Digital strategy is not an added value in business anymore; within a few years, it has become an essential component of the communications and marketing strategies of a company. There are also some sectors where digital has changed the rules, and this is the case for the tourism industry.

Approximately, 77% of French travellers are going on internet before booking to gather information about the hotels, the restaurants and the places of interests they are considering visiting.

New technologies enable to put in place some innovative approaches and therefore touch new potential clients. But two questions remain: what are those approaches? And how can we be sure that they are efficiently integrated in the global strategy?

 

Company’s attempts

In order to build a digital strategy that is efficient and smart, the first step is to analyse the situation: the user experience starts at the beginning of the analysis. 49% of French people who went on holidays in 2015 have booked and paid a part or the entirety of their trip online. Moreover, for the first time, in 2016, the mobile traffic exceeded the one on computers. The first touch of the potential client in the tourism sector is then established on one side of the web and on the other side on mobile apps.

This is the reason why it is crucial for a company to have a logic and global digital strategy. The right question has to be asked:

  • Is my website available on all screens?
  1. A responsive designed website can be the solution
  2. The quality of the photos have to be perfect
  3. It has to be easy to use and fluent
  • What is my connection with users?
  1. An app can bring a qualitative added value to the relationship with a company
  2. Online check-in’s services are more and more frequently expected
  3. Recommendations, such as Hotel Indigo with its Neighbourhood Guides, or to invite repeatedly people to events corresponding to their interests, thanks to artificial intelligence.
  • How to facilitate communication with users?
  1. Keeping in touch and sending them valuable information all along their stay makes a real difference, with push notifications and regular upgrades.
  2. Bots can provide quicker answers to users
  3. Enabling users to have access to all of the services on all of their devices is an advantage. According WestJet, 75% of passengers are bringing their devices on board. That is the reason why the company offers to wireless system and promote its online content.

 

Communicate more extensively, not just to your clientele

That is the reason why a community can reinforce a well-done digital strategy. The key is to replace it in a digital social environment where comments matter.

Indeed, 92% of travellers trust more online comments than ads. TripAdvisor reckon more than 300 millions unique visitors every month on its American website and 95% of them read at least 7 comments before booking. Moreover, 56% of Californian’s visitors admit being influenced by their kids.

That is why, it is important to:

  • Be present on social networks and invest in new technologies, such as bots
  • Integrate new communications tools appreciated by users, including YouTube, for example, with 360° videos

However, other technologies such as virtual and augmented reality need to be used and offer so many more perspectives. For example, SkyBoy has developed apps using superposed reality in order to improve the image of towns and places of interest they work with.

All of those reasons above explain why, to face the growing influence of online travel websites, Tapptic and Club Med worked together and developed an app in order for Club Med to offer to their clients an innovative experience: comfortably seated in the sofa of their agency, clients could virtually explore the different resorts of the company to choice where they will spend their future holidays, with a much higher conversion and satisfaction rates.