Tourexpi
The
actions of global travel companies are driven more by external influences than
economics where important aspects of the transition are concerned. The Travel
& Tourism Radar survey shows that the approximately 330 travel companies
interviewed worldwide offer a generally positive economic outlook. It also
gives an insight into their investment plans and how they see their ability to
compete.
A
positive business outlook and stable investment plans for digitalisation
The
respondents were generally positive about their current situation in this
year’s second quarter, particularly when compared with the previous three
months. The outlook for the immediate future also appears good. Accordingly,
the companies polled were optimistic about developments in the next quarter.
The survey’s organisers noted stable investment plans and identified the
direction that future investments might take.
Online
presence and digital marketing were the areas most frequently mentioned,
accounting for around 44 per cent of the responses. Aspects such as training
courses made up nearly 29 per cent. Collaboration and engaging stakeholders
ranked third at slightly over 28 per cent, with responses divided evenly
between IT/software and customer relations management. Much less emphasis was
placed on new infrastructure and buildings or purchasing digital hardware.
Asked
specifically about factors influencing their ability to compete, most companies
said the competition was mainly within their own market and country. They
regard digitalisation as having neither a positive or negative impact on their
competitiveness, while in terms of equality and diversity they see themselves
as fully meeting their goals.
The
political and economic situation has the biggest influence on companies
The
survey offered an interesting look at external factors and how tourism
companies are influenced by them. The most frequent response was the political
and economic situation, including inflation, given by around 62 per cent.
(Digital) marketing and product development was the second most frequent answer
(54 per cent), followed by AI and digitalisation (51 per cent). Sustainability
and the climate were similarly frequent responses.
External
pressure is the driving force
According
to the ITB Travel & Tourism Radar, companies see efforts to promote
sustainability in the environment, economy and society as all being equally
important. In that context their activities appear to be motivated primarily by
legislation and ethical HR standards. Over half of the companies polled regard
protecting nature and the environment as being very important. However, about
one-third of respondents consider customer fulfilment to be the main aim of
their sustainability efforts, whereas only 15 per cent want to combine them
with business success or see them as an opportunity for their company.
Close
to 40 per cent of the tourism companies polled identify regional partnerships
as the area requiring most improvement. In general however, their
decision-making is influenced by legislation and customer expectations rather
than their own motivations. Digitalisation is the most important area with
potential for improvement, although this is often due to necessity.
“During
Covid, debate in our industry often focused on the long-term need to become
crisis-proof“, says Deborah Rothe, Director of ITB Berlin. The present
study shows that sustainability efforts are often driven more by necessity than
by economic motivation – for us, a signal to address and explore this theme in
the upcoming edition of ITB Berlin."
All
the results of the first ITB Travel & Tourism Radar and
information on the methods used can be downloaded online. Part two of the
survey is planned for mid-October. In it, ITB Berlin and Ostfalia University of
Applied Sciences will focus more on digitalisation. “We want to take a look at
the specific needs of the travel industry in order to customise the convention
programme”, says Prof. Dr. Heinz-Dieter Quack, who heads the survey. A
third online poll among industry actors will follow around the turn of the
year.
The
findings of all three surveys will be incorporated into planning the programme
of the ITB Berlin Convention 2025,
which will take place from 4 to 6 March parallel with ITB Berlin. The aim is to
examine how the industry can in future view digitalisation and sustainability
efforts as being more than a requirement dictated by legislation and customer
needs.
Image
Credit: © AA
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