Internationalization is a global topic. The spatial borders of tourism, trading, politics and society are blurring due to growing possibilities. Moreover, when it comes to the internet there are virtually no boundaries. Naturally, more possibilities increase demands.
Corporate Outdooractive News
Over the last several years we have toiled with the administration of images. The file size of one high-quality photo has had a thirtyfold increase over the past 15 years. How many times have hard drives been filled up with images to the point that computers wouldn’t boot up properly? And whenever you needed a specific image you couldn’t find it. Photos were filed in an unstructured manner and not provided with keywords. Furthermore, image rights were either unclear or not disclosed at all.
The hype about artificial assistants and automated services is undeniable. And terms such as AI or chatbots are at the center of a popular discussion. The biggest advantage of the new technologies is the automated communication. It provides guests with a 24/7 service while also reducing the workload of employees.
Digitization was the central topic at this year’s ITB, the world’s biggest tourism trade fair. “How do destinations prepare for the digital future and how does professional data management fit into this?” These were two of the most discussed topics at many of the ITB’s presentations and discussions. Outdooractive presented trade visitors with our new Destination Suite – a holistic solution for destination management.
TYPO3 – next to Drupal, Joomla and WordPress – is one of the most popular open source content management systems in the German-speaking area. Roughly 500,000 websites worldwide are based on its technologies including many DMO websites. Numerous web agencies have specialized in programming tourism websites on the basis of TYPO3 or other web content management systems. But the time has come to rethink this strategy! The individual website of a tourism destination, that was once considered to be the central and vital medium, is losing its relevance. For many years the destination website was regarded as THE fundamental place for activities in tourism marketing. Many jobs in tourism destinations serve the purpose of filling a website with content, improve relevance by search engine optimization, create marketing campaigns to increase website relevance, buy range for a website, relaunch every three years and watch over KPIs.
Artificial intelligence – as any form of intelligence – is only capable of being as good as the data on which its answers and recommendations are based on. Within the topic of Machine Learning, data quality is more important as well as more problematic than ever before: Bad data can no longer be simply deleted or switched up as it is the case with traditional data analysis. In future, the relevant volume of data will be organized in Big Data if they want to remain relevant to Alexa, chatbots and co. Due to the big amount of data, the origin of (possibly false) data can rarely be identified and a subsequent adjustment of content (often derived from a third party) is rather difficult.
The experts of the conference 2018 take care of current trends and future developments of topics regarding digitization in tourism. To this digital day and age, Darwin’s theory of evolution (individuals that adjust best survive) still fits. In tourism the following rule applies: to adjust is good, but to stand out is better! Therefore, the conference will set new standards and provide answers to the questions that make the difference.
Open Data in Tourism is considered to be an essential theme of the tourism sector’s future, but its development is still in its early stages. However, in the run-up to the 11th “Tourismuscamp”, “Tourismuszukunft” initiated a roundtable on January 28, 2018 discussing open data in tourism. Next to more transparency in already existing sector projects, the roundtable focused on the active support of collaborations and integrative cooperations.
Even in times of digitization, guest service has remained a priority in tourism. But what if service can no longer be provided by employees that are preoccupied with other tasks? How can tourism fulfill the guests’ expectations of around-the-clock availability?
In recent years artificial intelligence (AI) has been a recurring topic in tourism. Due to efficient technologies it has invaded day-to-day life and thus reached a new dimension of automated communication. Today, personal assistants including Amazon’s Alexa and Google Home, but also automated services such as chatbots, support our daily routines – often unconsciously. Soon touristic content will reach guests primarily via intelligent systems. An early awareness of upcoming challenges, which will develop out of a changed deployment and usage of touristic information, is essential for the future of destination marketing.