SuperBreak gets Superfestive in new agent campaign

SuperBreak gets Superfestive in new agent campaign

Thursday, 27 October 2016 11:00

Agents boo...

EVA Air offers autumn savings on its Kangaroo Route

EVA Air offers autumn savings on its Kan…

Thursday, 27 October 2016 08:00

EVA Air is celebrating an increased service on its ‘Kangaroo Route’ by unveiling autumn offerings on flights from Heathrow to Brisbane, Australia with return fares from £642 per person.

Vietnam addition from Thomson and First Choice

Vietnam addition from Thomson and First …

Wednesday, 26 October 2016 14:00

Thomson and First Choice have announced the introduction of Vietnam to the winter 2017 programme.

Ranch Rider adds authentic Arizona ranch for next year

Ranch Rider adds authentic Arizona ranch…

Wednesday, 26 October 2016 11:00

Keen to expand on its portfolio of authentic US ranches, Ranch Rider will be introducing Arizona’s Hideout Working Ranch in its 2017 brochure, which is situated near Portal near the...

Qatar Airways announces daily Seychelles flights

Qatar Airways announces daily Seychelles…

Wednesday, 26 October 2016 08:00

Qatar Airways will provide UK holidaymakers with greater access to the Seychelles from December 12 when it launches daily flights via Doha.

HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holidays is promoting a selection of winter getaway including a Christmas Craft Weekend at Dovedale in the Derbyshire Dales, Festive Walking At Dovedale, A Seasonal Stay at Malhamdale in...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

CIOs see their key focus this year as driving business innovation and digital transformation. The travel sector in particular, needs to embed digital transformation at the heart of its strategy - with companies such as Airbnb, Uber and Google leveraging data to disrupt this industry.

Research shows 84% of travel businesses have a digital transformation function in place within their company. However, this impressive figure has translated into initiatives with varying degrees of success. With a variety of opportunities available, the travel sector needs to prioritise which innovations are more appropriate to their business, as tick box adoption will fail.

The first step towards a successful digital transformation strategy is to understand what it is and what it can achieve for each individual business. Fundamentally, digital transformation is the process that realigns technology and business models so customers are effectively engaged at every touchpoint in their journey with the business.

What digital transformation isn’t

Given the current diversity in initiatives, it is vital travel businesses understand just delivering the following doesn’t constitute successful digital transformation.

1. A website

Travel businesses are continually improving their online presence. However, even if a company sets up Facebook, Twitter and a mobile app, it’s still not digital transformation. The missing ingredient is the alignment between all these separate initiatives to provide a seamless customer experience (CX). These elements must be aligned with the business model if digital transformation is to achieve growth for the company.

2. Exclusively online

Businesses must focus on transforming their digital presence as well as their bricks and mortar presence. For example, a customer may have a brilliant booking experience on a hotelier’s website, but upon arrival there’s no Wi-Fi and they need to queue to check-in, as the hotel doesn’t offer self-check-in kiosks. Is this really digital transformation?

3. Driving people apart

While many believe technology prevents human interaction, transformation is set to do the opposite as it has the customer at its core. For travel businesses this means personalisation for each customer. Digital transformation allows companies to collect more customer data to personalise the CX, so users feel closer to the business they are engaging with.


What digital transformation is

So what is the real meaning of digital transformation and how can it be adopted to help travel businesses thrive?

1. Customer-focused

As mentioned, the starting point is to develop the most personalised experience possible for the customer. The great swathes of data available can be effectively analysed to provide pertinent information, thus creating a solid foundation to develop a robust digital strategy - placing the customer at the start and heart of the process.

This strategy is used very effectively by Global resort Caesars, with the hotelier using apps to empower customers during their stay. The myTR app allows Total Rewards members to manage reward points, check existing reservations and locate a Total Rewards casino anywhere across the country. Caesars’ loyalty program uses analytics to deliver a personalised experience for its customers. Through this, Caesars has created the ultimate CX, benefitting both the business and the customer.

2. Ubiquitous

Digital transformation streamlines technology across all customer touch points, providing a consistent, high-quality interaction with the business. Both physical and digital CX are vital for the travel industry to create competitive advantage. Technologies such as virtual reality (VR) are set to help increase bookings, as they instantly transport the user to their destination making it even more desirable.

3. Integrated

To excel with digital transformation, it must be woven into all business aspects - from strategy to customer service. Enlisting the help of experts, whether in-house or externally, will provide the consultancy and expertise to ensure businesses are utilising the tools available to them.

To ensure successful digital transformation, businesses must invest in technology, as well as other resources to support this strategy. Regardless of how this is achieved, travel businesses need to address how best to implement these strategies to ensure a long-lasting digital transformation is implemented.

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