What is the biggest trend in digital technology which will affect the travel & hospitality industry in the following years?
Digital transformation is reshaping every aspect the DMC’s (Destination Management Company) business. As digital technology continues to evolve, successful digital transformation will require careful collaboration, thoughtful planning, and the adoption of new ways in doing things throughout the travel and hospitality industry.
During recent years, we’ve seen shifts in how traditional DMC roles operate, as the tried and tested scope of doing business widens and changes. Digital transformation has morphed from a trend to a central component of a DMC’s modern business strategy. Adaptability is more vital to success than ever as change is happening whether you pursue it or not. The modern DMC succeeds when they adapt to industry and marketplace shifts and incorporate new technology into company culture and operations.
The customer experience is the ultimate goal of any digital transformation. Customers are more cautious than ever; they’ll turn away from brands that don’t align with their values and needs. A top-notch user experience is a fantastic way to keep customers involved and engaged with an event. The DMC must create experiences that are consistent and positive. For example, delegate registration, social media sites to build a community and communication platform for specific events and share pre-event information. Digital technology interwoven in the conference production and encouraging greater audience participation, such as Sli.do, digital elements to enliven coffee breaks and down-time. WiFi is now a must, not an added-bonus, as delegates need to stay connected.
Proactive innovation for a DMC is one of the best ways to stay competitive in an evolving marketplace. New digital technology needs to be assessed, tested, analysed, and judged more quickly than ever. The booming success of the Pokémo app is a wakeup call to DMCs that haven’t evaluated the potential of AR and VR to enhance the conference experience and incorporate into teambuilding activities.
Video is at the forefront of a DMCs digital marketing strategy. Rolling up and attending a trade show to build connections is not the only way of growing your business. Go online. Go visual. Go video. Go viral. If “A picture paints a thousand words”, video tells the whole story.
I believe that these new trends and technologies are at the core of digital transformation of a DMCs business. There is no question that digital transformation is no longer an option as the DMCs that can change both their technology and their culture rapidly will be core to not only surviving in the time of business disruption, but building a successful business model that is agile, adaptable and designed to thrive long into the future where change is the only constant. It’s time to move Destination Management from the Stone Age to the Screen Age.
What is the most important challenge travel & hospitality professional will face in the digital era?
Keeping up with trends and new digital technologies and taking advantage of new market disrupters.
What solutions are you planning to present to the Digi.travel delegates and what issues these solutions solve?
At Premier Incoming Group Services, affectionately known as PIGS, we will be presenting our new Destination Management Solutions, demonstrating our event management flair through video content production and curation. The digi.travel Conference & Expo gives us an excellent platform to present PIGS to hoteliers and supplier partners and to discuss how we can support future events in Thailand and beyond.