Like many other sectors, Tourism in the last decade has transformed radically thanks to disruptive technology, reconfiguring the relationship between operators and tourists.
Tourism represents 10.4% of global GDP, according to the World Tourism Organization (UNWTO, 2018 data) and almost 12% of Spain’s GDP (INE, 2017), and is a sector that shows clear development in emerging economies.
People never traveled as much as they do today, and there was never as much freedom to choose and plan trips, for example, from a mobile phone in the comfort of your home. This has resulted in a new framework for a co-creative relationship between companies in the sector, and a volatile consumer profile that is faced with an overwhelming offer.
Consumers today are also prosumers: they consume what brands offer, but they also generate content related to what they consume (User Generated Content, UGC).
The following graph shows how clients are empowered among their peers as brand and service predictors, especially among younger clients. That is why brands face a huge challenge managing their online reputation, and they can get ahead in that areas if they open to listening to consumer needs.
Listening to the client’s voiceallows many actors in the sector to reduce uncertainty in their relationship with consumers, and improve their product offeringthrough co-creation[find out how: request a demo of our software and gather ideas from your clients].
The user journey that speaks directly to brands.
Co-creation with clients offers competitive advantages over other digital channels used by brands to interact with consumers.
Firstly, it takes place in the brand’s own territory, bringing consumers to the brand’s home, to a community that treats a specific vertical or theme and is located away from the noise and interference of other more general channels, like social media.
Secondly, because when you create a community you also create a loyal audience that is identified with the brand.
Brands must set themselves apart and listen to consumers to innovate and fulfill their ambition.
And lastly, because they take User Generated Content (UGC) one step further than other technology platforms for travelers: in co-creation communities, consumer contributions are not limited to ratings, they are ideas with a practical purpose that allow brands to reinvent themselves through innovation.
Asking, listening and acting on what clients tell them is the best way to put consumers at the center of their strategy. It also guarantees that their single ticket becomes a return ticket.
Co-creating the hotel of the future with its guests.
Eurostar Hotels is one of the actors in the Spanish Tourism sector committed to developing multi-channel listening experiences with its clients. Notable among these is the community Hotel Tester Ideas, where they ask guests and the public in general to share ideas that allow the brand to build a memorable experience surrounding the hotel stay. The initiative [download their case study here] allows the group to monitor the brand’s image, capture the latest market trends and create loyalty among their clients through a real-time listening process where there is a commitment with clients to take things beyond a simple debate.
** Data from the graph taken from the study “The Voice of Travelers”, edited by The World Bank Group and Tripadvisor, which can be found here.
Adapt your brand to the demands of tomorrow’s tourists.
Request a demo of our software and find out how to listen and co-create with your clients in your own community.