The client is always the priority. That is raison d’être of the hotel industry, so the knowledge that each establishment is able to store regarding its clients is what will determine the performance of their distribution channels. In this field, web analytic and Big Data Processing tools come into play.
This is the view of Fernando Gallardo, specialist in this sector, as explained in his website, La Ruina Habitada, regarding hotel distribution development during 2015.
He pictures a scene in which technology is the element that will mark differences and open up gaps in the industry. In fact, Gallardo, points out that there is a new dormant paradigm in this field. A model where Online Travel Agencies (OTAs), meta search engines and start-ups will challenge the reign of the traditional tour operator.
In this context, a core idea imposes itself: clients search for experiences, not products, which suppose an added value. An idea that Luis del Olmo, president of Idiso Hotel Distribution, also defends in an interview, in which he also agrees that, this aim can only be achieved by using technology to obtain the most information possible about a client.
Technology is essential in this era of Big Data monitoring and analysis. People and items, converted into sensors, shed an immense amount of data into the system regarding their traveling habits, their tastes and hobbies, what they eat and drink and more specific circumstances regarding their existence, which all provides extremely valuable information regarding client knowledge, market behaviour and the details of tourist management.
Gallardo bases his ambition of going that step further when planning a trip on the stance of Bill Carroll, professor at Cornell University, who assures us that technological innovation involves three changes in travellers habits:
1) Emotional stimulation for the trip at the time of booking, always preceded by the dream of the destination or a specific activity to be carried out.
2) Social planning of the trip and individual purchase of services, progressively aimed towards mobility.
3) Expectations created by the affirmation and fulfilment of the trip. Mobile devices, though already part of technology, are worthy of mention on their own. In the USA, more than 50% of holiday searches are initiated using mobile devices.
This fact will boost last minute bookings. Erickson forecasts that 50 billion mobile devices will be in circulation by 2020. Mobile bookings will continue to grow in 2015, with the prevision that they will reach 39.5 billion dollars (32.4 billions euros), making up 25% of the online travel market in this American country.
On the other hand, in 2014 we predicted a slower acceptation process than what was initially expected for the acknowledgement of clients using Google Glass. In part because the hardware is yet to find the perfect fit, but also because the next technological frontier that Google is swiftly approaching is semantic language.
This language, the software, must delve even further into the user’s feelings and emotions and not so much into the destinations of the companies that organize the holidays.
At Idiso, with more than 15 years experience in this sector, we offer our hotelier clients 360º hotel distribution solutions, adapted to the latest trends. We will be thrilled to explain these at our stand, 104 (hall 8.1) at the ITB Berlin Fair between the 4th and 6th of March.