Travel Tech

The emergence and adoption of digital technologies has rapidly transformed businesses and industries across the globe. Mobile technologies have been especially important, as they have enabled businesses to engage more effectively with customers and tap into new sources of revenue, while keeping consumers in touch with the commercial sector on a 24/7 basis.

Yet the path to successful digital transformation has not always been a smooth one for companies in a wide variety of industries. Businesses looking to embrace mobile are facing numerous challenges. Security concerns, technology adoption and integration, and resource constraints are frequently cited as impediments to more rapid adoption of transformative technologies.

Accenture Digital Report

With this in mind, Accenture recently released its “Growing the Digital Business: Accenture Mobility Research 2015” report. This concluded that digital is driving transformation across industries and geographies, and provided much food for thought for digital marketers involved in the travel industry. It assessed the barriers that prevent digital adoption, and pinpointed the most important issues for the future of the digital transformation.

The Accenture Mobility Research 2015 study has been based on a combination of online and telephone interviews conducted in December 2014 and January 2015, with 1,925 senior decision-makers for digital strategy and technologies representing companies in 15 countries. It is therefore a diverse representation of the way that digital operates in the contemporary world and marketplace.

Vision of Digital Transformation

This year's study indicated that businesses are beginning to profoundly recognise the importance of digital technology, and are thus embracing it in large numbers. Organisations have clear expectations about the ability of digital to influence their business positively, and have demonstrably invested in it on a broad scale.

Although some companies have been slow to adopt digital technologies, there is a widespread acknowledgement that this is a necessity. 80 percent of the companies survey reported that they have a Chief Digital Officer currently in place to drive digital transformation efforts, while as many as 90 percent indicated that their organisation has clear expectations regarding how digital can enhance their existing business model.

Overcoming obstacles

But just because businesses are embracing digital does not mean that the process has been an entirely seamless one. Overcoming critical obstacles can generally slow the rate of reduction to digital technology, and despite significant progress in this realm, it was acknowledged in the Accenture report that further work needs to be done to identify and deal with digital technology challenges. Unquestionably, digital has had a transformative effect, but numerous concerns are preventing it from reaching its full potential.

While many companies, according to Accenture, appointed a Chief Digital Officer as the company’s “digital czar”, the presence of a CDO didn’t necessarily advance digital technology integration within the organisation, with the role’s seniority, scope, and responsibilities differing vastly from one organisation to another.

Combining Technologies Important

The term ‘digital’ can be associated with numerous different technologies that are actually quite diverse in nature. Analytics, cloud computing, mobile and social technologies are all important in the digital revolution, and each offers significant transformative potential. But instigating an integrated, coordinated approach to the individual technologies will deal the greatest investment in the digital revolution. Combining technologies can result in improved revenue opportunities, accelerated time-to-market for products and services, and improved engagement and communication with consumers.

But this combining of technologies cannot be achieved without businesses encountering certain challenges. Over half of those surveyed indicated that security concerns were at least partly preventing this combination of digital technologies, while other issues were also prevalent. Keeping pace with digital advancements, finding the appropriate technology partners, exploiting the potential of digital efficiently, and possessing enough skills and resources to support digital deployments were all considered a significant issue by at least one-third of those who responded.

Reshuffling Digital Priorities

The 2015 Accenture study also found that priorities had significantly shifted from the 2014 iteration of the report. While mobile technologies were previously out on their own as the most important according to most businesses, getting the best out of analytics was considered a particular priority in 2015. This possibly reflects the fact that companies have embraced mobile more enthusiastically than any other aspect of the digital revolution, and analytics now presents opportunities for organisations to harness the data that has been garnered through mobile and cloud-based collection sources.

In conclusion, the Accenture report provides a valuable insight into the future trends in digital technology, and offers an impression of the industry from which travel-related businesses can benefit. With a history of assessing the digital realm, through previous reports such as “The Connected Vehicle: Viewing the Road Ahead”, “Design and Innovation Trends: 2015” and previous iterations of the Mobile Research Survey, Accenture is well placed to provide advice on the digital revolution, and paying heed to the findings of this report would be advisable.

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
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge