The real Smart Tourism
- We have gone from three well-known phases of the trip (before, during and after) to … six
- Customer knowledge should not be exclusively targeted in the qualification
- The front office must have the same capabilities as a customer experience app
The trip, that activity that our parents solved with a visit to a reservation center and which they selected based on a finite and printed catalog. That one in which the opinion of the tourist adviser was worth more than the appearance of the photography of the room of the establishment has been completely and irretrievably atomized.
Digitization has generated a demand on the part of users, most nomophobes, which has led to a complete transformation of the phases of a trip, from its most original and traditional approachWe have gone from three known phases (before, during and after) to … six.
What are they They do not always have the same name, it depends on whoever wants to attribute the word, but we could establish them in the following: insight and search, the reservation (and I do not refer to the portal), the preparation or consolidation, the arrival, the Living or experience and post-visit.
The big sectoral actors, especially tourist groups, are trying to invest in the experience and, consequently, in the post / expo visit. The well-known StarWood group (part of the Marriot group) understands that the best way to perceive the experience (and the location of their establishments) is through their own clients. Expanding your loyalty channels through actions on Instagram, Facebook or Twitter. Digital and physical mergers where experience with post-visit is crossed.
Amazon became the reference in the sample shop, sales, distribution and customer service, does anyone doubt their leadership? He did this by means of a precise analysis of what his clients really value and what their needs were in each moment.
The tourism sector, in spite of this, is still extremely concerned about the acquisition of customers and is becoming one of the great consumers of advertising programmatic purchase, with very expensive CRM systems and marketing automation costs. Obviously, the most relevant part, the moment.
Customer knowledge should not be targeted exclusively in the qualification, what has been the last thing you’ve searched for on Google, Skyplanner or Kayak regarding your next trip. These costs can only climb and generate a scenario of distrust, while enhancing the retention of experience, obtaining referrals and added value for tourists … And, at this time, the power of Trip Advisor is already known.
How do we enhance real experience? It is a question of not easy response because no one anticipates what the future will offer us, although there are global aspects in which bets are starting to take place, such as increased experience, smart data, Digital empowerment
Increased experience, the contextual concierge
Do you imagine having applications that improve your relationship with the environment, activities and the offer of a tourist destination? Apps like CityTap, for example, allow access to this information; But here we introduce the concept of concierge, that is, a service that suggests, advises, proposes and, at heart, suggests based on our tastes and within the not so utopian context. This vision is the one that can conjugate bottles, applications of discovery, accompaniment and customer relationship, in a single ecosystem. An approach for tourist actors; An optimal vision to expand the perception and diversity of a journey experience. No Big Data, yes Smart Data.
The different tourist actors are devoted to data, structured or internal and external … but not focusing on those that provide real differentiation of supply and, as a result, to know the true experience. Smart Data are absolutely essential for an enhanced experience.
The detection of these value indicators where technology is once again a vehicle, not the object, approaching it does not have a set of solutions or maturation defined. In fact it is more a binomial of analysis in data exploitation and design thinking methodology.
Digital transformation is not intended to impersonate people by technology, but to equip their teams, and ultimately people, with tools to manage and better understand their client. Apple Empowerment of staff? Sounds them Well, that’s a fact.
The goal must be that the front office has the same capabilities as a customer experience application. These people are the ones who can provide empathy and personal treatment, are the voice of the destination, so we have to treat them at the same level as the user / client.
This can have almost “magical” effects in this area. Can you imagine that when they arrive at a cruise dinner they give them the letter and suggest a dish of the day for celiacs because their partner is it?
Soon, the question of what they would like to live or visit will be answered before being formulated.
About the author
Marketing & Digital Transformation at Doxa Innova & Smart