OFFLINE VS ONLINE TRAVEL SALES
Split By Category (Global, USD)
100%
80%
60%
40%
20%
0%
2016 2020 2016 2020 2016 2020 2016 2020
Travel modes Lodging Activities Intermediaries
Offline
Technology at the core of
the travel industry
Data analytics, artificial intelligence,
mobile, social media and messaging
functionalities are among the areas
of technology currently driving
substantial change in the travel
industry. These technologies are
able to enhance consumers’ travel
experiences, and at the same
time provide powerful tools for
companies, which can use them to
execute more targeted marketing
campaigns and provide better service
to customers, ultimately becoming
more competitive.
New mobile and wearable apps
are launched every day, focused
on companies’ services (check-
in, keyless entry etc.) or on the
travel experience (translator, maps,
reviews, reservations etc.). Even if
online travel agencies are among the
most important advertising clients
for tech companies, the competition
48 ILHA
Online
between them becomes direct after
tech companies launched options
for direct booking (e.g. Google),
aiming to build share also in online
travel sales. Virtual assistants lead
consumers through the booking
process, Expedia’s chatbot for
Facebook Messenger being just one
example. With dedicated content
marketing strategies targeting
millennials, social media such
as YouTube, Twitter, Snapchat,
Instagram and others provide
possibilities for brand recognition,
brand loyalty, guest interaction and
improving guest experiences.
Personalization is one
of the Buzz Words in the
Travel Industry
Although not a new phenomenon,
personalization happens already in
different forms and with increased
digitalisation, companies will be able
to provide more targeted travel
experiences based on customers’
profiles, preferences, and hobbies.
In hotels, the implementation of
innovation and new technology
started with keyless entry in 2014
and has progressed to wearables,
robots, virtual reality and proposals
for room alterations. Hotels can use
these to distinguish themselves from
the strongly growing private rentals.
Cybersecurity becomes more and
more important these days, with
many independent, as well global
chains, already targeted at different
levels.
For all leading airlines, the focus is
on understanding the clients and
building better experiences through
digitalization, feedback and data
collection. This means simplified
booking and check-in, improved
airport experience (such as flexible
access to lounge areas or targeted
communication using beacons) and
personalization of in-flight services
(like meals and entertainment).