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Feb 19, 2024, 9:00 AM
The recent edition of Fitur 2024, an iconic international event for tourism professionals, has revealed a series of trends that will define the direction of the sector in the coming years. With a focus on innovation, sustainability, and digitalization, these trends not only anticipate changes in how we operate and experience travel but also suggest an evolution towards more responsible and technologically advanced tourism.
Artificial Intelligence: Personalization and Efficiency
Artificial intelligence (AI) continues to advance as a fundamental pillar in personalizing the customer experience and optimizing hotel management. From designing personalized travel offers to automating internal processes, AI is transforming the tourism industry. AI tools, such as chatbots and virtual assistants, are becoming indispensable for tour operators looking to stand out in a highly competitive market.
Artificial intelligence must add value to processes. As mentioned by Edurne Vázquez, COO of Hotelatelier, AI should aim at detecting needs to anticipate and offer a better experience. A clear example of a prediction model is the forecast calculation of hotel reservations developed by Grupo Piñero, allowing them to predict bookings 90 days in advance.
Augmented and Virtual Reality: The New Frontier of Tourist Experience
Although the adoption of augmented reality (AR) and virtual reality (VR) in tourism is in its early stages, these technologies have the potential to transform how travelers explore and experience destinations. From virtual tours before the trip to on-site applications that enrich the visit with contextual information, AR and VR offer immersive experiences that enhance planning and the stay at the destination.
In the words of Joan Barceló, CIO of World2Meet, he emphasized that these technologies, although mature in terms of devices, still need a boost in content generation to truly inspire travelers, and the integration of generative artificial intelligence can play a crucial role in this aspect.
Sustainability: An Imperative at Every Corner
Sustainability has become an imperative in the tourism sector. From the construction of eco-friendly infrastructures to the promotion of responsible practices, the industry is responding to the growing demand for travel options that respect the environment and local communities.
In this aspect, it is clear that it should not be just a marketing strategy but a fundamental component of the DNA of tourism companies. Organizations must position themselves authentically and aligned with the values of their customers to stand out in an increasingly conscious market, and betting on digitalization can be a good start to eliminate tons of paper in day-to-day operations.
Automation and Smart Data Management: Key to the Future
Automation and smart data management are essential for the future success of tourism. The ability to analyze large volumes of information allows companies to anticipate trends, personalize services, and optimize resources, resulting in greater customer satisfaction and operational efficiency.
In this regard, Joan Barceló from World2Meet highlighted that automation will be key to addressing staff shortages and improving operational efficiency. In line with this, Mateu Ramón, CIO of Grupo Piñero, noted that through generative AI, they have implemented projects to streamline processes and improve service quality, helping to reduce the workload of staff.
Conclusions
Fitur 2024 has made it clear that the future of tourism lies in the convergence of technology, sustainability, and innovation. The trends highlighted at the fair point towards more inclusive, responsible, and technologically advanced tourism. The industry must focus on the customer experience and leverage technology to offer more personalized services tailored to each traveler's needs. The integration of artificial intelligence and smart data management will play a crucial role in the evolution of the tourism sector in the coming years.
We see a clear trend emerging that relates to all the others: the sector is increasingly focused on the customer experience, aiming to offer more personalized and tailored experiences for each customer. As anticipated by Gustavo Cueva, Data & Analytics Manager at Palladium Hotel Group, the organization is firmly committed to data quality as a fundamental pillar to surprise and delight each guest, creating unique experiences based on a deep understanding of their histories and preferences. And as noted by Edurne Vázquez, COO of Hotelatelier, customers are becoming more demanding, seeking authenticity and greater personalization. Therefore, it is imperative to leverage the insights provided by Generative Artificial Intelligence to meet these demands and exceed the expectations of modern travelers.
Joan Barceló from W2M warned us that companies preparing for 2024 could make a huge competitive leap compared to others, but as Inmaculada Martínez from Ilunion Hotels pointed out, one of the challenges that will mark 2024 is how generative artificial intelligence is physically implemented in all areas of a hotel to improve the customer experience. The successful integration of AI in all aspects of the customer experience will be fundamental to the future success of the tourism sector.