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As customer experience (CX) becomes more digital around the world, the tourism industry faces unique roadblocks. It was once an industry that relied on highly personal, one-on-one interactions, but the use of digital technologies has skyrocketed in the past few years. Now, customers are making travel plans on various platforms and using multiple types of media to research their destinations. Every person has their own preferences for how they choose to connect with hotels, airlines and other travel-related companies.
While the tourism industry was always moving in the direction of more digital, personalized customer experiences, the pandemic made this shift happen even faster than expected. Now, many travel and hospitality companies are still trying to figure out how to give customers the highly personalized experiences they crave. This article will explore the ways in which tourism and travel organizations can remain agile in a quickly changing digital world, all while consistently delivering personalized customer experiences and managing unique content across multiple digital channels.
Inside Tourism’s CX Challenges
The tourism industry is currently experiencing many CX challenges. Customers’ expectations have changed significantly over the past few years. Not only do they expect to have a smooth, digital, personalized journey, but they require tourism companies’ safety standards to live up to post-pandemic norms. The increase of health-conscious traveling has made no-contact digital interactions even more appealing. Beyond this, labor shortages keep the industry from growing as quickly as it could be, and organizations must adopt the latest technology to make operations more efficient rather than relying on higher staffing levels.
Customers are also using omnichannel more than before. They can find information on tourism companies on social media, websites and more, and they can reach out to customer support agents via phone, email or SMS. Organizations must ensure that their CX is consistent across all these channels, whether a customer is just researching the best hotel for their vacation or asking an agent to upgrade their reservation.
How Composable Technology Addresses Industry Challenges
Consistency is not an easy task when content teams have multiple platforms to manage and when they must perfectly align messaging across channels. One vital way to address these challenges is through composable digital experience platforms (DXPs), powered through a headless content management system (CMS). This method helps tourism companies both manage multiple channels in one place and maintain a personalized experience for customers across channels. Composable DXPs use a set of independent application programming interfaces (APIs), allowing companies to seamlessly integrate various functionalities. In this way, companies can create a tech stack that fits their unique needs with the best-of-breed solutions of their choice.
This technology is especially useful for the tourism industry because their challenges are difficult for a one-size-fits-all solution to solve. With a traditional, monolithic DXP, companies will find it difficult to stay agile and customize experiences. Further, a monolithic solution means that employees can’t leverage tech solutions as quickly or effectively — an especially unwanted outcome during a staffing shortage. Technology should be as up-to-date as possible to give employees the opportunity to efficiently meet customer needs.
The Impact of Composable DXP on Tourism
The modern traveler experience can benefit greatly from the use of a composable DXP. For example, when integrated with an analytics tool, a DXP can collect and analyze data to understand unique customer needs — allowing tourism companies to improve their personalization efforts. The right analytics tool will also give them the agility needed to react quickly to customer feedback and make unexpected changes. For example, a travel company could easily use its analytics function to offer customers personalized recommendations or discounts on their bookings — a strategy that could help the company gain new customers and increase customer satisfaction. Loyalty is important in hospitality-related companies such as hotels and airlines, and fostering a genuine connection with customers through customized offerings can make a big difference.
Further, with the headless CMS functionality, the front end is separate from the back end, meaning that marketing teams can quickly make changes that affect all channels. They don’t need to be tech experts, and they don’t need to worry about their changes impacting functionality on any platform — saving them time and giving them the tools to make omnichannel a smooth and consistent experience for all travelers.
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Choose the Technology That Keeps up With a Rapidly Changing Industry
In the quickly evolving tourism market, composable DXPs are changing the way marketers engage travelers. While the pandemic disrupted tourism in many unexpected ways, the flexibility and scalability of a DXP gives companies the chance to react quickly, personally and effectively to new trends and expectations.
Look for a composable DXP supported by a headless content management system like Contentstack. Whether a travel company specializes in flights, lodging or activities, a solution like Contentstack empowers businesses to stay top of mind for consumers in a highly competitive industry.
Read more about composable DXP’s impact on the travel industry here!
