Travel + Technology = New normality?
Can YOU think of a place where you have ever been to??!! YES is probs the answer mostly said :), doesn’t matter if its for work, holidays… people travel a lot! Indeed, reported by Statista, the number of International tourist arrivals worldwide between 2010-2019 reached 1.46 billion approx.
BUT with people moving ‘round…is the travel sector stable and static? NO! Only the opposite, a volatile industry far from being immune (known word by now) to world changes. To reduce the possibilities of a crisis, adaptation to new scenarios is suuuper important. Here comes the effect of technology to make the sector stand out at all times!
NOW, are YOU excited to see how technology improves travelling opps?! The journey is about to start exploring globalisation, sector infrastructure and travel marketing… Pay attention!!
How did people travelled in the past? VERY differently! Why? The world has become integrated → Globalisation process, movements & exchanges occur ALL over the planet:) Consequences? People want to travel further distances & quicker as new places are known and to do SOOO…. for example, Boeing 787 aircraft used advanced physical technologies such carbon laminate composites & more electric systems to allow “long-haul” distances opening up GLOBAL MOBILITY.
But it doesn't end there! More people travelling overseas = higher exposure to different cultures, famous by ‘new culture economy’ concept. Internet as INFORMATION TECHNOLOGY contributed → people had access to info about the world! It even reached 4.66 billion global users in 2020 (We are social & Hootsuite). Indeed, culture trip highlighted that 60% of people in the U.S and UK are outward-looking influenced by different cultures. To avoid culture shocks, travel borders &companies should connect with the foreigner… HOW is it possible?!?!
For example, adapting existing websites to different languages and cultures → multilingual websites arise, using translation services, to guide tourists! Indeed, it wouldn’t be possible without, in my view, the main revolution: SMARTPHONES.
Do YOU remember going to tourist information centres and taking a set of maps and brochures?!?! No longer needed :) Getting lost?? Nothing to worry about :) Google maps guides you anywhere but also offers SOLUTIONS (suggested routes, traffic conditions…) using AI programming as CC+ or JavaScript . Indeed, its usage is growing as Statista confirms, in Germany 13.67 million users in 2016 comparing to 10.47 in 2013. As an extra, voice search was created. Without the guest having to focus and type, it is handed in real-time, up-to-date and more reliable!
By now, YOU might be wondering how are travelling service providers adapting??! THEY focus on TECHNOLOGY usage for infrastructure improvement and marketing; consumer focus.
WOW- Did you know the importance of location infrastructure for tourists? For example, South America is in high risk of “overtourism”- excess of tourists as the number of visitors is growing (5.5% in 2017 and expected to continue!!) for its underdeveloped infrastructure. Also, it is measured by social (hotels, stadiums…) and transport (airports, roads…) resources which settles YOUR holidays satisfaction! You probably wouldn’t want to wait too long for a service right?!
Good news!! Exciting solutions were thought!! Recognition technology such as retina scanning used to unlock hotel rooms or check YOUR board gate at the airport or facial biometrics to check out of the hotel. Apart from reducing queues, they eliminate the need for holding a card that can be lost or stolen; increasing security!! Also, use of Robots to improve security in the airport (detect weapons) as Knightscope or to create a robot-staffed hotel such as Henn-na Hotel (Japan) programmed in different languages to speed up processes and solve inefficiencies :) However, these technologies could have high initial costs and even higher maintenance costs!!! Is it worthy?!?!
As YOU have seen, the travel sector is evolving!! BUT it’s not enough just yet, agreed? What about people approach to book holidays?
Before world wide web, the travel agents world was on spot! BUT shopping for the right one took much time :( while a limited range of products were offered→ holidays locations/hotels they had partnership with not updated real-time. Indeed, 700 travel agents went out of business in 2017 (Local Data Company) Why?!? BECAUSE overwhelming online competition!! Travel booking platforms such as Booking.com or Expedia are taking over!
Online booking platforms are seamless on travel research, booking and payment (instant gratification!) and anywhere accessible; they have voice search option that is widely used to make the process even easier!! Indeed, 36% of UK tourists use it (Travelport). Also, there is a NOVELTY going further → AirBnb. Using “sharing economies” and “peer to peer travel” where tourists stay in someone’s home but… at a fraction of the cost!! Perfect for Zoomers right?
BUT it’s not a black or white matter! Reported by Branded Polls 62% Gen Z and 59% Millennials feel overwhelmed by Internet info. Indeed, that’s their main problem: too many options to choose from = much time researching either to find the cheapest, their exact preferences… suggesting that there is still clear demand for travel agents.
BUT, as more travelling options become advantageous by technology usage, how companies keep their fame?!?! It’s harder than ever! Big data softwares are created as reputation management software — organise customer feedbacks, bring real time alerts… and blockchain technologies to trace luggage (eg Winding Tree) or manage customer loyalty schemes. Also, Social Media share experiences with customers, increasing fidelity :)
Its problem? If everything goes PERFECT, the service get amazing reviews but what if DOESN’T? People write on real time damaging, quickly scalable reviews known as ‘OMG THEY DID THAT’ situations :( For example, United Airlines was hit via Twitter after a video of a passenger being forcibly removed from an overbooked flight went viral! There is even a Wikipedia page for the incident (shared 87,000 times and viewed 6.8 million times in less than a day)
There YOU go!! Travel sector have many challenges, but are they solved with technology advances?!?! Technology improves the approach to tourists and companies’ business model… BUT could also be a weapon and damage companies’ reputation :( My best advice is to understand the pros/cons of technological advances and use them carefully :)
Overall, it’s an exciting path development conditions so, WHERE is the next step guiding us to??
I CANNOT WAIT TO FIND OUT, WBU?
