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tourism and travel in the digital era
Posted by simon ashwin On Friday 28 Mar 08
Even more so than the publishing and automotive industry, it’s the travel and tourism sector that’s been most affected by the expediential growth of the internet.
In particular, its Web 2.0 trends such as user generated content, communities of travelers, interactive experiences and Facebook Applications that are changing the way in which consumers’ research, plan and transact their travel experiences.
While developing a digital strategy for a travel client, I stumbled upon a statistic – over a quarter of all US travel related sales will be made online. That’s led to a huge shift in every aspect of running an organisation within the travel and tourism industry.
At a recent seminar, Travel & Tourism in the Digital Age, (staged by the Australian Interactive Media Industry Association (AIMIA) at the KPMG Auditorium in Sydney), about eighty industry leaders and members attended to listen to four speakers, in what I believe was a good insight into the ways in which the web, technology and the travel industry are merging.
Some of the key challenges that are facing the sector are;
1. User empowerment
2. Users seem to be working it out faster than many businesses
3. Lack of industry and overall business knowledge to help guide travel businesses: worst still, lots of hype.
4. Retail discounters like wotif.com.au
5. Unbranded discount travel
It’s obvious that key players in the travel and tourism industries are taking the lead with tackling these challenges - and those that don’t develop and continually update their online strategy will continue to lose market share.