未来的旅游零售商：创造未来的旅行体验（英文版）_20页-5mb

Summary of The Travel Retailer of the Future

Core Content

This research paper explores the future of travel retailing by focusing on how travel retailers can attract younger generations (Generations Y and Z) who are digital natives and rarely visit physical travel agencies. The study highlights the importance of integrating digital and physical experiences to meet the evolving expectations of these travelers.

The paper outlines a collaborative effort between Amadeus and The Sustainable Design School (The SDS), using Design Thinking as a methodology to develop innovative solutions that resonate with the lifestyle and values of young travelers. The goal is to redefine the in-store experience and create seamless integration between physical and digital travel services.

Main Viewpoints

• Younger generations are digital natives who prefer immersive, real-life experiences and value human interaction.
• Physical travel stores are evolving to become more than just sales points—they are experiential hubs that blend technology with personal service.
• Design Thinking is a human-centered approach that encourages innovation and creativity in solving complex problems, particularly in the context of sustainable travel retail.
• Travel retailers must adapt to remain relevant and competitive in a rapidly changing market.

Key Information

The Objective

The research paper aims to:

1. Help travel retailers attract younger generations who have never visited a physical travel agency.
2. Inspire the travel retail industry with innovative ideas and new perspectives for the future of travel.

Research Methodology

• A qualitative study was conducted, including 30 interviews and an online survey of 500 people across Europe.
• The students from The SDS created two personas: Victor (a 19-year-old who travels with friends for partying) and Chloe (a 25-year-old who likes to travel with her best friend and values advice).
• The study emphasized the need for personalized, immersive and emotionally engaging experiences.

Innovative Concepts

Four innovative concepts were developed:

1. Share & Go app: A mobile application that connects travelers with a Travel Organisation Manager (TOM) and enables community interaction.
2. QUA: A solar-powered capsule that provides an immersive 360-degree experience, designed to be placed in locations where young people gather.
3. Take me Along van: A mobile van that offers a physical and virtual journey, helping travelers discover destinations based on their profiles.
4. IFTHEA: A new concept store model that creates an immersive, interactive environment where travelers can plan and experience their journeys.

These concepts are centered around the TOM (Travel Organisation Manager), who is portrayed as a digital native and a designer of travel experiences, capable of providing personalized, empathetic, and flexible advice.

Technology Integration

Amadeus emphasizes the role of technology in shaping the future of travel. Examples include:

• 1A-TA: A humanoid robot designed to interact with customers and collect insights.
• HoloLens and Oculus technologies: Enabling virtual experiences of destinations and travel accommodations.

These technologies aim to enhance the travel planning process by offering real-time, immersive and personalized insights.

Structure and Impact

• The paper proposes a new travel constellation where digital and physical experiences are interconnected.
• It suggests that online travel retailers can also benefit from establishing offline presence to build brand loyalty and offer more personal engagement.
• The travel ecosystem is changing, and travel retailers must evolve to meet the needs of younger travelers, who are more likely to be influenced by real experiences, social media, and peer recommendations.

Conclusion

The future of travel retailing lies in creating a seamless blend of digital and physical experiences. Travel retailers must rethink their strategies to engage younger generations throughout the entire travel cycle—from inspiration to post-travel. Amadeus believes that by designing and creating the future, they can help travel retailers stay relevant and drive growth in the evolving market.

About The SDS

• The Sustainable Design School is located in the Plaine du Var eco-valley, France.
• It offers a 5-year Masters and a 3-year PhD in Design and Sustainable Innovation.
• The school collaborates with major global companies such as Amadeus, Accenture, BMW, Hermès, and others.
• It is part of the international CUMULUS network and offers exchange programs with universities in various countries.

About Amadeus

• Amadeus is a global technology company that powers travel through its solutions.
• It connects travelers with local providers across over 190 countries, reaching more than 1.5 billion people annually.
• The company focuses on innovation, collaboration, and technology to drive growth and sustainability in the travel industry.

Final Thoughts

The travel retail industry is at a pivotal moment. By embracing Design Thinking, innovative concepts, and technological advancements, travel retailers can create a future-focused experience that appeals to the next generation of travelers. The future of travel is not just about selling trips—it's about designing meaningful journeys that inspire, inform, and connect.