COVID-19 is proving to be a catalyst in the Travel & Tourism sector’s quest for innovation and the integration of new technologies. Amid stay-at-home orders, digital adoption and consumption are on the rise, with consumers now expecting contactless technologies, among others, as a basic prerequisite for a safe and seamless travel experience. Cybersecurity is only becoming more important, particularly as remote work becomes the norm and as identities are digitized. Time and time again, the disruption of the Travel & Tourism sector has led to a wave of innovation, followed by growth. While digitization and innovation offer tremendous opportunities for Travel & Tourism growth, which should be embraced, precautions are needed to make sure employees and local communities are not left behind.
As we reimagine the future of Travel & Tourism and explore policy recommendations, here is how policy-makers can ensure that innovation and digitization leads the way through recovery and beyond;
Expand Digital Presence.
As travelers increasingly turn to mobile and online channels as their primary source of information, businesses need to cultivate an active, real, and consistent online presence. Customers will expect a variety of options for engagement, from websites and apps to social media, including business presence on crowd-sourced platforms. Businesses should focus on developing robust social media strategies to remain relevant, facilitate further engagement, build and nurture trust, and even help expedite problem-solving
Facilitate Seamless Coordination
Given the pressing health & safety concerns around face-to-face interactions and hygiene, cross-sectoral players will need to convene to accelerate the move to a more seamless and contactless end-to-end travel experience through enhanced technologies. In this context, the implementation of technologies, including touchless, will be key to a swift recovery. Given the complexity of these issues involving sensitive data, significant investment, and the cooperation of several sectors and countless individual players, governments must engage meaningfully and prioritize this issue by, for instance, providing a timely platform for knowledge sharing and the development of strategic partnerships.
As the sector fast-tracks this transition, it should build on pre-existing knowledge and initiatives such as IATA’s air-focused One ID and the World Economic Forum’s Known Traveller Digital Identity, which the WTTC’s Safe and Seamless Traveller Journey brings all together as it expands to the entire end-to-end journey.
Personalize Delivery.
An accelerated digital environment is fertile ground for innovation in business and better personalization for travelers. Upon consent, Traveller data can be utilized for customization, potentially powered by Artificial Intelligence. It will also be essential for providers to use digital channels to create connected experiences both online and offline.
Innovation and technological advancements can be disruptive forces, especially for conventional businesses in the hospitality and tourism industries.
Businesses that successfully marry digitization with the industry’s long-standing reputation for customer service and connection will achieve lasting customer loyalty across generations and segments.
Spotlight Cybersecurity
The threat of cyberattacks is heightened for the sector in an increasingly digitized world. Even for businesses that adopted leading digital technologies and cybersecurity before COVID-19, the switch to remote work poses additional risks. Not only is enhanced cybersecurity needed to combat emerging fraud and data breaches, but the very adoption of new technologies is dependent on customer trust in business capabilities to protect their data.
Businesses will benefit from cross-sectoral collaboration to formulate international standards for optimal cybersecurity and data privacy. Governments should also aim to raise awareness around key cyber-risks facing the sector and share knowledge and best practices across stakeholder groups.
Accommodate Remote Work.
A few trends are coalescing into increased reliance on remote work, namely, the continued health and safety concerns about communal working environments, intensified cost pressures, and the rise of secondary, tertiary, and even rural travel destinations. As a result of COVID-19, some employees will have had a taste of remote work and uncovered newfound efficiency and appreciation for remote work. Others will be eager to return to the office for social stimulation and their own productivity.
Either way, employers will need to embrace flexibility in working arrangements and prepare for the potential emotional and practical implications of remote work on the workforce.
Digitize the Workforce.
The outbreak has demonstrated the importance of an adaptable and technology-enabled workforce, including an adjustment to remote work as a new norm. Businesses will need to develop internal technical and digital capabilities to adapt to increasingly digitized operations within the sector.
Significant investment in employee recruitment, reskilling, and upskilling is needed to attract, develop, and retain highly skilled talent. Retention efforts will also be important to ensure minimal leakage of top assets.
Extend Digital Infrastructure to Rural Destinations
The adoption of digital solutions, such as touchless technologies may be challenging, particularly for remote and rural locations which often lack the prerequisite connectivity and financial resources; which in turn, may hamper efforts to attract visitors compared to more mature destinations. Proactively addressing such digital inequalities will ensure they are not further exacerbated, especially in the early phases of tourism recovery. It will be important for governments to invest in the digital infrastructure of emerging destinations and remote areas, as well as to enhance digital skills within local communities. In Colombia, for instance, the Ministry of Telecommunications partnered with SkyNet to boost connectivity services in regions of the country with the highest incidence of COVID-19 and the lowest internet penetration rates, while the investments of Telefonica and Telmex in Spain and Mexico significantly enhanced connectivity in smaller cities.
A combination of Wi-Fi hotspots and broadband internet for local hospitals has led to improved telemedicine, enabled remote working, and enhanced social communications, whilst the government continues promoting tourism in these remote regions.
Looking Forward
While the road ahead may appear uncertain; we anticipate that the challenges along the way can and will be converted into opportunities by the Travel & Tourism sector. The sector will pivot, stretch, and adapt and ultimately return stronger. The sector’s success will be dependent on all its key stakeholders, from governments and businesses to employees and destinations, including local communities and even travelers, proactively coming together and supporting Travel & Tourism.
