Travel Tech

Apple iBeacon, an indoor proximity system, is invading the market. The system detects all mobile devices in a diameter of up to 10 meters and enables to push notifications towards them. Mariott International and Easyjet are both testing the system according to tnooz.


The iBeacon enables to push relevant notifications to travellers with an iOS or Android device, depending on which location they are in. Compared to a GPS, the bluetooth system delivers more specific awareness and is an asset for indoor location. However, to be able to receive notifications, the app of the company needs to be downloaded on the device and the bluetooth functionality switched on. The iBeacon terminal notifies the application only when it detects iOS devices. It is able to alert apps when a consumer is approaching or leaving an area.


After American Airlines and Virgin Atlantic, it is the turn of EasyJet to test the iBeacon, reports FutureTravelExperience. The low-cost company have installed iBeacon in Luton, Gatwick and Charles de Gaulle airports, in order to facilitate customers’ airport experience. EasyJet pushes notifications to passengers once they are around the bag drop and security area, reminding them when passports need to be presented for example. iBeacon technology is about to take off and to be adopted, as SITA has already accommodated 10 airports this year, including two in partnership with American Airlines


Mariott International has also announced it will test the iBeacon technology, reports Mobile Commerce Daily. The new version of its apps Mariott Mobile Guest Services launched by the end of July will include a new service 'LocalPerks' linked to iBeacon functionality. Customers, who are members of the Mariott rewards loyalty programme, who have an Apple device, the Marriott apps and turned on the Bluetooth functionality will then be able to receive offers on their device based on their precise location within the hotel. This geo-targetting enables to reach consumers with real-time and contextual offers. Near the restaurants, costumers will receive discounts on meals and near the leisure centre customers will receive offer on spa treatments. The hotels will also add offers in local businesses around the hotel.


The iBeacon is a cheap technology, easy to install and easy to use. It’s a good way to develop proximity communication. For example, destinations could take advantage of the technology to accommodate the tourist boards’ offices and be able to push information to visitors about events going on in the destination or warnings about the weather (by the sea or in the mountain) or even about how long they have to wait to get some information.


Although the iBeacon allows to be more accurate when pushing notifications to consumers, the technology still requires too many settings (download an app, turning on bluetooth) to have the chance to be adopted by consumers in this version. However, this new technology demonstrates the increasing requirement of developing localised and contextual communication, especially with the growing adoption of smartphones. The future of iBeacons is likely a technology working on its own with no application needed. But then a new question arises: how intrusive can marketing be?


More from #DTTT

  • In June we present:
    New Normal, Same Visitors
    How can destinations safely reopen to international visitors? What are the strategies behind the reopening and what's the role of DMOs? These are only few of the questions we asked to VisitJamaica, who told us how they successfully managed to keep the nation safe for both of international tourists and locals, developing effective protocols and solid [...]
  • In June we present:
    Staycation Storytelling with Visit Estonia – Weekly Tourism Impact Call: Week 13
    DTTT · Staycation Storytelling with Visit Estonia Where do destinations find inspiration for their campaigns during COVID-19? How do they convince people to travel again and engage with the local tourism sector? With the focus on recovery and the domestic restart, we have seen many different campaign approaches aimed at the domestic market. The latest [...]
    #domestic tourism #recovery #COVID-19 #visit-estonia #storytelling #strategy
  • In June we present:
    Why is Design Thinking so important in identifying solutions?

    We are in an unprecedented moment in the industry’s history, which must redefine itself. Businesses must pivot, but with a purpose, destinations must demonstrate leadership, value and co-design a new future for tourism. In today’s remote world, amidst the uncertainty, we will enable the industry to develop empathy and co-create impactful outcomes for the benefit […]

    #solutions #recovery #remote design thinking #DMOs #strategy #tourism
  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • 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
Show more
© 2017 Digital Tourism Think Tank