This article was originally published to align with World Tourism Day, but the discussion around how tourism impacts people around the world, the planet, and the prosperity of the industry as a whole is critical to engage with on an ongoing basis.
When we talk about travel, and the travel industry in general, it's clear that the idea of 'being a force for good' - allowing travel to thrive without negative impact on people or places around the world - has become more and more important. This becomes even clearer as traveller preferences change and as we consider what lies ahead, and the challenges that the industry, the environment, and communities around the world are facing.
This World Tourism Day, it’s even more apparent that we need to continue to be responsible. To hold in high regard the impact of travel on people and the planet, and the prosperity that comes when these factors align.
In fact, ‘people, prosperity and planet’ is one of the key themes of this year’s World Tourism Day; and The United Nations World Travel Organisation (UNWTO), along with global travel industry leaders, recognises the need for travel to provide ongoing opportunities for those involved in tourism. Additionally, they emphasise the importance of aligning travel with sustainability goals in order to ensure its long-term existence.
But what is World Tourism Day, and why is it a great stepping stone for these 'big travel thoughts'?
World Tourism Day is an annual event in the travel calendar, where those in the industry are encouraged to think about the impact of tourism as a whole on the world: in social, cultural, environmental and economic ways.
This year, we are envisioning a future where tourism becomes a powerful force for good. We are considering various ways of traveling and implementing industry-wide changes that will benefit everyone involved, promote the long-term prosperity of the industry, and prioritise the well-being of our planet.
In a world where generative AI is constantly making waves in the headlines, constantly revolutionising the travel industry and paving the way for tech-focused solutions, it is crucial that we remember the significance of the people who play a role in the travel process, such as travel agents just like yourselves!
It’s suggested that a staggering 71% of customers expect personalised service, and 76% stating that receiving personalised service greatly influences their decision-making process, it is clear that prioritising human-centric communication remains vital to cultivating a positive and lasting relationship between sellers and consumers.
One prime example of the desire for personalised communication is that during the 2023 consumer research study from the American Society of Travel Advisors (ASTA), it was found that 50% of travellers are now more likely to use a travel agent since the pandemic. While previously this would largely have been to changing safety protocols and the added security of advice and support from an expert, this is now an example of just how important human-centric business to customer relationships are to travellers.
However, catering to tech and AI, as one of the biggest trends in travel, is undoubtedly key for businesses who don’t want to be left behind.
Human-centric solutions have always been at the forefront of our business model, but it’s certainly not to suggest that TravelTech is not the way forward: with the implementation of vast metaverses available to citizens and travellers, such as the Japanese metaverse economic zone; the use of generative AI at nearly every step of the pre- and post-booking stages; the incorporation of virtual reality during the travel decision-making process seen in examples such as Hotelverse; and even autonomous taxis arriving onto the transportation scene and disrupting the traditional transfer business.
Therefore, it's crucial for businesses in the travel ecosystem to stay up-to-date with customer expectations that come with the increasing use of technology.
At Bedsonline, we are passionate about harnessing the potential of cloud-based tech solutions and intelligent algorithms to enhance our powerful Booking Engine, to provide a seamless and intuitive experience for travel agents like you. But we also strive to strike a perfect balance between the power of TravelTech and the importance of human connection. We firmly believe in the significant impact of technology, while also recognising how important it is for you as travel agents to maintain genuine and meaningful connections with travellers.
We help to assist with this by not only offering locally-owned tours and experiences as part of our vast global portfolio, but also by having knowledgeable sourcing teams in trending destinations worldwide, to ensure that our data is inspired by people on the ground.
Plus, as a part of Hotelbeds, we also are proud to collaborate with numerous TravelTech start ups which are seeking to improve the industry as a whole, and offer game-changing technology to people at all stages of the industry - including travel agents!
Discover more about the TravelTech Lab by Hotelbeds here!
It could also be argued that Artificial Intelligence is just as valuable as its creators and the human input it receives. Platforms like OpenAI's ChatGPT, Google's Bard, and Microsoft's Bing Chat rely on the expertise and insights of the people involved in the travel industry. People just like you, as travel agents, who hold the power and knowledge to determine the future of travel, without having to rely on non-sentient machines.
We know where the future of travel is taking us - it’s into a landscape where we can protect our planet with sustainable practices, ensure that economies in destinations who rely on tourism thrive as a result of tourism that gives back, and where we as travel players need to lead the way by decarbonising operations.
There are undeniable benefits of TravelTech: virtual reality tours pre-booking and in-destination, augmented reality overlaid onto real-life destinations to offer increasingly engaged cultural experiences, better customer service thanks to AI platforms and customer-facing generative AI. But there are also the very real implications of using real-life customer data in a way that can cause friction - seen as an example recently with the use of facial recognition by an airline during the booking process, designed to discourage the use of online travel agents and third party booking platforms, and the subsequent questions of data security this raised.
But this is why we think striking that balance becomes so key! We’re talking human-centric industry practices which focus on people, facilitated by innovative travel technology which helps to promote sustainability as the core principle of the industry.
We’ve all seen the recent incidents where our planet continues to change before our eyes as a result of climate change - wildfires, crumbling coastlines, drought, flooding, vibrant species disappearing.
