Today, ideas that evolve with technology,
are transferred to the consumer with the perception of tomorrow.

TOURISM LAB

How digital transforms the tourism industry?

The impact of Digital Marketing on the tourism sector is much greater than the ultra-appealing destination photos we have seen at Instagram. The role of digital marketing in influencing consumer preferences is vital, especially as the travel experience is shaped more and more over digital platforms. We can say from the beginning that if you are in the tourism industry but you are not using digital marketing professionally, it will be inevitable to stay behind your near-end competitors. It will take a little bit more into how the digital has changed the tourism industry:

 

1

Travel and Decision Making Habits

The use of smartphones in people’s daily lives continues to increase sharply. Many of the decisions made when planning trips or traveling are now provided in the light of information obtained from digital devices and digital content. Before we go to a destination, all of the research on that destination is done on these devices. (Do you still print catalogues?) On top of that, after these pre-trip research, people are traveling and digital content consumption continues.

As more people use their mobile phones to shape their travels, it is inevitable that brands have websites that are more affordable, content enriched, and able to answer all questions. In recent years, mobile phone bookings have increased by 30%. For touristic purposes, 95% of the people who travel are reading at least 7 comments written by those who have gone there before. In short, your customers are consuming digital content very seriously before making their purchasing decisions. If you are not part of it in the positive sense, it is getting harder to attract new customers.

2

Content and Experience Transfer

Another aspect that the tourism industry is influenced by is the increasing diversity of content intensity and therefore the facilitation of the transfer of experience. When we refer to experience transfer, we mean; for example, a customer staying at a resort shares their experiences visually and textually on their social media accounts for an average of 3 weeks when they stay at the hotel and return home after the vacation ends. Points, photos, videos, etc. that are relevant to the resort or not … And all of this content is passed on to the friends around the experience of this customer. It is necessary to create a strategic digital customer experience to translate this content intensiveness and experience transfer into the brand’s favor. Let’s give a concrete example: If you are a hotel owner, create areas in your hotel where people want to take photos. This way, the hotel’s visuals will start to travel more in Instagram and Facebook.

 

3

Creating and Improving Loyalty

Finally, another issue is feedback from people who experience your service. With Digital Conversion, you do not have to do anything extra to collect these feedbacks you’ve been collecting with surveys and forms years ago. Because people will share comments about you and your brand (positive or negative) without hesitation. You can easily search for your brand name on Twitter or in dictionaries. These comments will help you improve your services and build long-term loyalty to your customers. if you can use them efficiently, of course. When you listen to these feedbacks and start doing something for the customers, you can surprise them on their next visit. The effect you have on their experience in this experience will become more unique.

 

Use of Digital Data in the Tourism Industry

Today, according to many large companies, data is the new currency. Because of the data, especially with unique and operational data, you have a chance to reach the masses your opponents can not reach.

We use the data mostly in digital advertising campaigns. If you are a Antalya based hotel, for example, in the last 60 days, we can show you ads from people like Germany, Austria, England, Poland, who have made airline tickets to the Antalya region with an interesting offer from Facebook and Google. The use of the data may vary widely depending on the tourist area and the needs of the brand. Another suggestion we can give about data is that if you have a structure that is booked on the internet, you have to be a long term data collection and use strategy.