Keys to Digital Success for the Tourism Sector

  • The tourism sector leads eCommerce in Spain, with advances in mobile technology and social networks.
  • Mobility has transformed tourism, increasing mobile bookings by more than 120% annually in companies such as eDreams.
  • Collaborative distribution models are changing consumption and offering personalization and sustainability.

The keys to the online business of the tourism sector, according to eDreams

Yesterday, within the framework of eShow Barcelona 2015, the first was held Digital Travel Summit by eDreams. During this day, the social media, y new distribution models were at the centre of the debate, showing how the tourism sector remains a key driver of eCommerce in Spain.

The event was attended by renowned leaders from companies such as Facebook, Booking, Airbnb, Letsbonus, Hailo and Socialcar, as well as institutions such as the Catalan Tourism Agency. Among the protagonists were: Paul of Porcioles, business development director of eDreams, who stressed that "More than 40% of the travel sector in Europe comes from the online environment and this percentage is expected to reach 50% during 2015".

Porcioles also highlighted how the Mobile Technology has transformed the tourism business: «For eDreams, mobility has been a key project in recent years. We have invested millions of euros in cutting-edge technologies that allow us to lead innovation». These investments have allowed the sales through mobile devices increased by more than 120% in the last year.

To delve deeper into the keys to success of tourism companies in the field of eCommerce, the event included three round tables dedicated to crucial topics: social media and content strategies, the mobility and new models of tourist distribution.

Some key ideas about eCommerce and the tourism sector

Online business ideas in tourism

The importance of social networks in the tourism sector

The social media have acquired a role transcendental in the tourism sector and are essential for the success of any eCommerce strategy. For companies like eDreams, maintaining a solid presence on social media is not an option, but a priority.

According to Porcioles, «Social media actions generate impact in various functional areas that respond to strategic objectives, such as creating visibility, increasing web traffic or generating consumer insights». In addition, networks act as an additional channel of communication and customer support, improving the overall user experience.

Recent studies show that the user generated content (User-generated content) is a decisive factor in tourists' decision-making. Attractive images, videos of destinations and shared experiences of other travelers generate trust and motivate more people to choose certain services and tourist destinations.

Importance of mobility in the tourism sector

The rise of mobile devices has revolutionized eCommerce in general, but its impact is especially significant in the tourism sector. According to recent data, in 2010 only 7% of the travel reservations were made by mobile phone, while in 2022 this percentage has far exceeded 60%.

Consumer behavior has changed dramatically. Today, tourists demand ease y speed in all processes, from booking to customer service. This has forced companies to optimize their platforms to be completely responsive and mobile-friendly. In this sense, developing intuitive and functional mobile applications has become a key tool to build user loyalty.

Leading companies such as eDreams have implemented advanced strategies mCommerce, improving the customer experience while increasing their conversion figures. Likewise, online booking platforms have included functionalities that integrate Artificial Intelligence and data analysis to personalize offers based on user preferences.

An example of innovation in mobility is the use of technologies such as Augmented reality (AR) and the virtual assistants, which allow customers to visualize real-time reviews and interactive maps, helping them in their decision-making.

future of e-commerce

Importance of new distribution models and collaborative consumption

In recent years, the travel sector has undergone an unprecedented transformation thanks to the emergence of collaborative consumption modelsThis has been largely made possible by platforms like Airbnb, BlaBlaCar and Hailo, which have not only changed the way we travel, but have also redefined the concept of “accommodation” and “transportation.”

Porcioles points out that the «Collaborative consumption has allowed travelers to enjoy more personalized experiences while taking advantage of the resources available from other users». This approach encourages sustainability and creates economic opportunities for users who share their resources efficiently.

In addition, collaborative consumption has opened up new ways of connecting with the customer, such as the use of Big Data to analyze behavioral patterns and adjust the offer to their needs. Innovations such as the blockchain Payment platforms also guarantee greater transparency and security in transactions.

Institutions and companies have a crucial role in adopting these solutions, facilitating legal frameworks and providing technological support to foster this new era of innovation in the sector.

The combination of Technological advances, mobility and collaborative consumption are shaping the future of digital tourism. The sector is not only facing the challenge of digital transformation, but also the need to continually adapt to a changing environment. This constant evolution ensures that both companies and customers can enjoy a more enriching and efficient experience, positioning the tourism ecosystem as a key leader in digital commerce innovation.


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