Digital tourism to enhance the local ecosystem
The digitization of the tourism sector : what added value?
Le 5 July 2020
The explosion of tourism offers and the sometimes stammering coordination of local players are not helping to consolidate profitable local tourism, despite the efforts of players in this industry. To achieve this, territories need an adequate digital tourism ecosystem, a hat structure and a vision to guide them.
A local tourist ecosystem that remains to be built
Inaccessible beaches, leisure activities at a standstill, the curtain down on restaurants and shops, the few hotels still open in recent weeks have not been able to fill the reservation book. However, beyond the constraints of administrative closures for health reasons, this period was also an opportunity to remember that tourism can only be conceived in a well-established ecosystem, where the offer is complete and attractive and the organization able to build customer loyalty.
It’s no secret that local tourism players such as bed and breakfasts, small campsites, historical heritage managers do not have the time, the means, or the technical skills to think up a global offer. coordinated on a territory, combined with a real tourist experience.
Certainly, the offices, regional and departmental tourism committees admirably play the role of aggregator of offers, which has evolved over time into a real promoter and facilitator for the local leisure and tourism industry. But in such a tense competitive environment, promotion alone is clearly no longer enough, nor even isolated marketing initiatives.
Develop your vision of dynamic local tourism
Local tourism players rely mostly on large reservation centers to sell overnight stays and visits, giving them up to 20% of their profitability without guarantee of better visibility. However, there are already a few French initiatives that show that it is possible to better sell activities and more. All are based on technological concepts combining online reservation solutions, creation of a customer profile, guarantees and payment facilities and above all tourism value propositions.
Thus planning solutions for itinerant tourism enthusiasts can be built from catalogs of localized offers and around predefined itineraries. But tourist examples are not the only ones that can provide inspiration. Sometimes it is enough to look at what is happening nearby in other areas. Supermarket drives, for example, strive to offer their customers products that can be accommodated with what is already in the basket.
So, in terms of local tourism, how can we offer consumers a truly stocked basket? To move from a codependency of tourism stakeholders to a co-construction that is beneficial to all in a given territory, it is necessary to understand the principle of omnichannel, remote contracting and the importance of the role of payment in monitoring. and customer loyalty.
The right structure
In these territories benefiting from a brand that the tourist offices intend to promote, a digital ecosystem made up of multiple individuals can be deployed. But to make it sustainable, it must be supported by a structure with strong enough backs to ensure its technological functioning and take responsibility for omnichannel marketing in a context of federated local players, promoters of one another.
Article initially published on July 2, 2020 and to be read in full on presseagence.fr