Travel industry not taking full advantage of digital opportunities…
For being the chroniclers of the world’s largest and most creative industry, most of travel companies have not managed the legacy-to-digital transition well, and have not been able to take advantage of the latest and best digital tools to scale their businesses in digital.
Tourism offerings are not clearly set out, described, or marketed to possible visitors – and are far behind global standard – this directly influence buyer decision not to book…
Travel marketing can sometimes be deemed by travellers or tourists as being inadequate, false, or exaggerated.
In order to change this perception, marketing entities must work towards developing innovative marketing solutions to lure the new crop of travellers who are becoming more discerning and informed.
In addition, technological disruptions and the influence of social media also mean that it’s a time of both opportunities and risks. Travel marketers must look to harness tech and creativity to find their way into tourists’ travel plans. On the other hand, they must also pay attention to localised content.
We see poorly developed websites –
Horrible online user experience on websites, trying the figure out where it is and what’s on offer and how much it will cost. Slow opening pages, not operational galleries, cant find rates, or simply cant find what they look for.
Nowadays travellers want instantly when they surf the web.
No proper contact and locations having to fill in long forms just to get one question answered
No properly produced videos that at least show minimum of what to expect. It’s no secret video is the future of the internet and yet not even 5% of tourism offerings are presented in video…
Travellers are always looking for new and exciting products – and tourism providers offer the same old-same old, what happened to innovation and creativity?
Travel industry needs to “develop flagship tourist attractions and communicate brand effectively,” advises a McKinsey report.
Globalisation is leading the creation of uniform standards and protocols
However, the unique selling point (USP) of travel companies or destination marketing organisations (DMOs) lies in providing a rare and unique experience. The travel industry, therefore, works towards offering products that allow the average tourist or traveler to experience something they have never experienced before. Novelty is a much-needed element in today’s travel aspirations.
At the same time, localisation is also important
Tourism boards and travel companies must know how to connect with the foreign traveler. They must make use of translation services to create multilingual websites, vital travel information, and essential signages that can guide tourists in the proper manner. Tourists must feel welcomed and at ease while they are away from home.
Lack of trained personnel
Tourism needs people who are both inspired and well trained. Yet, too few people in the tourism industry speak multiple languages, are proficient in high tech computer skills or have a good knowledge of statistics and how to utilise them. This lack of education and training creates not only numerous financial losses but also creates lost opportunities and the inability to adapt to new challenges.
The lack of amenities or the over-charging for the use of amenities
In too many locations around the world there is a lack of simple amenities. From clean and potable water at hotels to well-maintained public rest rooms. In all too many locations finding simple public services is a constant challenge. Signage is often unintelligible to the foreign tourist, parking turns an outing into a nightmare, and as hard as it seems to believe there are all too many “good” quality hotels that charge for internet service. In many locations the hotel’s in-room phone service is outrageously expensive even for local calls. The lack of amenities or the over-charging for their usage destroys the sense of hospitality and turns guests into mere customers.
A number of initiatives in destinations in many developing countries are designed to enhance local employment in tourism, such as by supporting the substitution of locally-grown and locally-manufactured products in place of imports in the tourism sector, the establishment of investment and loan funds to assist local tourism businesses to start and expand, or the setting up of employment bureaux to match employees with tourism jobs. There is a huge need for more of these…
Some destinations have set up local quality of life and sustainability programmes using sustainability indicators to monitor environmental quality, and in some cases, biodiversity, as well as monitoring visitor satisfaction and changes in tourism markets. Marketing, products and operations can then be adapted according to the monitoring information obtained.T here is a huge need for more of these…
Other challenges to growing tourism in developing countries include a lack of tourism policy, lack of law enforcement, and lack of government concern for the industry, lack of promotion and image building, lack of banking services, and lack of clearly defined benefit-sharing mechanism within the community.
Business changes slowly because there are so many tourist hustlers at every attraction who do the same business that licensed establishments and operators do. Hustlers who are not licensed take away business. The government cannot control them or they don’t want to stop them.