How Has The Web Changed Our Way Of Consuming Travel?

Feb 18, 2018

By Yannick Thomas, Web Designer | Agence Dagré, France | com@dagre.fr

E-tourism is currently fast-growing in France. Indeed, digital platforms have increasing relevance in researching and the act of purchase for travelers,  whether it is to collect information about a travel destination, to book travel online, or to compare offers.

In the digital era, it is now possible to consume travel on numerous new media channels: blogs, online agencies, applications, comparative websites to name just a few. Travel agencies face formidable competition, with many advantages for travelers. Consumer behaviour has changed in many ways such as in searching for a destination, the act of purchasing travel, the preparation for the journey and the choice of activities.

Digital platforms have consequences on consumer behaviour as well. Indeed, thanks to digital media, consumers can now act on impulse, or on the contrary can take more time to compare prices or destinations which are proposed on the Internet. The organisation of the trip is now easily facilitated online and French people now leave regularly on sudden impulse, during the weekend for example.  

Thanks to digital platforms, it's now easier for the tourist industry to push their consumers towards purchasing travel. The recurring sending of e-mails proposing reductions, promotions, last minutes offers, presenting attractive destinations... all of this aims at creating some desire from the consumer, but also aims at developing customer loyalty. It is important for travel brands to be known by consumers and to be distinguished from their competitors. Indeed, the Internet makes consumers life's much easier, but it also makes life for the tourist industry harder  in regards to competition, many offers, competitive prices etc. 

Social networks also have their role to play because they bring some additional marketing content. They represent an opportunity to be used more by travel brands and to be kept up-to-date. Social networks are not a sales channel but they help consumers in their decisions and encourage them to share their opinion. Furthermore, the benefit of social networks is the closeness the consumer feels with the "brand" (or all other actors of the tourism industry). Closeness to the consumer is an important value in tourism and travel. Social networks are the gateway to numerous consumer communities which tourism industry players have to know and deal with.  

With regards to consumers, the Internet presents an advantage to reduce travel budgets. Thanks to the numerous, new comparative websites, good deals are easier and faster of access. There are also more promotions online, with thanks to digital media,  a promotion can be sent in the shortest amount of time to a vast number of people. 

The digital world doesn't stop developing, just like the offers provided by the tourism industry,  because it is continuously necessary to innovate and to propose new experiences in order to continue to attract consumers. 

Follow us on social media via the links below and discover all of our Travelations   here.

Tribe Global is a network of over 30 independent agencies and business Partners working together with an overwhelming passion for solving client challenges creatively, with a commercial imperative. Travelations are for travel marketers seeking global perspective, actionable insights and business advantage. For more Travelations and examples of our deep Tribal travel/tourism experience, find us at tribeglobal.net.