MILLENNIAL CONSUMER PREFERENCES FOR TOUR TRAVEL AGENT SERVICES IN THE DIGITAL ERA: AN ANALYSIS OF THE IMPACT OF TECHNOLOGY AND PERSONALIZATION

Abstract

This study examines millennial preferences for mobile-based travel agent services in Indonesia, focusing on the impact of technology and personalization. A survey of 200 respondents reveals that millennials prioritize personalized features, such as tailored travel suggestions and customizable itineraries, as well as ease of use and intuitive interfaces in mobile applications. The research highlights that technology, particularly mobile apps, is crucial in meeting the demands for personalized, flexible, and efficient services in the travel industry. Findings show that millennials are more likely to choose travel agents that offer these personalized, user-friendly features, contributing to increased customer satisfaction and loyalty. The study also identifies the importance of digital transparency, flexible booking options, and responsive customer service as key factors in attracting millennial consumers. The results suggest that travel agents must invest in enhancing their digital platforms to provide personalized, intuitive experiences to remain competitive. Overall, this study underscores the need for travel agents to adapt to the growing demand for digital, personalized services to meet the expectations of tech-savvy millennial consumers