3.２ Source and access information on current and emerging customer technologies
There are a number of ways in which you can source information on current and emerging technologies:
· Subscribe to travel and tourism magazines – these will often feature new technologies
· Subscribe to travel and tourism websites to receive email updates
· Visit other travel and tourism organisations and look at the technologies they are using
· Attend industry trade shows where new technologies will often be launched
Current and emerging technologies can have a substantial effect on day to day activities and operations within the travel and tourism industry. Technology can increase efficiency, save time and save money for many aspects of the business, including:
· Making bookings
· Searching for information
· Preparing quotes
· Communicating with customers, other operators and businesses within the industry
· Storing and retrieving information
Computer software programs can be used effectively to plan, execute and monitor work activities. Memory sticks and portable hard drives allow personnel to easily carry and share information. Teleconferencing and web conferencing technology alleviates the need for people to travel to meet (for example at conferences and meetings).
Occasionally technology used (and depended on) within the industry can have problems and in some cases this can cause major disruptions. For example, when a computerised check-in system malfunctions at the airport, resulting in significant delays in check-ins and customer frustration. Despite these occasional glitches technology provides enormous value to the industry, particularly when used effectively and correctly.
Websites
Traditional sources of information such as brochures, books, and advertising are still available, but decreasing. Websites are now a fundamental tool to advertise your business, product or service to the wider community and to the world. With access to a well-established and informative website, consumers no longer need to visit a retail outlet during normal hours of operation (9:00‐5:30pm) in order to obtain information.
The website will often make the first impression on a potential customer. How many times have you visited a website which is difficult to navigate and find the information you are looking for? Therefore, it is very important that the website is designed in a way which is easy to use, has clear and concise information and is appealing to consumers (it is your shop front)!
Social Media
The recent emergence of social networking sites and services such as Facebook, Twitter, LinkedIn, Skype, YouTube is increasingly becoming a popular way to network and keep in contact with industry contacts, customers etc. Aside from the obvious social aspect, these tools often provide business operators with access to free communication and marketing tools which have the potential to reach thousands of people in a short space of time.
Trip Advisor and similar websites
With easy access to the internet and the possibility to research products and services online, most travellers these days look to read reviews prior to booking. With this ease of accessibility to travel reviews online, consumer feedback now stretches far beyond the individual reviewer to many thousands of potential guests.
In the Travel and Tourism industry online review gathering and management is especially important. It has become an important and cost effective way to manage the reputation of a business.
Trip Advisor is the leading online platform for consumer feedback and is an excellent tool for tourism businesses as it allows them to manage their reputation. Trip Advisor has trusted advice from real travellers and offers a wide variety of travel choices with seamless links to booking tools. It is the world’s largest travel site, reaching more than 260 million unique monthly visitors in 2013, and more than 125 million views and opinions covering more than 3.7 million accommodations, restaurants and attractions. The site operates in 34 countries worldwide.
Travel Apps
There are now hundreds travel related “apps” (little applications or programs), that can be downloaded onto Smart Phones and Tablets to enable the savvy user to plan and take control of their holiday.
A wide variety of Travel related apps are available such those that allow you to plan and book your holiday, read travel guides, UNESCO world heritage guide, Currency exchange, translation, trip journals, theme park ride reviews and ratings, location guides and location finders to name a few. New apps are being designed daily with some far better than others, so the user should always check their functionality before relying on them when travelling.
Many Tourism businesses also have their own app to capture those potential guests that use smartphones and tablets rather than via the internet.
