Delays, cost and airport experience are the primary source of friction for travelers, according to a report.
The Friction Removed study from Amadeus also revealed generational differences when it comes to what travelers find distressing. For example, almost half of Gen Z travelers said finding the correct routes and schedule for a trip is distressing, compared to 35% of those aged 65+.
The report, which included responses from more than 1,000 travelers from the United States, also touched on top resources to enhance the travel experience with mobile apps, digital ID and biometrics alongside human touch all cited.
Further findings revealed that business travelers generally experienced more friction than those traveling for leisure. Higher numbers of business travelers cited comparing prices across sites, understanding fees and taxes and finding suitable accommodation options more distressing than leisure travelers.
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In addition, when asked how helpful technology is at reducing travel-related distress, 89% of respondents cited mobile apps for planning while automatic rebooking for delays, digital bag tracking tags and integrated booking across airlines hotels were said to reduce stress by 86%.
While technology can help address traveler frustrations, the research uncovered several situations where travelers want more human interaction.
Leisure travelers reported a desire for human touch at airport security and border control (44%) and hotel and accommodation check-in and check-out (43%). They also see a significant role for human input when it comes to planning family trips (47%), accessibility-focused trips (47%), cruise (46%), solo (43%) and group travel. (40%).
“We are focused on making the travel experience better for everyone, everywhere,” said Rajiv Rajian, executive vice president and chief commercial officer of the Americas and travel at Amadeus.
“By delving deeper into the root causes of U.S. traveler frustrations, we can explore ways to overcome them, and technology has a big part to play. Whether it is biometrics, mobile apps, digital traveler identification, disruption management or other applications, we believe there are opportunities to deploy technology to further relieve distress and create more seamless journeys.”