What Project Sunrise reminds us about modern travellers

When Qantas announced Project Sunrise, most people focused on the planes themselves. I saw it differently.

For me, it showed that travellers are happy to pay extra if it makes their journey easier. They are not spending more because they like being on a plane for 20 hours. They want to skip the hassle of stopovers, missed connections, long layovers and all the uncertainty that comes with them.

They are paying to make things easier.

First published in the latest edition of Resort News. Read it HERE

It’s something I’ve been thinking about a lot lately because the same principle applies to accommodation.

For years, our industry has put a lot of focus on rates. We compare ourselves to competitors, change prices every day, and spend time trying to get more bookings.

But some of the successful operators I talk to are not winning because they offer the lowest prices. They are winning because they make it easy for guests to choose them.

I don’t believe travellers are asking for more. I think they just have less patience for things that slow them down.

They expect to book in just a few minutes. They want fast replies. They want to know where to park, how to check in and how to get on the wifi before they arrive.

When these things are missing, guests notice.

The truth is, most travellers feel overwhelmed even before they get to your website.

They spend hours researching destinations, comparing places to stay, reading reviews, checking social media, and talking with family and friends. By the time they are ready to book, they don’t want more decisions.

They need to feel sure about their choice.

That’s why making things easier is a big opportunity for accommodation providers. It all begins with the booking experience.

Often, we make guests work harder than they should. Complex booking engines, confusing room types, multiple rate plans and unclear package inclusions can quickly create decision fatigue. The best booking experiences feel effortless.

Guests know exactly what they are booking, how much it costs and what’s included. They don’t have to second-guess their decision or open another tab to compare.

Read more from Sam Steel HERE

A smooth booking process does more than boost conversion rates. It also builds trust.

The same idea applies to cancellation policies. Guests often hesitate to book because they feel unsure. Plans can change or kids might get sick. Increasingly, travellers want flexibility, especially when booking ahead.

In the past, accommodation providers often had to choose between strict cancellation policies and taking on the risk of fully flexible bookings.

Just as they’re willing to pay more for a direct flight, many are willing to pay a little extra for peace of mind.

Letting guests buy flexible cancellation options benefits everyone. Guests feel confident booking because they can change their plans, and properties earn extra revenue without lowering room rates.

This is another way convenience has become a product in its own right.

The key is to keep things simple. Guests shouldn’t have to figure out complicated terms and conditions. The options should be clear, easy to understand and easy to buy.

This approach goes beyond just booking.

Online check-in lets guests complete paperwork before they arrive, so they don’t have to wait at reception. Digital room access means no queues and faster entry. Sending information before arrival answers questions early. Clear parking instructions help guests avoid stress when they get there.

Even something as simple as easy wifi can make a big difference to guests. They shouldn’t have to call reception, enter multiple passwords or go through several steps just to get online.

None of these changes are flashy, but they matter. They remove small frustrations that can shape how a guest feels about their stay.

In our industry, we often talk about creating great guest experiences. Sometimes, we think that means adding more things.

• More amenities.
• More packages.
• More features.
• More choices.

But in reality, some of the best guest experiences come from taking things away instead.

• Removing uncertainty.
• Removing waiting.
• Removing confusion.
• Removing steps.

Project Sunrise is not just about aviation. It’s really about convenience. It shows that travellers value businesses that make their lives easier.

Accommodation providers that will win more direct bookings in the years ahead won’t necessarily be the cheapest. They’ll be the easiest to understand, book and stay with.

In a market that’s becoming more competitive than ever, that could be the biggest advantage of all.

First published in the latest edition of Resort News. Read it HERE