Holiday making is an art and a science.
The other day I was talking to a friend and she was far from happy. She had just booked a holiday and yet something was missing, something did not seem quite right. She did not feel like she could get excited and this bothered her.
”Why?” I asked, puzzled as she had just booked a holiday to the Caribbean and should be elated.
”It used to be,” she said, “that until a few years ago you would receive tickets, boarding passes, and luggage tags in the post. That would symbolise the start of the holiday. Then you could get excited. Now all you get is a piece of paper telling you where to print it off.”
This is a very fair point, and one which deserves a further exploration. Has technological progression really removed the enjoyment from getting excited about a holiday? Has it dulled down the process? If so how can that excitement be won back? How can the customer experience be improved that much that going on holiday wins back its whimsy? Well, let’s take a look.
The Science of Holiday Making
Okay, you may be thinking what does science have to do with going on holiday but there is a fair explanation. We need to talk about the nucleus accumben, or the pleasure centre of the brain, and the septum pellucidium. The technical names are not important, but pleasure is mainly caused by neuro-stimulation of the parts of the brain responsible for liking, wanting, and learning (amongst others). These are all interlinked and closely related to physical stimulation through the senses.
When holiday makers used to send out luggage tags, information, and tickets those pleasure centres would be triggered. You could see the tickets, you could feel them, you could find out where you were sitting on the plane and participate in the writing of luggage labels. All of these built up, creating a unified experience and creating a response of liking, wanting, and learning. Thus it would be that receiving that package would be an exciting experience – an experience that is now lacking.
Nowadays, rather than receiving a full package it is commonplace that a holiday goer will instead receive a single receipt detailing what they need to do to redeem their tickets. It is direct and to the point, removing what is often referred to as “the fluff”, but is that what we want when detailing our ideal holiday?
The answer is: probably not. When it comes down to holidays hassle free has become fun free. It may remove the potential of lost tickets in the post, but does that mean it has to be so physically and emotionally deadpan?
I would argue no, and instead it opens up the potential of having more exciting news through targeted email and marketing campaigns.
A Hypothetical Example
Two people buy tickets for a holiday in Sydney – Alex and Bobbie. Alex buys his ticket online and received a plain piece of paper resembling a sales receipt. Bobbie does the same, only she receives a colourful piece of paper with all of the information she could want on it plus a few additional extras.
Signing up for her tickets Bobbie gave the travel company her email address and, every week, they send her information about Australia as well as hints and tips about holidaying over there. They keep her informed of key news, weather notifications, and the like. They ensure that the Bobbie is fully aware of where she is going, and the travel company gain Bobbie’s loyalty as she feels like they are watching her back along the way. Not to mention, every week leading up to her holiday, Bobbie can get excited about what she is going to see and do over there. She gets reminders of her holiday wherever she is. This is the most important fact of all, Bobbi can get excited.
The concept is an incredibly simple one, and one which would not cost a lot of money to implement. All it does is take the level of service Bobbie receives to the next level, allowing her to truly make the most out of her trip.
In this day and age it would be stupid to turn away technology as it saves on so many precious resources purely by interacting with the World Wide Web. This makes technology a powerful resource, but a dry one. Sometimes it is nice to be excited and to be reminded every once in a while that technology can be encouraged to spread heart and excitement as well as just facts.
What this means is another step in technological advancements for travel companies. It is another step of personalisation designed to allow for the human excitement for holidays to be nourished and tended for. It allows for customers to become loyal and for so much more in regards to going on holiday. It allows for excitement once more.
All it takes is a little bit of extra care to make all the difference, and that care is so easy to provide. To take the first step towards providing it please click on the button below.