With the continued growth of technological progress in the travel landscape, hotel and travel companies that seek success must either catch up or risk becoming irrelevant, according to a new report.
“If you want to be successful and grow and perform well, you really have to understand the technology and what’s out there,” said Cees Bosselaar, director of business development and a destination marketing specialist for PhoCusWright, who presented findings from the company’s “Travel innovation & technology trends: 2013 and beyond” report during the World Travel Market in London.
Here, you’ll find five of the Top 10 Travel Technology and Distribution Trends that will help hotel and travel companies leverage innovation in the coming year and beyond.
1 – New Patterns of Content Challenge Distribution
The old model of travel distribution, which saw large intermediaries, including global distribution systems, aggregate content for booking, is being undermined by new models.
Personal clouds, for example, allow travelers to access information anywhere, anytime and on any device. The “Internet of things” enables integration of connectivity and objects that can influence a trip, such as real-time baggage location, weather conditions and homeland security advisories. Pervasive online communications allow even small hotel companies to connect with customers in real-time, allowing them to shop and book without delay and from nearly any device. Those same companies, as well as the individuals they serve, also are better able to collect and integrate itinerary data from multiple sources without a GDS.
2 – Too Much Choice Means Less is Better
When people are given too many choices, their satisfaction level tends to decrease. This model holds true with travel options as well.
Online travel agencies used to provide as many options as possible to exhibit their computing clout. Today the focus is on providing relevant results that target the specific needs and wants of each traveler.
New travelers have embraced technology and the multi-device format in which content can be consumed. They want to be shown the correct information for their needs.
Providing targeted content is even more critical in the mobile arena, where smaller screens necessitate both streamlined offerings as well as the presentation of those offerings.
3 – Social Technologies Change the Shape of Travel
Facebook alone has more than 1 billion users, while social media as a whole reaches 85% of the world’s total Internet users, but some experts believe that travel companies have yet to unlock the true potential of this technological boom.
When it comes to a discussion of social media, the discussions of return on investment are outdated. Instead, social media must be viewed as a way to engage with target customers.
Whether you like it or not, social media is here to stay. And in the next five to 10 years, it will continue to generate leads and performance will be up.
4 – New Efficiencies Re-Energize the Customer Experience
As demand for customer service increases, new technological advances will lower its overall costs. But travel companies must consider whether a penny saved comes at the risk of a pound of customer preference.
Excessive menu trees and outsourced call centers may cut monetary costs in the short term, but frustrate customers in the process. Each travel company needs to determine how to use customer service technology appropriately in a way that continues to reduce cost while increasing customer satisfaction.
5 – Cross-Platform Data Access Engages Users
As customers realize their dreams of accessing desired digital information on any device or platform, hotel are facing a nightmare in providing the necessary development and support for this content.
HTML 5, which allows programmers to “write once, run anywhere” could be the solution to this frustration.
According to Bosselaar’s report, Cross-platform data access requires travel companies to track the changing user-interface patterns of their customers to provide the appropriate level of service. This must be a continuing process as new technologies evolve and businesses become less restrictive about the devices their employees can use for particular tasks. Suppliers and distributors that support the most user-friendly, convenient interfaces will enjoy increased market share.
It’s a continuing process of improving your apps and improving your mobile websites. You have to continuously experiment, and you can’t be afraid to make some mistakes along the way!
You can see trends 6-10 and read the rest of this article here.