Whether it’s a guided tour or a visit to a local museum, many tourists are looking for more than sun, sea and sand. That’s why tourism destinations are increasingly offering unique experiences to their visitors.
However, defining what constitutes a memorable tourism experience is complex. The research literature on this topic comes from multiple disciplines.
Personalized travel is providing services and experiences tailored to travelers or tourists, according to their characteristics, behaviors, preferences and individual needs. This is achieved by using social media platforms, apps or websites that collect and analyze customers’ requirements and likings. It also allows airlines and hotels to know their customers better, which helps them in offering them with more customized packages.
Adding digital concierge services to this personalization makes the experience more meaningful for customers. For example, Mercure uses a digital chatbot to ask its guests questions about their preferences before booking. This enables the hotel to provide them with personalized offers, recommendations and content during their stay.
Personalized marketing can be a powerful tool for tourism companies, but it must be used responsibly. Otherwise, it may lead to discrimination, manipulation and other ethical concerns. Moreover, it is important for travel companies to be transparent about how they use personal data and to comply with privacy laws.
Personalized experiences are a growing marketing trend, and the travel industry is no exception. With the right technology, companies can use their customer data to create bespoke vacation packages and unique experiences for each individual client.
For example, NCLH’s digital personalization strategy allows them to identify new prospects that match their criteria through transactional data, then bring them the right offer at the right time. This helps them grow their business by targeting travelers that might not have been aware of what they had to offer.
Another way the travel and tourism industry uses personalization is through in-person experiences. For example, cultural places like museums and heritage sites offer innovative technologies that allow visitors to personalize their experience through audio guides. These technologies are not only a great way to engage visitors, but also help to make the museum and site more accessible and enjoyable for people with varying abilities and needs. In addition to this, personalization can also be used to provide customized service during hotel stays.
Keeping tourists engaged throughout their trip is vital to the success of any tourism business. This means offering a variety of activities that appeal to different interests and tastes. For example, some people may want to hike or visit museums while others may prefer to explore local cuisine or culture.
Tourists also desire highly personalized services from the tourism industry. This can be achieved by using data to create targeted, geo-specific recommendations and experiences. For example, Mercure uses their digital chatbot to help guests with anything they need, from providing directions to nearby attractions to offering recommendations based on personal preferences.
Another way to provide a personalized experience is by creating persona or segment-based marketing campaigns. This involves using customer data to predict their needs, wants, and desires. For example, a hotel can send a welcome gift to new guests or offer discounts on room rates for returning customers. This kind of personalization can help hotels and travel agencies build meaningful connections with customers and increase brand loyalty.
The tourism industry offers personalized value to its customers in the form of memorable experiences. This type of customer connection can result in strong brand loyalty and long-term value.
For example, a seamless check in or welcome gift can provide the foundation for a positive experience and a deeper connection with a company. Similarly, offering a forum for feedback is an effective way to engage customers and enhance their experience.
Personalized value can also be offered through the food and beverage industry, which provides essential refreshments to tourists and travelers during their travels. This category includes everything from fast-food restaurants and takeaways to family and luxury restaurants.
Although hotel, restaurant and travel businesses were hit hard by the global coronavirus pandemic, their customer-centric approach to service can help them recover more quickly and emerge structurally stronger. Jonathon Day, associate professor of hospitality and tourism management at Purdue University, suggests that hotels, restaurants and travel agencies should focus on building trust in the post-pandemic environment by focusing on safety and cleanliness.