Technology and travel

Opinions: 

Travel Tech

In 2013, travel technology trends evolved that are shaping the tourism industry. For tourism businesses it is essential to consider which technology trends are evolving and continue to shape the way in which consumers behave. Jumping on the bandwagon or ignoring trends that impact on tourism businesses can mean success or failure of these tourism businesses. After a year where some advancements and trends become game-changing for the entire industry, it is important to look at current trends and where the journey is heading in 2014. Many of these trends are interconnected meaning they will influence one another (HotelNewsNow 2013).

CONTENT

With personal clouds and other tools being available online, businesses and consumers can access data online at any time, from any location. This is a great move but also challenges distribution. Tourism businesses themselves can now connect directly with consumers in real-time and can also collect data of consumers with regards to itineraries without using GDS.

LIMITING CHOICE

One thing the travel industry learned in 2013 is that too much choice often has a negative effect on consumers as it is difficult to make a travel decision. The likes of Hotel Tonight that limit the choice make it much easier for consumers to select a hotel within minutes. For 2014, it is essential to provide targeted content also in view of providing content on the right devices at the right time. In mobile, this is absolutely crucial!

SOCIAL SHAPES TRAVEL

In 2013, the ROI of social networks was discussed widely. For 2014, social technologies are mainly seen as having great potential for engaging consumers in a very targeted way. Travel businesses are in the social space and social is certainly here to stay.

CUSTOMER EXPERIENCE

Through technology, customer services will be further improved in 2014 and will lead to an improved customer experience. Travel businesses need to think about how costs can be saved but customer service be improved over time leading to increased customer satisfaction. This is certainly something every tourism business needs to consider.

TRAVEL CYCLE

Many destinations are already revisiting the travel cycle and approaching it in a fresh and new way. In the entire travel industry, there is a need to reconsider the issues from information overload and how the individual business can address and target consumers throughout the travel cycle in the most efficient way.

BIG DATA

Big data is of course still an ongoing trend in 2014, where the tourism industry will see how big data can make travel smarter. Efficient use of big data can improve the overall performance and of course in the long-term be a competitive advantage that differentiates a destination or tourism business from others.

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