Horizontal and Vertical Integration (Learning Aim B) Flashcards
Technology in travel and tourism: E-brochures and websites
Many Travel and Tourism businesses use websites to provide information for customers, promote business and take bookings. Many still print brochures but these can be found online as e-brochures. Most businesses are aiming to move away from brochures and use websites to provide all information although many old customers may still prefer physical copies.
Technology in travel and tourism: Reviews, blogs and virtual tours
Tourists use online reviews sites to help choose destinations and look at other’s experiences. Travel blogs also have the same purpose. People are often encouraged to review places after they have visited. Good reviews can help businesses grow by attracting more customers whereas negative reviews have the opposite effect. Virtual tours allow the customers to ‘visit’ a place before booking through Virtual reality headsets. Thomas Cook was the first to start using this tech in 2015.
Technology in travel and tourism: Mailshots, pop-ups and adverts
These are promotional materials such as leaflets, emails and pop-up windows on a browser. Websites often carry banner adverts which stretch across the webpage. Cookies also save your browsing history and people may see ads tailored to them from cookies. Many organizations gain email addresses by bookings in a branch.
Technology in travel and tourism: Making and confirming bookings
Increased customer confidence and access to the internet has seen a surge of people booking their own holidays online, nearly half of leisure travel is booked online. Customers can book through websites, apps and comparison sites. This allows customers to browse and tailor their holiday to themselves. Although, some people still prefer the personal experience of booking in a branch.
Technology in travel and tourism: Emailing tickets and vouchers
Many organisations now send their tickets/vouchers electronically so they can be printed at home or displayed on a smartphone. This includes train tickets, concert tickets, boarding passes etc. This is hugely beneficial as it cuts risk/cost of postage and encourages last minute booking as customers don’t need to wait for tickets to be posted.
Technology in travel and tourism: Apps for mobile/digital devices.
Apps on smartphones allow easier access to bookings, tickets and information for customers. For example, The Ryanair app allows customers to access bookings, manage bookings, view boarding passes and see information. It also cuts many costs for the business by automating processes.
Other technology used in travel and tourism
Animatronics: The use of life-like robots, usually for entertainment.
Augmented reality: Using digital technology to overlay images over a person’s view of the world, providing a combined view of reality and computed-generated images.
Binaural: Sound recorded using 2 microphones and transmitted to each ear individually to produce a 3D effect.
Haptic: Relating to a sense of touch.
What is the global distribution system (GDS)?
An IT system that enables travel and tourism businesses to interact with other businesses to compare different options and book travel arrangements.
Technology specific to visitor attractions
Often use interactive technology to immerse visitors in the attraction. This could be through story telling or education. For example, Trench experience at the Imperial War Museum. Others can use animatronics. For example, the dinosaur exhibit at the National History Museum. Fast-track tickets are also another technological advancement at attractions, allowing customers to skip queues for a higher prices. These are also available as QR codes on smartphones now. For example, Legoland.
Technology specific to transport hubs and gateways
Many hubs have self-service check-in machines. Passengers can check-in, print their boarding passes and even weigh/tag their own luggage. Security scanners at airports are also high-tech now with full body scanning as well as metal detectors. Some smartphones also will recognise when you are at a hub and be able to connect to their Wi-Fi and provide information about the area and your travel details.
Technology specific to accommodation
Also provide self-check in, most budget hotels don’t have a manned desk all the time so technology can help customers to check in. Some hotels even have QR code keys for doors now. Although this can take away the personal experience. Other tech used in hotels includes high speed Wi-Fi connections, interactive TVs in rooms for personal use but also to call reception, order room service etc.
Technology specific to travel agents, tour operators and transport principles
These key sectors have learnt to embrace technology to survive. Customers want instant access to manage bookings and information on many different types of device. Organisations need to ensure websites/apps are up to date and user friendly. Most agents/operators use a GDS system for customer bookings, these systems revolutionized the travel and tourism industry.
What can technology influence?
Technology can also influence strategies used through tracking trends in customers needs and wants. Businesses can then adjust to trends and potentially provide new products. Transport principals are heavily affected by technology, may customers choose to book their trip, print their tickets and order their travel money online now, leaving a lot of the services provided at hubs/gateways low on footfall.
