Traveling has always been one of the most rewarding experiences for people. Travel is that situation where people are encouraged to explore places, its inhabitants, cultures, and gastronomy different from those that live day by day.
Historically, a trip began with planning: buy airline tickets, book hotels, search for the main attractions and keep in mind those places that could not be missed. All this is what was originally called “pre-trip” and was one of the most important stages of the process.
Once in the destination, and you are already in the “in-trip” stage, only look for a place for the enjoyment. You take enough photographs, tour and visit different attractions to meet local people and enrich the experience.
Once you are back from the trip, it is nothing compared to the feeling of having the photos revealed and share the experience with friends and family. It was the “post-trip” stage, and for many, it is the most significant.
With the advancement of technologies and mainly with the massification of smartphones, that process “pre-en-pos” journey has changed drastically.
The Total Intelligence
Today, only air tickets have a precise relationship to the anticipation of demand, but the trend is increasingly marked that hotels, attractions, and experiences to live are chosen once in destination and based on the recommendations that other travelers have realized.
Memories are kept in posts on social networks like Facebook and Twitter, Which allows visitors to express their conformity (or disconformity) instantly with certain aspects of the experience. It reconfiguration forces us to rethink the way in which from the industry we approach the travelers.
We can identify at least 5 technology events that make possible a new way of managing travel.
Internet of Things
With Internet of Things, millions of connected devices manage to generate a quantity of information never before imagined by the human being.
At the same time, the phenomenon of Social Networks exposes billions of contents, texts, images, videos that represent in a disorderly way qualitative aspects of the people and that allow us to understand states of mind, interests, opinions, values, Influence groups, etc.
The events mentioned above could not accomplish their task without the ability to store and process large volumes of data. Only with the advancement of these variables can the known “Big Data” offer its advantages, making it possible to efficiently and efficiently store a quantity (and variety) of data never before imagined.
These events as a whole give us the possibility to act and intervene the 3 characteristics of the new configuration of the trip. Demand, Experience, and Relationship.
Each day, we face the challenge of achieving an efficiency of resources invested in developing and promoting it. The air supply today is such that it allows us to move with a simplicity perhaps never before seen.
The beaches of northern Brazil are as accessible as Cancún or Dubai and that the Colombian coffee industry is as attractive as the wine route on the west coast of the United States. This is where Destination Marketing Organizations and government advocacy organizations have the biggest challenge.
Working on demand means understanding which markets are my competitors, which are the most attractive markets with the greatest potential for growth.
It leads to the intention to buy these markets, the anticipation with which passengers buy their tickets, average duration, pleasure or business, sales channel and specific behaviors by home market.
These are the variables on which any destination should start working today, and they should keep in mind that there are already destinations that do it very well.
Internet of Things gives destinations the possibility to know a little more about their visitors even without asking them. From information from Facebook’s public profiles to eating or sporting habits that a person can have and express through the use of smart watches.
Imagine as a passenger that the destination welcomes you and recommends, the 10 best places to perform your morning routine exercises in the city.
The information gives us ways to improve the experience of people with a relatively low effort. For many visitors, these benefits are more than enough to provide compliance that is responsibly shared information.
In this sense, organizations can provide the tools to mold the basic experiences and allow the traveler to discover possibilities that he had not thought existed in this destination. The role in creating experiences (Product) can not be delegated and must be central to a destination because it allows diversifying the attractions and thus captures the attention of more diverse stakeholders.
Technology also gave the traveler the ability to express their appreciation of the experience in real time, and that also forces us to adapt the way we relate to them.
A post on social networks can encourage or make a decision change to future visitors in just seconds. This is where the way in which the destinations relate to their guests becomes unimportant.
Since a process of communication and promotion of destiny begins, the relationship must be thought in the long term, not only to attract people in a specific situation but also because they will become “ambassadors” promoting and recommending the experiences to other interest groups.
Finally, the relationship in time of a destination with a client is not very different from what any other brand would like to have with it and that over time the number of interactions (visits) increase.