Technology Has Changed Travel Marketing, Essay Example

Traveling throughout the world we always be on the rise. People will continue to seek out new places to explore and destinations to relax in. Tourism is defined as “ travel for recreational, leisure or business purposes”. Tourism has seen a major boom in decades due to increase of new technology making is easier and smoother for travelers to get the best deals on trips. Tourism marketing has is a branch of traditional marketing. In recent years, tourism marketing has gone through changes, the pursuit of global strategies based on advances in new technology have all facilitated the commercialization of tourism. Technology is for ever changing, changing the way we communicate, interact, live, and travel. For good or bad technology has changed travel marketing. This paper will explore the affects on tourism, and inform ways that businesses can adapt to these changes so they will continue to thrive in this market.

Affects Of Technology

The internet has changed the way that companies do business. When it comes to travel marketing it is the ideal tool. Everyone is on the internet due to its growing infrastructure, interactive nature,  and easy accessibility. Not to add the fact that the internet is the primary means through which consumers can research and book both business and leisure travels.12,600 people surveyed by TravelMole in 2009, 55% claimed to regularly research their holiday and compare prices online while a massive 73% had visited travel sites to read feedback. No longer are people just depending on travel agents to find the best deals for them but turning to travel sites and other methods on the internet that is aiding their searches. Technology has enabled marketers to better use market research to create databases from customer usage. This enables marketers to send customized messages and offerings to carefully selected target audiences.

In today’s competitive travel industry tourism destinations are faced with a rapidly changing environment and increasing demands from travelers. In the past marketers responsible for appropriate marketing strategies mainly only focused on key marketing activities. Trends in online travel marketing are diverse and vary according to the geography of both the consumer and the tourism provider. In global trends technology has seen a change in the uprising of more marketers changing where they are marketing and how they are marketing. Trends for marketing is moving toward social platforms, mobile, and video marketing.  Jeffrey Boyd, the CEO of Priceline argued that more and more travelers will only book accommodation once they reach their destinations. This is because of the geo-locating, ease of information distribution, and the built in and secure change for mobile payment.

The reasons that marketing has changed due to technology are obvious. Phones are increasingly changing too, it connects people to family, friends, and importantly to the internet.. Smartphone’s are a commonly used tool for managing activities post booking. Some smartphones offer applications specifically designed to facilitate travel bookings, provides apps for deals on vacation packages , and hotels.

How Businesses Can Adapt

The trends will continue to increase, and the way that marketing agencies market to consumer must adapt to the changing times as well. More users are using social sites such as Facebook. Getting feedback and learning through word of mouth where to go for the best deals. Many of the major travel agencies have already changed their marketing methods. Smaller business still are some ways behind. Traveling and tourism is a market that will continue to grow with innovations in technology, marketing, and global trends. Ways for businesses to get with the times are to integrate and take advantage of all the benefits that today’s technologies has to offer. Such as social media, mobile technology mobile marketing, switching to innovative software, video, email and any other type of technology that will help you increase productivity, efficiency, and importantly your profitability. Already, an increasing number of consumers are using mobile travel sites to access information, book flights and hotel rooms. Travelocity reports 1,263 million unique visitors a month to their mobile site.

Conclusion

When it comes to travel marketing , the social media is powerful. Tripadvisor reports that 20 new travel or destination reviews are added to it every minute. Consumers are turning to online videos to post videos in the same way as previously they posted reviews. Travel marketing has changed due to technology. Not for the worse but for the better. Trends in online marketing, advertising, better campaigns, on social sites, mobile, and video sites such as YouTube are where trends are heading. Businesses can adapt to these changes by learning to market on those platforms, learn where their target audience frequents, and read reviews in order to change the way they market to travelers. If businesses don’t change they will be left behind.

Bibliography

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