Just how much have things changed for the tourism and hospitality industry in the last five years? What are the changes in traveler preference? How has the industry adapted to these paradigm shifts? These are just some of the questions answered by a study that surveyed attendees of the Enderun Tourism & Hospitality Tech Summit 2018.
Two hundred fifty-two respondents were asked about their preferences in different key areas of travel, choosing between more traditional approaches or modern digital technologies:
Click here to view the full study from the Enderun Research Department.
The motivations behind these preferences vary. For example, a majority of the respondents, a mix of attendees and exhibitors, claimed that they preferred online booking through travel apps because these platforms provide better rates when compared to agencies or direct booking.
The results of the survey are interesting in that the respondents showed an eagerness to use technology in many key aspects of travel planning. However, many of the respondents also said that there is still significant interest in traditional services such as phone inquiries, front desk services, and on-site payment. This clearly shows that despite the increased preference for tech solutions, there is still a distinct preference for services that offer a human element or personal touch.
How has the industry adapted to these changes in preference?
To credit the industry, many businesses have gone out of their way to modernize their services and provide the technological solutions their guests and clients prefer. The participating vendors and agencies were also asked to share the ways they’ve been using technology in their respective businesses:
For the most part, these businesses primarily use technology for marketing purposes, mostly on social media and online travel agencies (OTAs). This is followed closely by payment gateways and options, as well as data-gathering efforts. As for the types of technology used, they claim to have the following in place: big data (27.8%), social media (25.8%), travel apps (23.8%), IoT (11.9%), and AI/chatbots (10.7%).
The use of these technologies has been quite effective for these businesses. When asked about the impact that these solutions have had on their business, the respondents reported favorable results:
Effects of technology adopted on the business
Click here to view the full study from the Enderun Research Department.
