Digital disruption in tourism [part 2]: next steps for operators
Published 16 July 2018
In part 1 of this two-part series we looked at the forms that digital disruption takes and how they play out through consumer behaviour and expectations. Part 2 outlines what tourism and hospitality businesses need to do to cater for their customers of the future (and today).
Besides increasing business adopting new technologies provide other positives such as streamlining processes, saving on costs/increasing profits, and most importantly giving your customers a more enjoyable experience.
Ensure you provide highly capable available internet connection. Your guests want fast, reliable access at all times.
Ensure your booking/payment function is seamless and simple to use. It also needs to be easy to change bookings.
Have a self-service artificial intelligence function (chatbot) on your website to streamline bookings and answer questions. Analyse what sort of information customers are seeking and adapt your website content accordingly.
Connect automated services and systems utilising cloud-based software to integrate customer data and transactions.
Regularly post content to your website, using video and drone photography to make it come alive.
Use social media to tell stories about your business and invite feedback, which should be monitored to provide customer insights.
If your business is a hotel consider enabling smart phone keyless room access, but always remember personal service is an important factor.
Open communications and greater connectivity can have a downside too. You may need to outsource some functions and enter into partnerships to facilitate others. Your digital operations must be supported by robust security measures, backed by regulatory controls and legislation.
To protect your own operation and your customers’ data you will need cyber insurance. Gallagher’s specialists can help tourism and hospitality businesses identify their operational exposures, advise on formulating a risk management plan and structure insurance cover to protect themselves against the fall-out from a customer data breach.