For a while we have been hearing about the digital transformation in companies and industries, especially in the tourism and travel sector, where digital adaptation is not optional but rather an indispensable condition to continue being competitive and responding to new consumer demands.
According to the Fundación Orange study on Digital transformation in the tourism and hospitality sector, “the tourism and travel sector makes extensive use of both information and transactions in all stages of the value chain.” Consumers search for information before a trip, they compare and check opinions of other travelers, and then they reserve tickets, hotels, and even tickets for shows and museums. During the trip, from online check-in to looking up information about restaurants and leisure activities. After traveling, they add their review to the information that other travelers will consult. All of this is done on a mobile device in more than 50% of cases.
With this in mind, digital strategies in this sector are increasingly based on online presence, differentiation, and reputation in order to be competitive.
But there are two ways of adapting to this digital transformation: being reactive, that is, incorporating technologies and processes that respond to consumer needs; or being proactive, offering new unexpected possibilities that take the customer’s digital experience to a new level.
In this adaptation, the role of the mobile device is gaining importance, since its use in all phases of the process is increasing every year, especially among millennials. In fact, for 90% of Spanish companies, going mobile is the key trend in digitalization right now (Digital Business Trends. Adigital, 2015).
With this in mind, many tourism and hotel companies are not just putting their web or offline functions in mobile format, but they are also creating experiences and new business models designed specifically for the mobile channel. The following list of factors gives an idea of the full potential of digitalization:
We could say that mobile technology is developing so quickly that it is hard to get an idea of all the potential it holds for the tourism and travel sector. The digital transformation clearly happens when you listen to clients, understand them, and constantly offer them unique experiences.