Undoubtedly, the introduction of revolutionary green technology is an absolute game-changer in this field, particularly when considering that a staggering 8% of global CO2 emissions are currently attributed to activities in the tourism industry, from areas like transportation, construction, catering, services, and land promotion activities. Green technology such as operational systems which control energy management; online check-in, digitised communications technology, renewable sources of energy, and artificial intelligence solutions that reduce food waste in the hospitality industry.
While it may be true that there is no single solution to completely solve climate change, by prioritising sustainability and integrating it into the foundation of travel opportunities, we can greatly contribute to making a positive impact on both the planet and the global community.
Sustainable tourism then, needs to hero and champion things like:
It’s unsurprising to note however, that sustainable travellers have high standards when it comes to spending their money. They will only support travel programs and experiences that genuinely embrace a more eco-friendly approach to travel, while also actively contributing to the well-being of local communities and ecosystems in their chosen destination.
We’ve taken a look before at how important is, as just one example of sustainable tourism, to offer plastic-free options for travellers and how this can and should become part of every travel agent’s strategy.
But one way we’re making it easier for travel agents to offer the type of sustainable tourism that is so important to promote, is by adding a filter to quickly find ‘Sustainable Hotels’ in our Booking Engine. This allows agents to easily find which have been categorised as eco-friendly, plastic-free or renewable!
Of course, sustainable tourism doesn’t just mean renewable energy, carbon-neutral practices, or reducing plastic waste.
As we consider the increasing desire for travellers to "get off the beaten path," it becomes even more crucial to maintain a stable and successful economy. This shift in travel preferences will place a demand on local economies that may not be fully prepared for higher levels of tourism. However by focusing on sustainability, influential people in the industry such as travel agents like you who are present at the critical decision-making stages, can ensure that these economies thrive and benefit from the influx of visitors.
This is just one way that the industry as a whole can combat challenges such as ‘overtourism’ and ‘undertourism’ which are so prevelant in many destinations around the world. Overcrowded countries in Europe, for example, have even legislated against international tourism to try and minimise the severe impacts of overtourism!
'Overtourism' stands out as a significant issue within the industry, and is particularly relevant as tourist arrivals have already reached 80% of pre-COVID levels in the first quarter of 2023, with an estimated 235 million tourists traveling internationally during that time. Destinations like Venice, Barcelona, Bali, Greece, Rome, Amsterdam, Thailand, and many more 'hotspots' are facing significant negative impacts due to tourism. These places were not originally designed to handle the influx of visitors, which has resulted in strain on the natural environments, local economy, and residents.
Alternatively, the opposite is also true, where ‘undertourism’ can be seen in destinations that have a higher capacity for tourism but are seeing low demand - especially post-pandemic.
How can you as travel agents help?
By promoting ‘underrated’ destinations and those where there is more active capacity to handle higher levels of tourism - and even a need for tourism to boost the local economy - this ensures that tourism which is genuinely beneficial to these communities. This approach helps to prevent any undue strain or adverse effects on the local communities, while also creating an enjoyable experience for the end traveller.
Another key way to create a culture of sustainable travel, for the communities in destinations themselves, is by advocating the benefits of out of season travel, or ‘shoulder’ seasons as a travel agents.
Encouraging travellers to visit destinations during quieter times of the year allows for a more immersive experience, which plays into the current trend of slow travel, and experiential travel, wherein travellers are seeking a more profound understanding of their destinations of choice!
Approximately 43% of global travellers are willing to invest more in trips that prioritise minimising their impact on the environment. These sustainable travellers not only hold a significant position in the market, recognising the crucial role of sustainability within the industry, but they’re also high spenders.
This, of course, is a massive incentive for travel agents like you to actively accommodate and appeal to sustainable travellers, because a higher spending segment means more opportunities to boost revenue during the booking process.
But catering to more ethical travel is key not only for the potential revenue that it will bring travel sellers, but also for the way that this brings local communities to the forefront of the experience tourism sector, just as they should be.
Some tour providers, for example, collaborate with local hosts to create authentic connections with travellers. They invite guests to enjoy a delightful meal with their hosts, enabling them to learn about the host's culture and share their own experiences in return. By actively engaging with the local communities, the tourism industry can ensure that the generated revenue stays within the community, where it can have the most significant impact.
So, it’s worth thinking about the partnerships that you have as travel agents, and whether they’re actively benefiting the destinations you’re selling. Can you work more closely with locally-owned businesses?
Our powerful Booking Engine offers integrated cross-selling opportunities, so you can build your clients their perfect trip from our wide selection of tours, experiences and ancillary products, while knowing that we’re working hard to create closer connection between traveller, travel seller, and businesses in-destination.
Of course, we wouldn’t want to talk about the importance of sustainable practices within the industry that positively impact both the people involved at every stage of the travel ecosystem, and the planet itself, without taking a lead on initiatives that help to do just that.
As part of Hotelbeds, it’s our ongoing mission to demonstrate through action, how much value we place on industry-recognised travel standards, and our own environmental, social and governmental (ESG) commitments.
So, here are just a few ways that we’re supporting our partners aims, working to be more sustainable, and facilitate the future of tourism as something which is a force for good!
There is always more to be done, but our mission is to ensure that our actions continue to have positive impacts on the world of travel, the people involved, and the ecosystems that we want to ensure that we and the travellers of tomorrow can continue to explore.
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