The global travel and hospitality industry is experiencing a recovery defined not by uniformity, but by striking regional differences. As travel resumes, local consumer behaviors, regulatory environments, and technology adoption rates are shaping the pace and nature of recovery in North America, Europe, and Asia-Pacific. For brands seeking to thrive in this new landscape, a one-size-fits-all approach is no longer sufficient. Instead, success hinges on understanding and responding to the unique dynamics of each region—localizing digital transformation efforts and customer engagement strategies to meet evolving expectations.
At Publicis Sapient, we have partnered with leading travel and hospitality brands across the globe, helping them navigate these regional nuances and accelerate their digital journeys. This playbook distills our insights and offers actionable strategies for brands looking to localize their approach and capture new growth opportunities.
In North America, the recovery has been marked by a rapid shift toward digital-first experiences and a strong preference for domestic and regional travel. Health and safety remain top priorities, with travelers demanding visible assurances and seamless, contactless interactions at every touchpoint. The rise of staycations and local getaways has created new demand patterns, prompting brands to rethink their marketing and engagement strategies.
North America’s regulatory landscape has been dynamic, with varying restrictions across states and provinces. This has driven brands to invest in agile, cloud-based platforms that can quickly adapt to changing requirements. The adoption of contactless technologies—mobile check-in, digital payments, and touchless kiosks—has accelerated, with hotels and airlines racing to meet new expectations for safety and convenience.
We have helped North American clients consolidate legacy systems into unified digital platforms, enabling real-time content delivery and personalized offers. For example, a global hotel chain reduced content publishing time from days to real-time and increased conversion rates by 18% by modernizing its digital infrastructure. In the quick-service restaurant segment, digital channels now account for the majority of revenue, with brands leveraging mobile, kiosks, and delivery ecosystems to connect with customers end-to-end.
European travelers are increasingly discerning, seeking unique, personalized experiences and questioning traditional brand loyalties. The pandemic has shifted the focus from business to leisure travel, with a strong emphasis on health, safety, and flexibility. Contactless technologies and digital-first guest journeys are now expected, not optional.
Europe’s regulatory environment is characterized by stringent privacy laws and varying health protocols across countries. This has driven brands to prioritize data privacy, transparency, and compliance while investing in unified customer data platforms (CDPs) to enable seamless, personalized experiences. The adoption of mobile keys, digital check-in, and AI-driven personalization is on the rise, but legacy systems and organizational silos remain challenges for many brands.
We have partnered with European hotel groups to implement modern, connected platforms that support localization and rapid content delivery. For one major client, this transformation enabled the delivery of personalized, localized experiences at scale, supporting rapid recovery and long-term growth. Our work has also focused on evolving loyalty programs from transactional rewards to experiential value, using data and analytics to anticipate needs and foster genuine loyalty.
Asia-Pacific has demonstrated remarkable agility in recovery, with countries like China leading the rebound in hotel demand. Travelers in the region are highly receptive to digital and contactless experiences, with a strong preference for mobile-first solutions. The adoption of advanced technologies—biometrics, robotics, and smart kiosks—is more pronounced, particularly in markets like Singapore and China.
Regulatory responses in Asia-Pacific have been swift and, in some cases, more centralized, enabling rapid deployment of health and safety protocols. The region’s digital maturity is reflected in the widespread use of mobile apps for reservations, check-in, and payments, as well as the integration of robotics and automation in hotels and airports. For example, Beijing-based Leyeju Smart Hotel operates with just two employees per property, leveraging facial recognition, robotics, and automation to deliver a seamless, contactless guest experience.
We have supported clients in Asia-Pacific in integrating mobile, robotics, and smart kiosks to create connected, data-driven travel experiences. Our research shows that preferences for contactless options are especially strong among younger travelers, and brands that invest in these technologies are well-positioned to capture new demand and drive loyalty.
Publicis Sapient partners with travel and hospitality leaders to design and deliver regionally tailored digital transformation strategies. Our expertise spans strategy, data, AI, and experience design, enabling clients to:
In a world where customer expectations are rising and margins are under pressure, intelligent, localized customer experiences are the key to unlocking profitable growth in travel and hospitality.
Ready to localize your digital transformation strategy and capture new growth? Contact Publicis Sapient to learn how we can help your brand thrive in the era of regionalized recovery.