Seberapa cepat industri travel lokal dapat pulih dalam masa sekarang ini di mana pandemi Covid-19 masih melanda? Untuk menjawab pertanyaan itulah Travelport, pemimpin global di bidang travel ritel, melakukan survei independen yang dilakukan 19-29 Maret 2021 secara global di beberapa negara termasuk Indonesia. Seperti apa hasilnya?
Tingkat kepercayaan terhadap agen dan penyedia jasa travel di Indonesia menjadi faktor yang akan mempengaruhi seberapa cepat dan kuat industri travel lokal dapat pulih, demikian hasil surveinya. Survei ini juga mengungkapkan tiga faktor utama yang mempengaruhi kepercayaan para pengguna jasa travel di Indonesia, yaitu: langkah-langkah keamanan dan perlindungan kesehatan terhadap Covid-19, transparansi harga, dan kredibilitas informasi.
TINGKAT KEPERCAYAAN MEMPENGARUHI RITEL
Survei online ini mencakup 11.000 penguna jasa travel di 10 negara, termasuk 1.000 responden di Indonesia, dan dilaksanakan oleh Edelman Data & Intelligence (DxI), yaitu lembaga riset dan analisis yang menjadi bagian dari Edelman, yang telah mempelajari tingkat kepercayaan selama lebih dari 20 tahun melalui Edelman Trust Barometer. Hasil survei ini menghadirkan bukti bahwa kepercayaan adalah faktor yang mempengaruhi perilaku pembelian para pengguna jasa travel di Indonesia. Sejak pandemi Covid-19 berlangsung, lebih dari setengah (54%, dibandingkan 46% di tingkat global) pengguna jasa travel di Indonesia menyatakan bahwa mereka mengutamakan faktor kepercayaan dibandingkan faktor-faktor lainnya, saat memilih penyedia jasa travel (misalnya maskapai penerbangan) –lebih banyak dibandingkan responden di negara-negara lainnya yang termasuk dalam penelitian ini.
Para pengguna jasa travel di Indonesia juga menyatakan bahwa faktor kepercayaan mendorong mereka untuk mempertimbangkan membeli beragam penawaran jasa travel lainnya (69%), menambah paket yang telah mereka beli (66%) dan membeli penawaran lainnya yang tidak terkait travel, seperti kartu kredit (51%) –lebih banyak dibandingkan responden negara-negara lainnya.
“67 persen pengguna jasa travel di Indonesia menunjukkan kepercayaan terhadap industri travel –jauh lebih tinggi dibandingkan hasil survei secara global,” ungkap Raymond Setokusumo, Presiden Direktur Galileo Indonesia Perdana, Official Partner Travelport di Indonesia. “Hasil survei ini juga mengungkapkan sejumlah isu penting bagi para pengguna jasa travel. Oleh karena itu, industri travel harus menggunakan kepercayaan yang telah diberikan dengan berusaha menjawab kebutuhan-kebutuhan konsumen tersebut, dan mempercepat pemulihan industri.”
TIGA FAKTOR UTAMA YANG MEMPENGARUHI KEPERCAYAAN
1. Langkah-langkah Kesehatan & Keamanan Untuk Mencegah Covid-19
Faktor utama yang paling penting bagi perusahaan jasa travel untuk membangun kepercayaan konsumen di Indonesia adalah penerapan langkah-langkah kesehatan dan keamanan untuk mencegah Covid-19, sesuai dengan yang diinginkan oleh 56% responden yang menempatkan hal ini sebagai prioritas utama –hasil tertinggi secara global, dan 12 persen poin lebih tinggi dari rata-rata global yang hanya 44%. Selain itu, satu dari tiga responden menyatakan bahwa mereka ingin melihat tindakan nyata, misalnya dengan memperbaiki filtrasi udara, penerapan jarak sosial, dan layanan tanpa kontak sentuh.
Gary Harford, Regional Director, APAC Operator Territories Travelport, menyatakan, “Industri travel harus bangga atas betapa cepat dan efektifnya mereka merespons Covid-19. Akan tetapi kita juga harus melihat bahwa berdasarkan penelitian ini, penyedia jasa dan agen travel harus lebih jelas mengkomunikasikan langkah-langkah kesehatan dan keamanan yang telah mereka laksanakan, misalnya penerapan jarak sosial.”
2. Transparansi Harga
Tidak adanya ‘biaya-biaya tersembunyi’ (43%) dan ‘produk-produk fleksibel atau yang biayanya dapat dikembalikan sepenuhnya’ (45%), adalah faktor lain yang dianggap jauh lebih penting bagi konsumen Indonesia dalam pemulihan kepercayaan dibandingkan ‘jejak rekam keamanan jangka panjang’ (34%).
“Transparansi harga adalah hal yang sangat penting,” ungkap Harford. “Maskapai penerbangan dengan produk-produk fleksibel atau yang biayanya dapat dikembalikan sepenuhnya, dapat meraih 11% lebih banyak kepercayaan, dibandingkan dengan mengandalkan rekam jejak keselamatan. Permintaan konsumen sudah jelas; kini saatnya menghilangkan biaya-biaya tersembunyi dan meningkatkan transparansi harga dan komunikasi.”
3. Kredibilitas Informasi
Bagi konsumen di Indonesia, keluarga dan teman-teman (87%) adalah sumber terpercaya saat mereka mencari informasi rencana perjalanan, karena dianggap memiliki kepentingan yang sama. Akan tetapi, mereka juga mempercayai sumber-sumber lainnya, seperti perusahaan travel (67%, dibandingkan dengan 45% di tingkat global), dan media tradisional seperti acara-acara travel di televisi, majalah travel, dan surat kabar (64%, dibandingkan 38% di tingkat global).
Dalam hal kepercayaan terhadap tipe-tipe informasi yang terkait dengan travel, 76% pengguna jasa travel di Indonesia percaya ulasan pelanggan, dan 74% percaya peringkat pelanggan, jauh di atas tingkat kepercayaan atas sertifikasi pihak ketiga (63%).
“Ulasan pelanggan adalah bagian penting dalam pengalaman ritel modern,” ungkap Harford. “Anda tentunya tidak akan berbelanja di Tokopedia tanpa terlebih dahulu membaca ulasannya. Saat ini, walaupun data menunjukkan bahwa ulasan adalah informasi yang paling dipercaya konsumen, halaman situs agen travel pada umumnya tidak menampilkan ulasan pelanggan.”
“Perusahaan yang terpercaya akan menjadi pelaku ritel yang lebih baik,” ungkap Harford. “Kepercayaan yang dikombinasikan dengan teknologi terkini dan penjualan yang efektif akan menjadi proposisi yang sangat kuat. Di Travelport, kami akan terus berinvestasi di bidang-bidang ini, untuk membantu upaya pemulihan industri dari dampak pandemi, serta untuk memastikan bahwa kita bisa melalui tantangan ini dengan lebih gesit dan kuat.” Untuk informasi lebih lanjut tentang travel dari Travelport, silahkan kunjungi travelport.com/trust.
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