Tourism and the Digital Revolution

New technologies are transforming the tourism industry and catering to the needs of modern travellers

Digital transformation presents a key challenge for small and medium enterprises (SMEs), which are having to radically overhaul their operational and strategic approaches in response to the growing need for modern, efficient and competitive systems. It is not just about introducing new technologies. They have to embrace structural change that revamps their business processes – from the back office to the front office – and makes them more agile, resilient and data-driven.

According to the European Commission’s 2022 Digital Economy and Society Index (DESI), although significant progress was made in digitalization during the pandemic, there are still some considerable shortcomings, especially when it comes to digital skills and transformation of SMEs. In addition, a report by the European Investment Bank underlined that only 30% of microenterprises in the EU have made digitalization a priority, compared with 62% of large firms. These figures highlight the urgent need to accelerate the digital transformation process in order to close the gap and maintain global competitiveness.

Against this backdrop, the SMARTIES for SMEs project aims to guide SMEs on this complex journey, providing concrete support so they can overcome the barriers to technology adoption. Thanks to its integrated approach, the project strives to simplify the digital transition and help businesses to make the most of the opportunities provided by innovation. SMARTIES for SMEs goes beyond the introduction of digital solutions and promotes cultural change that has an essential part to play in transforming technological potential into a competitive advantage, as well as getting businesses ready for growth in an increasingly demanding global market.

Web services for tourists

The tourism industry is in the middle of a digital transformation driven by integration of cutting-edge technologies, which are radically changing the way in which travellers plan, have and share experiences. 

Today, 76% of tourists use mobile devices and the web to look for information, book accommodation and discover attractions, taking advantage of user-friendly platforms and increasingly tailored services. Applications and websites provide quick access to reliable information, along with reviews, tips and assessments, enabling travellers to make informed decisions.

For SMEs in the tourism industry, it is essential to embark on a digitalization process in order to remain competitive in a constantly evolving market. Adopting digital solutions paves the way to optimized booking management, better communication with customers and increasingly personalized experiences. 

One important initial step is putting in place user-friendly online booking platforms, which facilitate access to services and make the whole purchasing process smoother. In addition, SMEs must invest in Customer Relationship Management systems, so that they can monitor preferences and use tailored offers to enhance the customer experience. Another crucial aspect is integrating automation technologies for communication and marketing management. For example, AI chatbots can instantly reply to frequently asked questions, improving efficiency and interaction with customers.

Meanwhile, social media and targeted marketing campaigns can be used to send relevant, personalized messages to customers, boosting engagement and loyalty. SMEs must harness social media to build a solid, authentic online presence, sharing engaging visual content and feedback from satisfied customers. This approach helps to establish a more direct, authentic relationship with consumers, increasing trust in the brand.

Virtual tours and new opportunities

Virtual tours present an innovative opportunity on the tourism scene, by offering an alternative way to enjoy immersive, interactive experiences. The technologies employed include virtual reality (VR), augmented reality (AR) and 360° videos. Thanks to virtual reality devices such as Oculus Rift and HTC Vive headsets, users can explore 3D, 360° digital environments. 

Meanwhile, 360° videos enable places and landscapes to be viewed from every angle, on either a screen or a VR headset. With other instruments, such as virtual walks based on technologies like Street View and interactive maps, the exploration experience is simpler but still engaging.

They might not be a replacement for real-life tours, but these systems open the door to new tourism experiences and create fresh ways to access and promote areas. For example, virtual tours reduce environmental impact by limiting the need for physical travel, therefore cutting CO2 emissions: this can play a crucial part in sustainability for the destinations that are most vulnerable to overtourism. In addition, they are more accessible and allow people with disabilities and reduced mobility to explore locations that would otherwise be difficult to reach.

Furthermore, these tools can serve as a key educational resource, by raising awareness among visitors about the importance of environmental and cultural conservation, and promoting more conscious tourism, with greater respect for destinations. From a management point of view, virtual tours help to prevent overcrowding in fragile sites, providing an alternative, sustainable way to use local resources.

By adopting these technologies, travel and tourism SMEs can not only enhance the experience of travellers but also help to promote integrated tourism that combines physical and digital aspects in order to promote and care for the environment and local communities.