Although it is well known that tourism is not going through its best moment, 2022 finds us ready and on the move to grow again and recover pre-pandemic figures. Crises give us the opportunity to reinvent ourselves and adapt to new contexts in order to move forward, grow and improve.
Nowadays we are all more connected and digitized than ever and the answer to how to remain competitive and reactivate tourism can be found mainly in digital transformation.
In recent years, e-commerce has grown strongly and among the searches that have increased the most are those related to tourism: flights, trips, hotels and vacation packages. The traveler is transforming, is immediate and wants to plan, communicate and buy services from their mobile. In addition, it is an essential tool when traveling, offering a world of information in the palm of their hand.
Currently, we have a large amount of information, mainly when it comes to assessing the user experience from the moment they start the search until the end of the trip. In this sense, a digital transformation focused on personalizing the needs of the traveler is crucial. Therefore, the change has become a necessity need for both consumers and organizations.
Technology and digitization make it easier for companies to react to the speed at which the sector is moving, making them much more efficient and more scalable. A concrete example is our EM Virtual Campus, launched in 2021 in response to the gradual increase in the number of Latin American travelers interested in traveling abroad. It is a 100% interactive platform where, in addition to having free courses in Spanish, English and Portuguese, it has an online networking space that connects travel agents with destinations, hotels and other services around the world.
Undoubtedly, digital marketing and online positioning acquire special relevance in this sector. The constant updating of information, precise communication, the creation of actions and the analysis of data are some of the main needs that we have identified in the last two years for companies dedicated to tourism.
A positive consequence of the pandemic is that consumers are more aware of their impact on the environment and communities, which is why they now appreciate brands that develop environmental and social responsible practices. Investment in sustainable tourism is no longer an option for tourist companies and destinations, but a priority rather a necessity and a key element in order to compete.
Tourist activity will gradually recover and we are convinced that the doors have been opened for the construction of technological, smart and sustainable tourism.
By Elsa Petersen, Founder & CEO of EM Tourism Marketing & Worldwide Communication.