Diigital content


Travel Tech

Mobile and tablets are on the rise and tremendous growth is predicted to happen worldwide. Tourism businesses worldwide are investing heavily into digital and see the need for using future technologies and applications. However, when looking at digital marketing optimisation in terms of increasing online conversions, latest research from Adobe revealed that most businesses are underperforming. Offering personalised content, mobile optimised sites and mobile optimised testing are three key areas where businesses can improve and outperform their competitors (Adobe).


Tourism organisations and destinations will be in contact with a variety of travellers that might require or want different content. Unique content for individual travellers attract travellers attention and might even increase their time spent on the organisation’s website. This can make a big difference. 65% of organisations in the survey revealed that less than 20% of the visitors to their website receive targeted content. Tourism organizations and businesses therefore need to ensure that they know how people access content. With mobile on the rise, companies need to ensure that the content is mobile optimised and personalised content according to consumers location is provided. Wherever, businesses offer personalised content, it is very well received by them.


Tablets are actually exceeding Smartphones in web traffic. This is very interesting as it highlights the need for mobile optimised websites. However, many organisations do not have a mobile optimised site and rely completely on their desktop sites. Consumers might still access the desktop site via their mobile or tablet but very often this also means that the conversion rates via mobile is very low. 41% of businesses revealed that their average mobile conversion rate is 0.5%. Instead of spending a lot of their budget on expensive apps, tourism organisations and destinations should ensure that their websites are mobile optimised first, as this will certainly increase traffic and maybe even conversions.


Having a mobile optimised site is a very important step for tourism organisations and destinations. However, there is also the need to test the optimization and ensure that all content within the site can be accessed via a mobile or tablet device. Adobe’s research showed that a lot of businesses only test their optimisation on the landing pages and homepages. This testing process needs to be extended to all sites in order to ensure that users can access all content without problem. By ensuring that content is personalised, mobile optimised and this optimisation process is also tested, businesses can be sure that their budgets are invested wisely and they stay ahead of their competitors.

More from #DTTT

  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
  • In April we present:
    Designing the Future of Tourism – Weekly Tourism Industry Impact Call : Week 6

    At the #DTTT, we are working closely with destinations to find out what’s going on behind the scenes. A different week brings different perspectives. This week on the #DTTT’s sixth Tourism Impact Call, we discussed the role of technology and innovation as a solution for the industry, as well as featuring innovative community initiatives, and […]

    #COVID-19 #industry #product #strategy #technology #tourism
Show more
© 2017 Digital Tourism Think Tank