Tourism in transition

A Vacation Like in the Old Days

Let's think back to our most cherished vacation memories! Of course, for each reader, that means something different.

For some, it might have been the annual visit to their grandparents' farm. Fresh nature, lots of animals, and above all, the best apple strudel in the world (because Grandma made it). For others, the most memorable vacation experience might have been their first beach holiday abroad. Spending the whole day on the sandy beach and diving into the breaking waves whenever they felt like it. So beautiful, so wonderful!

And yes, all our previous vacation experiences have influenced our current vacation preferences – some still prefer traveling to the south, while others prefer the peace and quiet of the mountains. Many of my vacation destinations from back then are unfortunately no longer available. In my case, that means if I ever feel like taking a vacation like in the old days, my first search is:

"Hello Google, find me a beautiful vacation spot like back then!"

Huh? How on earth is Google supposed to know how you spent your vacation XX years ago?

Well, at least I hope Google doesn't (yet) know! But these days, Google is smart enough to give me an answer like this: "I'm sorry, Matej, I don't know what your best vacation experience was back then, but here are some other great vacation destinations: …"! And then Google shows me a multitude of wonderful vacation destinations. And most of the time, I'm amazed. Because Google really does show me amazing places. And Google doesn't just show me the places, but all the experiences and accommodation options that go with them. Should it be more affordable? Or something a bit more exclusive? More peaceful or more urban? The filter options are practically endless. And eventually, I find my new (dream) vacation (I admit, I can be a bit picky sometimes).

So, actually, using the internet—searching and being found—is really quite easy, isn't it? Just open a search engine, and within minutes, I find everything. Digitalization is great, end of story!

Well, admittedly, it's not quite that simple. These days, it's not enough for a tourism business to simply rely on being found via Google. That's just the beginning of the customer journey…

The Pandemic

The COVID-19 pandemic has caused unprecedented digital disruption worldwide. From a technological perspective, existing digital trends have accelerated.
However, the pandemic has also had severe economic consequences, pushing many industries to the brink of collapse. The tourism industry was particularly hard hit by the measures taken to contain the spread of COVID-19. Virtually the entire value chain collapsed, and the long-term effects are still largely unpredictable for most companies.

Of course, even before COVID-19, it was clear that a greater focus on digital trends would be essential for attracting and retaining guests. COVID-19 simply acted as a catalyst.

New (Digital) Paths

The customer journey (from the booking process to the subsequent reflection) is becoming increasingly digital. The search for new travel destinations usually begins on personal smartphones or tablets. The traditional travel catalog, in its current form, is (almost) obsolete or plays a negligible role in the pro/con decision-making process. Information is now sought via search engines like Google or travel-focused platforms such as TripAdvisor or Booking.com. For businesses, this means creating a professional website. Homepages must be easily accessible from any internet-enabled device – whether smartphone, tablet, or PC! Being found online also requires considerable effort and investment – ​​terms like SEO, SMO, etc., should therefore be familiar and play a significant role, especially in the initial selection process. In this context, maintaining a well-organized social media presence is also crucial. Facebook, Instagram, and similar platforms have become not only important advertising tools but also essential communication tools for maintaining and improving customer relationships.

To further assist potential guests in their decision-making process, integrating 360-degree tours is sometimes recommended. These tours allow visitors to not only view all the advantages of the business or region in two dimensions but also to virtually explore them. Here, too, quality matters!

In today's digital landscape, it's easy to get lost. The resources required to be active in as many digital spheres as possible simultaneously can be enormous. To support tourism businesses in their digital transformations, companies like Staymate offer comprehensive solutions, ranging from integrating chatbots for customers to providing printed weekly programs with excursion tips and other guest information.

Where is the journey headed?

With or without a pandemic, the use of digital (additional) tools in the tourism sector will continue to increase. The days when 100% occupancy could be achieved solely with regular guests are unfortunately over. This is partly due to changing travel behavior. Current trends point more towards short breaks (weekend trips, week-long vacations) and a higher visitor turnover rate. Furthermore, customer service begins much earlier than the actual arrival time and usually continues long after guests have checked out. Digital points of contact are a constant companion in this process, intensively and sometimes seamlessly supporting it.

What else might be in store? Even now, visitor mobility behavior can be predicted in a targeted manner using data collected from mobile devices. Where will they park? How long will they shop? Where will they eat afterward? All of this can already be accurately predicted in regional field trials. It is up to the individual destinations to make the most of it in order to make a return visit particularly appealing to future guests.