subject: Tourism: It Is Going Online [print this page] Tourism has always been an marketplace based on technology innovation. It is not a surprise - mass transportation which travelers need to actually begin and end your journey is often t (airplanes, ferries, etc) can be considered technology innovations themselves, not just the tourism experiences. What's happening right now is an innovation online - the Internet is a new media platform that changes the process in which consumers plan and purchase holidays, as well as how supplies market themselves. And for most, it is a win-win.
The heart of the travel revolution is the sophistication of the technology consumers use. It used to be that only the geeks could benefit from online booking tools and research platforms, but that isn't the case now: it's almost too much choice in ways that a traveler can comparison shop and look for experiences that are not only to their liking but also meet their budget and availability requirements. Search engines are paving the way, with their ability to connect niche segments - small tour operators and boutique hoteliers can list themselves in the search and then travelers can use keywords to find them. The needle in the haystack is no longer so difficult to find.
Suppliers are also finding innovation in online technology - in the way they market. Social media is leading the way with sites like Twitter and Facebook giving businesses of all sizes an outlet to help build a community and recognition around their brand. Out with expensive old school marketing methods like brochures and in with low cost but still effective tools like email newsletters. The real time aspects of social media and ability to use personalisation technology in your communications is very very powerful. While there are downsides - the measurement, management and return on investment aspects are slowly coming maturing, so many businesses are finding true success.
Travelers can find themselves overwhelmed pretty easily when it comes to social media, the same as industry suppliers. The best advice to remember is that despite all the options, some things will be for you and some things will not. Experiment with an open mind and take away what for you.
Travel is going online. From the consumers and their desire to research and compare, to technology companies who continue to further their innovations. Are you coming along for the ride?
by: Aidan Jones
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