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Travel providers should cash in on holiday stress
Travel providers are missing out on a valuable revenue and loyalty building opportunity by not taking advantage of people’s stress levels just before they go on holiday.
According to research released by Galileo, there is a market for relieving people’s holiday stress by providing them with simple things such as transport to the airport and transfers once in destination.
Galileo chief operating officer David Hughes said: “People are telling us the core holiday is not a problem and research and booking does not really stress anybody out. It’s all the bits round the edges such as the visas, car parking and car-hire. All of these things exist but people are not taking advantage of them.”
Transfers emerged as the single biggest thing holidaymakers wanted organised for them with 75% of people saying they were interested in booking them.
Consumers also said they were stressed by organising practicalities such as someone to look after the house, garden and pets.
Hughes said: “These are all services that people have a propensity to buy last-minute but it’s amazing the number of people who don’t.”
London School of Economics psychologist Paul Marsden also worked on the research to reveal that people are stressed on holiday because they try to squeeze too much in, they are worried about work and they forget to have fun.
Marsden said: “Having fun is something we consciously choose to do and if you choose to be happy on holiday then you will be.”
He advised stress-busters such as pre-booking, building in time to do nothing on holiday and staying on budget.
Marsden added: “There’s nothing more stressful than spending money you can’t afford.”
He also advised taking a half-day during the holiday for work phone calls and e-mails would make the rest of the holiday more relaxing.
Both Marsden and Hughes suggested travel companies provide a ‘concierge’ style service with a call to people 24-hours before they leave and a day after they return.
Hughes said: “Customers are telling us they want to buy this stuff. It’s not rocket science and it will build loyalty.”
The study was carried out online in the UK, France, Italy, Sweden and Spain and received 800 responses.
Report by Linda Fox
Linda Fox
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