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The multi-screen phenomenon is nothing new today, with consumers worldwide making use not only of their computers, but also of laptops, smartphones and increasingly, tablets.  As a result, the average consumer no longer uses just one device, but takes advantage of the functions provided by different devices. The mobile phone tends to be used on the go, whereas the tablet is typically used in front of the TV, more for entertainment purposes. Increasingly, consumers are using these different devices alongside one another – so the devices are also competing for the consumer's attention (Econsultancy).

The Connected Experience

Currently, most products and services offered are not based on the consumer as a starting point, but follow a bottom-up approach. This implies that consumer behaviour and needs are not monitored enough to see potential implications for future changes in the connected experience that are bound to occur (Fluxx). The connected experience also raises the importance of content – tourism organisations really need to ensure that they deliver the right content, for the right device, at the right time and that these different forms of content link in well together. With this in mind, the connected experience becomes increasingly interesting and challenging for businesses.

Connected Experience and Tourism

Smart TVs and other devices are becoming more relevant for consumers, and this in turn makes them very relevant for tourism. Being aware of consumer trends and behaviour is crucial in this fast-changing environment. Tourism organisations need to keep a close eye on developments in order to react quickly to them. The connected experience can be an opportunity for tourism businesses and will certainly impact the future digital strategies of a host of destinations and tourism organisations worldwide.

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