Global Tourism Survey: Visitors Expect Better Digital & Mobile Experience

The purpose of this post is to outline the conditions that make the use of digital & mobile devices, efficient in the tourism industry.  

Indeed, the survey TRAVELSAT© Competitive Index, TCI Research, shows that customers aren’t very satisfied with their m-tourism experiences. However, the degree of satisfaction varies according to destinations and markets.

For example the North American and Pacific Regions manage better these technologies as they offer better experiences than European destinations.

(Source: The Drum)

The key issue is that technologies do not take enough into account visitor’s needs and expectations. They may then become harmful for an industry’s performance, or the DMO’s goals since they are powerful tools of competitiveness, especially for BRIC’s Market.

An example of an unsatisfied visitor experience can be its difficulty and complexity in finding the data he is looking for. For an average user of these devices, too much information may “kill” the information, while web influencers have more knowledge to quickly satisfy their needs.  Thus, to improve the visitor’s experiences towards the use of m-tourism, providers should select information, segment and target visitors, communicate with users and accompany them. They need to provide the right users, with the right content at the right time. For that matter, tourists with special interests (museum, golf, shopping, events) will be more likely to be satisfied with digital hospitality experiences as long as existing applications available are clarify.

In other words, TCI research CEO Olivier Henry-Biabaud states: “Competitive destinations are those able to find the right balance between digital and human-based hospitality services”.

Understanding how to make m-tourism services efficient is relevant as it participates to the general experience of a visitor within a hotel, a city, or any destination. Customer satisfaction will be affected, just as, repeat behavior, world of mouth and level of spending will be.

                  Written by: Julie Delattre & Justine Audouin

Key words: m-tourism, digital & mobile devices, visitors, technologies, apps, destination, hospitality.

More info about TCI Research at: 

http://www.aboutourism.com/global-tourism-survey-visitors-expect-better-digital-mobile-experience/ .