboration with Osservatori Digital Innovation of the Politecnico di Milano School of Management.

The Customer Journey between Satisfaction and User Effort. UNGUESS’s research shows that the Net Promoter Score (NPS) goes up where more services are available, but especially if the site offers an effective user experience

The details: between June and July 2021, UNGUESS selected the 17 most visited European destination websites in 2019 and engaged members from its community of users aged between 20 and 35 to discover the advantages and critical issues of each site (download the full study here).

The study findings are that we must start from the basics of design to improve the website user experience.

• With excursions being the first information sought by the sample before booking, only 9 out of 17 cities offer the possibility to buy excursions online.
• In 23% of cases, the purchasing website was not found, although it was present (UX issue).
• The tourist card is the tool for strengthening the brand of the location, but only 9 out of 17 cities offer the possibility to buy a card on the destination website.
• All sites present information on local mobility, but only 20% of cities show information on sustainable mobility.
• The Net Promoter Score (NPS) goes up when more services are available especially if the website offers an effective user experience.
• The study revealed the need to start from the design basics of the UX of the traveler’s first point of contact, especially that of a foreigner when deciding on a destination: the website. It is necessary to invest in the UI, and subsequently the UX, of the digital journey.

“The search for information is a fundamental part of the user’s journey that influences both the choice of the destination and the activities to be carried out while travelling. The survey revealed the need to start from the basics in the design of the user experience at the first occasion of contact with the traveller, the website,”

says Eleonora Lorenzini, director of the Osservatori Digital Innovation in Tourism of the Politecnico di Milano.

The study identified the information most sought after by users on tourist websites but also highlighted how unintuitive it is to find it on websites.

“Richness of functionality and user-friendliness are the most powerful driving forces for generating a positive visitor attitude and consequent economic revenue. The real challenge is to keep these two often conflicting elements together. The only link that can hold this union together is the interface, the first contact that users have with what they seek. Then it is important to invest in the user experience. End users, like real people from our community involved in this study, browse websites according to their habits. This is crucial to understanding what leads them to return to a given website or look elsewhere. These are virtuous modes of behavior that can make the difference in the success or failure of your digital product or service,”

concludes Luca Manara, CEO and co-founder of UNGUESS. europe travel digital experience

Comparison: Europe vs. Other Regions

1. Digital Maturity

• Europe: European travel companies, particularly in Western Europe, are often at the forefront of adopting advanced digital technologies. The region has a high internet penetration rate, and consumers are generally tech-savvy, which drives demand for high-quality digital experiences.
• Other Regions: In regions like North America and Asia, there is also a high level of digital adoption, but the focus areas might differ. For example, North American companies might emphasize integration with other digital services (like payment platforms), while Asian companies might focus more on mobile-first solutions due to higher smartphone usage.

2. Consumer Behavior

• Europe: European travelers often value privacy and data security more highly, which influences how digital services are designed and implemented. There is also a strong preference for sustainability, which means digital platforms often include features that highlight eco-friendly options.
• Other Regions: In regions like Asia, there is a greater emphasis on social media integration and instant messaging services. Asian travelers tend to rely heavily on peer reviews and social recommendations, so digital experiences in these regions often focus on social connectivity and community engagement.

3. Regulatory Environment

• Europe: The European Union’s General Data Protection Regulation (GDPR) has a significant impact on how digital experiences are crafted. Companies must ensure that they are compliant with strict data protection rules, which can sometimes slow down the implementation of certain digital innovations.
• Other Regions: In contrast, other regions may have more flexible or less stringent data protection laws, allowing companies to experiment more freely with data-driven services. However, this can also lead to a higher risk of data misuse, affecting consumer trust.

4. Innovation and Trends

• Europe: Europe has seen significant advancements in digital travel experiences, particularly with the integration of AI and machine learning. There is also a strong focus on sustainability and the digital transformation of traditional tourism services.
• Other Regions: In Asia, there is a growing trend towards the use of super apps, where users can access multiple travel-related services within a single platform. In North America, the emphasis is often on leveraging big data and AI to provide hyper-personalized experiences.

Conclusion

The importance of a robust travel digital experience cannot be overstated, as it influences customer satisfaction, brand loyalty, and operational efficiency. While Europe is a leader in digital travel experience due to its high standards for privacy and sustainability, other regions like Asia and North America are also making significant strides, each with a unique focus shaped by regional consumer behavior and regulatory environments. The differences across regions highlight the need for travel companies to tailor their digital strategies to meet local expectations while staying globally competitive.