Speaking of eco-travel, airlines are now experimenting with sustainable aviation fuels (SAFs), which emit up to 80% less carbon than traditional jet fuel over their entire lifecycle. For instance, in February 2021, KLM conducted an Amsterdam–Madrid passenger flight using synthetic kerosene derived from carbon dioxide, water and renewable energy. And in summer 2022, American Airlines struck a deal with biofuel company Gevo to purchase 500 million gallons of SAFs over five years.
However, SAFs do not eradicate carbon emissions completely. Enter hydrogen-powered aircrafts, whose sole by-product is water. Initial tests show that such aircraft can be just as effective as traditional planes, carrying hundreds of passengers over distances of up to 7,000km. While the success of these aircraft depends on several factors – for instance, airlines will need to develop advanced storage technologies that enable them to carry enough liquid hydrogen on board – a recent report by the European Commission suggests that they could enter the market as soon as 2035.
Loyalty programmes will become more personalised
For any travel brand seeking to boost its customer engagement, a good loyalty programme is key. For instance, Frasers Hospitality’s Fraser World loyalty scheme gives members access to a world of exclusive privileges, including early check-in and late check-out, room upgrades, a birthday discount and the ability to collect points to redeem complimentary room stays.
In the future, loyalty programmes will continue to evolve, helping travellers to get the most out of their trips. For instance, personalisation will be paramount, especially as 45% of consumers say they would take their business elsewhere if a brand fails to offer a personalised experience. As such, brands will increasingly harness in-depth guest data to offer more targeted promotions, or to make restaurant and activity suggestions specially tailored to each individual. Ultimately, in a highly competitive travel and hospitality landscape, it pays to make the customer feel extra special.
Hotels will get 'smarter'