What is the value we are bringing travellers, asks Branavan
In a vibrant gathering of travel enthusiasts and industry leaders at WiT Indie 2023 (Penang, Malaysia), Branavan Aruljothi, (Cluster Market Lead, Malaysia, Booking.com), took the stage and shared his journey as an indie traveller while shedding light on the rapidly evolving trends shaping the world of travel.
While Booking.com might not be synonymous with indie travel, Branavan’s perspective as an avid traveller himself, bolstered by company research, offered insights into the changing preferences and expectations of modern-day adventurers.
As someone who had worn various hats, including being a writer, theater maker, and teacher, Branavan realized that his passion for travel was the common thread that defined him. Emphasizing the diverse nature of today’s travellers, he highlighted their intelligence, resourcefulness, and youthfulness, which sets them apart from previous generations. With a chuckle, he reminisced about the days when he couldn’t fathom booking an entire trip with just three clicks on his mobile phone or requesting two months off from work to travel.
Times have undoubtedly changed, and the way people approach travel has transformed significantly.
Branavan’s admiration for Penang, the four-time home of WiT Indie, was evident as he praised the city’s culture, booming art scene, and eclectic mix of accommodation, catering to curious and adventurous travellers like himself. Sharing his travel experiences, he confessed that he never stays at the same place twice in Penang, showcasing the variety of options available for the discerning traveller.
The impact of mobile technology on travel planning was a focal point of Branavan’s speech. Travelport Digital found that over 80% of travellers are glued to their phones for preliminary research, and nearly half of Booking.com’s users book their stays via the mobile app. With the rise of Gen Z as the largest generation of spenders and travellers, catering to their mobile-centric preferences has become crucial for travel operators.
Branavan encouraged the audience to reflect on how to provide the best value and experience through mobile platforms to build trust and loyalty among customers.
“We’re all on the lookout for these kinds of high value customers, those that bring us tenfold the value that we bring them,” admitted Branavan. “But before they bring us the value that we’re looking for, we also have to ruminate on what is the value that we are bringing them.”
He continued, “How are we making it easier for them to spot us? Are we putting ourselves out there enough? How are we enticing them to stay a little bit longer? And what are the value-adds that we are putting on the table? Most importantly, let’s ask ourselves, if travel is so complex and so expensive, why are people still traveling?”
As someone who had worn various hats, including being a writer, theater maker, and teacher, Branavan realized that his passion for travel was the common thread that defined him.
Drawing inspiration from a TikTok video of a couple’s nine-month journey across Malaysia and Asia, Branavan observed how travel post-COVID has become more expensive and complex, yet travellers remain committed to their wanderlust.
He shared insights from Booking.com’s Travel Confidence Index, which surveyed 8,800 travellers in APAC and revealed that the majority of travellers (75%) remain confident about travelling in the coming year. 53% of surveyed travellers expressed that they’re finding all kinds of creative ways to make new trips happen, despite everything that’s going on in the world. They’re planning trips in advance, staying longer and always looking up the best possible deals.
“Think about how we are adding value through our mobile experience,” encouraged Branavan. “Travelers want more value for their spend, so how can we inspire them as they plan these long trips in advance and to travel sustainably together.”
Sustainability emerged as another key theme in Branavan’s address. He emphasized that sustainability is not just about plastic straws or recycling towels but involves preserving cultures, traditions, and environments. Sustainable travel certification holds value for modern travelers, with 43% willing to pay more for services from certified sustainable providers. In this regard, he highlighted Booking.com’s efforts to support sustainable practices among its partners, including the Travel Sustainable Badge program, recognizing over half a million properties globally.
“76% of travellers across the world want to travel more sustainably, as we saw in our latest Sustainable Travel Report this year,” Branavan emphasised. “[Penang] has been recognized as a UNESCO World Heritage site because so much has been done to preserve the cultures, communities and traditions that exist in the area. When I’m in Penang, there are stationery shops that are carrying pencils that I haven’t seen in 20 years. If I walk a few steps down, there are pastry shops making pastries from recipes that have been passed down for maybe even five generations.”
Branavan concluded his speech by encouraging everyone to contribute to sustainability, no matter how small the action. He stressed the importance of making a difference collectively to preserve the beauty of destinations like Penang for future generations.
With mobile technology, sustainability, and unique experiences as key drivers of travel trends, the future of travel promises exciting and transformative journeys for travellers worldwide.
