The Growth Distillery, in partnership with research firm Verve, has unveiled a new study focusing on the application of 'technographics' within the travel industry. The study explores the potential of technographics, a method for understanding consumer interactions with technology, to provide insights into consumer behaviour and preferences. This approach aims to assist travel brands in addressing friction points encountered during the customer journey.

The research highlights that while 80% of Australians consider travel to be of significant importance, over 40% express dissatisfaction with the booking process. The study further reveals that 33% of consumers delay their travel bookings due to unsatisfactory experiences. Additionally, 50% of consumers are more inclined to abandon their shopping carts, and an equal percentage are less likely to recommend the travel brand if they encounter difficulties during the booking process.

According to Growth Distillery, the findings suggest that adopting a technographic perspective could potentially increase consumer appeal by 40%. Furthermore, simplifying the booking process is posited to attract twice as many travellers who are less adept with technology. The incorporation of technographic profiles is also associated with a 33% increase in the likelihood of a subsequent purchase by consumers.

Dan Krigstein, Director of The Growth Distillery, said, "As technology continues to increase its sway over not just what, but how and where we shop, it is essential for brands to understand the nuanced relationship between where technological intervention enables, but more importantly inhibits purchase behaviour. By simply looking at our potential customers through a technographic lens, brands can make what they already do more valuable to more Australians."