Nowadays, with electronic
devices such as smart phones, tablets or computers we are constantly connected
even on vacation, it is becoming an addiction. In this hyper-connected world,
it is difficult to travel without being tempted to use our technological
devices. Whether to check emails or inquire at destination using a smart phone,
these daily habits drive us to work in times devoted entirely to escape and
relax.
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| Source : CNN |
According to a study made by
the company Brocade, we can notice the importance of internet access in the
decision making of the travelers. Thus, for 37% of the respondents think that
having good network coverage is an essential criterion when choosing a
destination. Moreover, to fill their “internet addiction”, 86% need wireless internet
in their hotel for free and 96% take their smart phone during their holidays
and can serve for a professional or private usage. According to Phillipe
Tiennot, the country manager France at Brocade “it is more and more difficult
to separate private life from professional life due to the use of IT and
personal devices for work” (Le monde informatique, 2012). “The World Travel Market Global Trends Report even listed
digital detox as one of the next big trends to hit the hospitality industry in
the coming year” (CNN, 2012).
This trend has prompted
hoteliers to offer alternatives for clients addicted to technology. It will
allow the customer to break with his daily life and immerse himself in the
experience sought such as discovery or relaxation. As an example, nine resorts
in seven locations across the Caribbean and Mexico will offer new optional
“Braincation” tech-free zones. Customers looking for a disconnection from their
device can retreat to a Braincation zone in one of the resort in order to enjoy
peaceful relaxation without any electronic device in use (ehotelier, 2012). Another
example could be the hotel Renaissance in Pittsburg which proposes a new
formula called “Zen and the Art of Digital Detox”. Each customer has to give its
digital device to the reception when they arrive, and can only recover them the
day of the departure. In the rooms, cell phones and televisions are replaced by
books (Veille tourisme, 2013).
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| Source : The Digital Detox |
Another way to motivate
people to leave their smart phone or laptop is to give them discount on their
reservation. It is the case of Via Yoga which organizes yoga and surf trips in
Mexico and in Costa Rica, the company offers 15% discount if the customers do
not use their iPhone during the entire journey (The Wall Street Journal, 2011).
The Westin Dublin offers a
“Digital Detox package” which encourages customers to dispose of their units to
enjoy relaxation through massages or breakfast in the bed. Those activities
allow them to forget that they cannot use their gadgets. In a weakness moment,
the hotel provides a survival kit that includes board games or guide to
discover the city of Dublin. In Washington, the hotel Quincy Hotel suggests the
“Be Unplugged” package that includes a gift card for a bookstore, a pocket
guide for self-guided walking without smart phone and a travel diary for the
customers to express themselves and to clear their minds (Veille tourisme, 2013).
Thanks to those examples, we
have seen that in order to push customers to take a break from their screens,
hotels, resorts and travel company offer deals on Twitter, Facebook or their
own website. They can also focus on amenities to reduce the stress or on kayak
lessons or guided hikes (The Wall Street Journal, 2011).
It is also important to
mention that doctors say that time away from job improves health and job
performance, never taking off can lead to an early death. And with the use of
technology it is nowadays impossible to make a break. Some studies show that
people that do not take vacations are at higher risk for developing coronary
heart disease. Scientists have confirmed that we need to have period of
“psychological detachment” in order to replenish the mental resources that work
drains away (Morell, 2012).
To conclude, in order to
avoid medical problem and to enjoy their holidays, customers should experience
the “digital detox”. However, according to Andrew Henning, general manager at
The Westin Dublin, “guests are intrigued by the idea of detoxing from their
electronic devices, but are not quite willing to make the commitment to a full
digital detox."
These new tendencies seem to
represent a nice opportunity for customers to really escape during their
holidays. However, this niche market package cannot appeal many customers
especially in the business market. As well as sustainability issues, technology
dependence can become, faster than we can imagine, a main preoccupation in the
holiday’s programs. Who has not been disturbed by a customer speaking very loudly
while making a phone call during its holidays?
Keywords : digital detox,
travel, experience, electronic, numeric, hotels, resorts, travel, holidays.
Aline Hartog & Lisa
Viano
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