Smartphones and tablets are revolutionizing the way in which consumers are planning, researching and taking an actual holiday trip. The tourism industry is also investing heavily in providing consumers with apps and mobile optimised sites that can facilitate travellers prior, during and after a holiday. 2013 is certainly the year in which Smartphones and tablets are impacting very much on travel. Ensuring that travellers can be connected at all times and access relevant information is absolutely crucial. Connectedness and responding to traveller needs in real time is essential in tourism (Travel Weekly 2013).
According to Travel Weekly’s consumer trend survey, 25% of travellers used a Smartphone or tablet to purchase travel online in the last 12 months. This is not a surprise but 25% as a figure shows a substantial increase by 20% and a general shift towards more and more mobile bookings in travel. In terms of demographics of mobile buying in travel, also older travellers have booked via their Smartphones or tablets. This shows that mobile is impacting on all age demographics and growth is also happening in all age categories. In years to come mobile bookings will further boom with Smartphones and tablets becoming increasingly available to the wider public and travellers of all ages will adopt and use these devices for travel. It is predicted that by 2018, 89% of travellers will own a tablet
How are travel companies reacting?
Already, many travel companies are offering mobile optimised sites and apps. Especially apps are often used by travellers to book services or check into flights. These specifically designed apps are very often very easy to use and ideal for Smartphones or tablets with regards to the ease of use and also quicker than booking or checking in through websites. For travel, ease and time saving are two very essential points that are valued by travellers using apps. As Smartphones are often used on the go, during travel to book a hotel or flight or search for needed information. Travel agents are faced with travellers expecting them to be available at all times with their expertise. Often technology is looked at as a threat but it is also a huge opportunity in tourism.
Opportunities for Travel Companies
Travellers still require help and expertise when booking travel and this is where many tourism organisations can tap into opportunities arising from this. Investing into mobile optimised sites is crucial as well as providing apps that can facilitate travellers before and during a holiday. Ensuring the relevancy and value for consumers using the mobile site or app is key though as any investment into mobile needs to be done wisely to ensure that travellers are booking via mobile sites or apps and there is a return on investment.
More from #DTTT
In February we present:Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board
Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]#Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
In February we present:Travel Oregon – Rethinking Content Styles
For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]#rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
In January we present:#ClientStories Visit Brussels | Full Digital Transformation
The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities. Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]#digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
In January we present:Visit California – The Pivotal Brand Touchpoint
Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round. Visit California understands the importance of […]#brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
In January we present:Digitising a Destination with Tourisme Bretagne
Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved. The Federation of Breton Tourist […]#Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
In January we present:How Destination Canada evolved from a Destination Brand to a Passion Brand
For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand? Here is an extract of Destination Canada’s talk about brand transformation. We have highlighted the key messages. The full […]#brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy