Technology In Tourism

As a tourism business you cannot ignore technology. If you do, within a few years it's likely that you won't be in business any more.

There are many ways you'll use technology in a tourism business: computers and printers for you and your staff to perform administration on; digital cameras to take pictures; cordless phones and mobiles to make and take calls; tills and point-of-sale technology like PDQs and hand held order devices; stock control systems; wireless networks for you and your customers; specialist software to manage your bookings, sales and finances and, most importantly of all, the internet and e-commerce.

If you don't do anything else, you need to get your head around your website and e-commerce.

The biggest e-commerce category

Tourism has consistently been the highest performing category of online sales - and it continues to grow dramatically. In 2003 ordinary consumers in Europe spent 12.5 billion - billion - Euros (£9 billion) online on holidays. By 2006 this had more than doubled, rising to 26.9 billion Euros (£20 billion).

Why do customers use the internet?

There are a number of reasons consumers like using the internet to buy holidays, travel and related products. This is what customers themselves say:

"It's easy." Customers can keep on searching for exactly what they want just by clicking. No waiting for brochures or making phone calls. No feeling committed because they've spoken to a human. If the tourism product - or the other things to do and see in the area - aren't right, they just move on. For international customers particularly, the internet lowers barriers: they can take their time over descriptions, do online currency conversions and check their travel arrangements before committing.
"It's 24 hour." Customers can search and book when it suits them, all from the comfort of their own home, with a mug of coffee or a glass of wine.
"The whole party can get involved." There's no dragging the kids to the travel agents, or tearing pages out of a brochure to send to Aunty Jean. Groups of friends in different places can all look at the same thing, at the same time, making it easy to confer.
"You can see what you're getting." In the past, a holiday was one of those things you couldn't try before you buy. Now you can look at lots of pictures and, importantly, read reviews of people who've been there before. This comfort factor - of seeing what you're going to get and being reassured by recommendations - is a major driver in turning browsers to bookers.
"You can plan all the different elements." Day to day life has never been busier. When people take a break they want to feel they've got the most out of it. The internet gives them the power to research where they are going to stay, where they might eat, the places they might visit, the opening times, prices and routes. Even if they don't book it all in advance, this power to 'visualise' their stay is another key driver in actually making the purchase.
"You can get a good deal." Tourism consumers are no different to any other, they want the right product, at the right price. This doesn't mean they want the cheapest - most customers are prepared to pay, within their budget, for the right quality and service - but they do want to feel reassured they aren't paying over the odds. The internet easily allows them to compare prices and feel confident they are getting the right deal.

What does it mean for you as a business?

The most important thing it means for you as a business is access to bigger markets. Every single person on the end of an internet connection can become a customer of yours. The reach of the internet is more or less limitless.

It also means communication is easier than ever before. Through your website you can tell people all over the world what you have to offer. Through email you can instantly send additional information to potential customers and build relationships with existing customers by sending them newsletters or updates. People from all over the country and all over the world can talk to you at a time and in a way that suits them.

It means you can do business online - take bookings and payments without any input from you - even while you sleep.

It's an opportunity, not a threat

Many business owners can feel daunted by the whole concept of the internet and e-commerce, feeling that their technical expertise may disadvantage them. They also feel that the internet increases competition. Both premises, whilst understandable, are not correct.

Firstly, you do not have to be technical to take advantage of the internet or e-commerce. Like so many other things in business, you just need a little bit of knowledge and a common sense, methodical approach. Anyone can learn how to obtain a good website, benefit from search engines and use email and e-marketing to their advantage. And there are many good website designers and agencies out there to help you. Just as you don't need to know plumbing to get a new en-suite installed, you don't need to know programming to benefit from technology.

Secondly, the internet doesn't increase competition. The competition was always there. The winners have always been those who ran a good business, paid attention to marketing and ensured their customers had a positive experience. The only difference is that now, when you pay attention to marketing, you have to include the online options as well. And since - unlike standard print advertisements - your website and your emails are much more under your control, more flexible and more dynamic, your advertising options are actually far richer than they ever were.

Find out all you need to know about Your Website, Selling Online, Online Distribution and e-marketing through the Toolkit.

A word about Desti.ne

We are extremely fortunate in this region to have Desti.ne. Desti.ne is the name of the region's tourism e-business system. It was specifically procured and implemented by the regional development agency to make access to the benefits of the internet, e-commerce and e-marketing easy for tourism businesses. The system can hold all your information, images, prices and even your availability, tickets or other saleable stock. If you wish, you can use Desti.ne to run your own website, to take online bookings and payments, to automatically publish your information to local, regional and national websites and to take bookings through partners like lastminute.com, expedia.co.uk and VisitBritain, to name just a few.

The costs are heavily subsidised by the regional development agency - One NorthEast recognises that technology is essential to tourism businesses and that the region needs quality, competitive businesses. Click here to find out more about Desti.ne or to watch a film about desti.ne

Additionally, serviced accommodation, self-catering providers, attractions and events providers businesses can use Desti.ne Frontdesk. Software is loaded onto your business' computers and you and your staff use it to manage reservations, reception duties, billing and customer correspondence. Each time you take a booking or sell a ticket, your online availability is instantly updated, so your website and booking partners are always right up to date. And each time a booking or sale is made online, Desti.ne Frontdesk is automatically updated with the booking and the customer's details. Plus, if you have an online merchant account, your bank account is credited with their payment. The system helps you to run your business more smoothly and automates updating your website, To find out about Desti.ne Frontdesk, click here