Travel Tech

There are a number of trends that are being mentioned a lot by thought leaders and experts in digital marketing in the tourism industry. Interestingly, these experts are always leading the way and are much more advanced with regards to recognising the power of digital technologies and innovations and also the change in consumer behaviour demanding and resulting in out of the box thinking. In the following some of these more refined ways of looking at current trends in digital will be explored in detail in order to show marketers what key trends need to be considered by them in the short and long term with regards to developing their individual digital strategy (DTTT 2013).


People or the customer is in power and this empowerment is happening with the help of digital. Previously, many businesses had power of the consumer and simple rules of demand and supply were impacting on the tourism industry. Now, with digital being such an integral part of our daily lives, the customer is at the core of everything and is also empowered through the availability of technologies and the wealth of online channels and platforms that can help the customer in its travel decisions. This also means that another very interesting trend is emerging. Social commerce. With companies such as airbnb growing dramatically with 3million stays in 2012 alone, the customer is also doing business  from customer to customer.


Storytelling is another major trend that is becoming increasingly important, as through the use of various platforms and channels a story can be told much more efficient and the overall experience that travellers have with a story is heightened due to increased use of channels and platforms. This is good news for tourism, as every destination or business has a story to tell and through digital, experiences linked to stories can be told and amplified. Destination’s role in this storytelling process is essential, as many businesses can contribute to the overall destination story. However, managing this storytelling process does require a strategic approach rather than a very tactical - trial and error approach. There are four areas that form the model of storytelling and need to be considered: 1. Message, 2. Conflict, 3. Characters and 4. Plot. All these components are essential when getting started with storytelling, as it is always about conveying a message, there needs to be a problem and there are several characters involved, that follow a plot or a set of actions. Destinations and businesses need to get started with storytelling as it is most powerful and replaces PR in its traditional sense, as it is all about stories, emotions and experiences in tourism that are the most powerful promotional and marketing tools.


Content is another important area that is becoming increasingly important in tourism. However, it needs to go beyond simple content but the editorial work on destination websites needs to be dealt with regularly, feeding in relevant content and most importantly  aggregating content that is relevant and then distributing this content to stakeholders.

More from #DTTT

  • In April we present:
    Tourism Industry Weekly Impact Call – Week 3

    The #DTTT hosted its third travel industry impact call, featuring even more valuable contributions and industry-wide insights from around the world. We welcomed more new faces and perspectives, shared recovery plans and followed the progress of destinations as the industry works through the crisis. Every Tuesday at 14:00 GMT / 15:00 CET, we will hold a […]

    #COVID-19 #collaboration #data #DMOs #industry #tourism
  • In March we present:
    Tourism Industry Weekly Impact Call – Week 2

    The #DTTT were keen to welcome even more new faces and perspectives to our much anticipated second travel industry impact call. We hosted sixty-one industry participants, who joined us in sharing their views, situations, and experiences of how the ongoing COVID-19 crisis is impacting them.  Every Tuesday at 14:00 GMT / 15:00 CET, we will hold […]

    #COVID-19 #collaboration #data #DMOs #industry #tourism
  • In March we present:
    Tourism Industry Weekly Impact Call – Week 1

    At the #DTTT, we are bringing people together across the industry to help steer them through the crisis. In our podcast you will hear a range of industry perspectives, shared experiences and insights into the direct effects and impact of the crisis. Everyone has a different response and everyone is responding in different ways. The […]

    #COVID-19 #collaboration #data #DMOs #impact #industry
  • In March we present:
    International Women’s Day – Celebrating Women who are Transforming the Industry

    Women we know and admire At the #DTTT, we love to celebrate women who have done amazing things in the industry.  These are women that we know and respect. They have added immense value to the industry with their knowledge and contribution and we are especially excited to celebrate them on International Women’s Day. Dr […]

    #International Women's Day #Celebrate #Achievements #Game-Changers #Thought Leaders #industry
  • In March we present:
    #Coronavirus – How is the Industry reacting?

     ⚠️This will be updated daily at 2pm ⚠️ Update: 03/04/2020 British Airways is joining the COVID-19 response by volunteering a company-wide taskforce who will bring their skills and expertise to communities across the UK. 87% of China hotels have now reopened according to a report by STR. Indicating that China is now showing early signs of […]

    #Coronavirus #Perspective #Visit Anchorage #Kyoto Tourism #tourism-australia #DMOs #industry
  • In February we present:
    What is structured data and why is it important for DMOs?

    #TechInsights | What is structured data and why is it important for DMOs?  Structured data may be a term you are already familiar with, one of those terms you have heard but you’re not quite sure what it means or why you need it, or you have absolutely no idea and are yet to explore […]

    #structured data #rich snippet #SEO strategy #schema markup #voice search #content
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge