Rising digital trends in tourism: how to enhance your visitor's customer journey
Travel is often associated with navigating different languages, time zones, and the hassles of long queues for attractions and events. However, as our real and digital worlds continue to converge, tourism companies now have the opportunity to streamline the entire travel experience—from booking and journeying to and from destinations—making the process faster and more hassle-free than ever before.
Introduction
At Vivo Group, we specialise in crafting digital websites and storefronts for tourism destinations and businesses across Australia. As we build these digital products for our clients, we keep our finger on the pulse of emerging travel trends influenced by digital innovations.
Our goal is to enhance user experiences, cultivate conversions, and elevate customer satisfaction on websites and digital platforms. With our finger on the pulse of the latest developments, we help our clients harness the power of digital tools through strategic research, planning, and execution.
Keeping pace with travel trends
Multi-day itineraries
One trend we've observed is the integration of one-off destinations into fuller itineraries. For example, tourism stakeholders are increasingly collaborating to create comprehensive travel experiences, such as road trips, camping, and hiking adventures.
This not only encourages a longer stay for many visitors, but it also allows for collaboration and innovation between regional tourism providers.
Our client Scenic Rim Trail, showcased this approach by allowing visitors to choose their own adventure. Vivo Group designed and built a comprehensive itinerary listing, complete with overviews, inclusions, galleries, and testimonials to allow users to browse and decide on the best itinerary to suit their needs and travel preferences.
Adapting to tech-savvy travellers
According to McKinsey, travellers from newer markets often have access to cutting-edge tech-forward travel offerings. To remain competitive, tourism stakeholders must consider how to adapt to the tech expectations of these modern travellers, integrating relevant digital offerings that simplify and enhance their journeys.
An example of this is our work with Fraser Coast Tourism, where we reimagined the brand’s digital presence and transformed the online booking experience. By optimising the site for mobile users and refreshing the design, we ensured that visitors could easily browse and book their experiences, driving higher conversions.
The role of AI in modern tourism
Artificial Intelligence is playing an increasingly critical role in enhancing customer engagement in the tourism industry.
AI's ability to offer highly personalised experiences through data analysis is revolutionising the way tourism companies engage with their customers.
AI technologies, such as semantic analysis and sentiment tracking, ensure that customers receive the most relevant information at precisely the right moment. As we delve into the possibilities of Generative AI and AI chatbots, the potential for a paradigm shift in customer interactions is immense, despite the inevitable learning curves.
Building tourism websites for conversion at Vivo Group
At Vivo Group, our approach to building tourism websites is rooted in providing actionable advice and insights based on industry observations and our extensive experience with clients.
To further elevate user experience and drive conversions, we integrate tourism websites with industry tools like Australian Tourism Data Warehouse (ATDW), Bookeasy, and Rezdy. These integrations streamline the booking process, making it more efficient for both businesses and customers, and ensuring that our clients stay competitive in a rapidly evolving digital landscape.
By staying ahead of the curve, we help our clients deliver exceptional user experiences that drive conversions and build lasting customer relationships.
As we continue to navigate the evolving landscape of digital trends in tourism, we are committed to creating digital solutions that not only meet the needs of today’s travellers but also anticipate the demands of tomorrow.
