This opinion piece examines key insights from the DTTT WTM Breakfast Briefing; in partnership with Skyscanner, The Travel Corporation (TTC) and Core Optimisation.
The tourism industry is currently undergoing a significant digital and sustainable transformation, driven by evolving traveller behaviour and technological advancements. This opinion piece examines key insights from the DTTT WTM Breakfast Briefing held on 6 November 2024, in partnership with leading travel organisations Skyscanner, The Travel Corporation (TTC) and Core Optimisation, offering valuable perspectives for businesses and destinations seeking to adapt and thrive in this dynamic landscape.
2025 will be defined by a continued eagerness from travellers to explore the world, with 43% of travellers globally planning to increase their travel frequency compared to 2024, according to Skyscanner's 2025 Horizons Report. This enduring passion for travel is further underlined by the fact that 37% and 31% of travellers intend to spend more on flights and accommodation respectively.
An increasing interest in community and collective experiences will shape travel in 2025, underscoring a shift towards experiences that foster a sense of belonging and shared interests. This trend manifests in various forms:
Despite these emerging trends, cost consciousness remains a key factor influencing destination choices, with flight (60%) and hotel (58%) costs being the primary considerations for travellers. Social media's reign as a travel inspiration powerhouse also continues, with 48% of travellers globally relying on it for travel ideas. Additionally, personal recommendations (44%), online media (35%), guidebooks (34%) and film and TV (33%) play significant roles in influencing travel decisions.
Nevertheless, some signs are appearing that the role of influencers may soon need to evolve by placing a stronger focus on identifying hidden gems. With rising awareness of sustainability among travellers, 26% indicated a willingness to consider less-frequented destinations to mitigate their environmental impact. This burgeoning eco-consciousness reflects a growing desire to travel responsibly despite lingering concerns about safety (50%) in lesser explored destinations and a lack of knowledge about other destinations (32%) or the activities available in them (30%).
The influence of generative AI in shaping travel planning and booking is also growing, with 47% of travellers expressing confidence in using this technology for these purposes - including most of those under 55. This technological shift is evident in the specific ways travellers are employing AI, including researching destinations (35%), comparing flight or hotel options (32%) and crafting travel itineraries (30%).
With the rapid emergence of generative AI, digital transformation is necessary for the tourism sector's long-term success. This involves seamlessly integrating technological advancements across all facets of a business, fundamentally changing how it operates and delivers value to customers. Investing in delivering exceptional customer experiences is crucial, as increased conversion rates can significantly boost a business's digital success. Moreover, as automation becomes more prevalent, it becomes vital to continuously innovate and invest in employee upskilling. This transformation is essential for improving efficiency and leveraging data-driven insights to enhance customer satisfaction and create a more resilient business model.
Core Optimisation is leveraging expertise in this field to lead the implementation of Fáilte Ireland's pioneering Digital that Delivers programme; aimed at transforming the digital capabilities of attractions and activity providers. Through this process, businesses are augmenting their foundational knowledge of digital best practices, business strategies and pricing and distribution models to improve commercial awareness of SMEs and the associated value around image and positioning. This is complemented by more broadly advancing digital acumen through raising awareness of the latest trends in boosting website and app performance and outlining the core requirements for leveraging emerging technologies.
To successfully navigate this digital transformation, businesses need a robust framework, spearheaded by engaged business owners and leaders. This framework is built on four key pillars:
Keeping the four pillars of the digital transformation framework in mind, five areas need to be focused upon. This includes ensuring leadership teams have the right skills, clear governance and can provide sufficient support, a people-centred approach that fosters the right work culture and knowledge across teams and a constant focus on the customer experience across all touchpoints and ensuring that each one is optimised. Alongside this, leveraging emerging technologies and automating operations helps streamline the management of all business functions - from marketing to sales and customer support - alleviating pressure on teams.
Partnerships are indispensable not only for aiding digital transformation, but also for propelling sustainability efforts within the tourism industry. Through collaboration, tourism organisations can leverage shared resources, expertise and networks to develop and implement impactful sustainability initiatives to overcome shared challenges.
TTC provides a compelling example of how partnerships can drive sustainability forward by focusing on four key areas since its sustainability journey began in 2008:
TTC's approach to sustainable partnerships is strategically based on the traditional marketing model - targeting several key areas, including product development, contracting and supplier relationships and marketing and distribution. Two successful industry-first collaborations between TTC and DMOs exemplify this approach to climate, sustainable experiences and supply chain transition:
While rapid progress can sometimes be obtained from individual efforts, collective action is required to reach far-reaching goals. This is a fundamental consideration for ensuring the advancement of tourism's digital and sustainable transition. Navigating this evolving landscape necessitates robust frameworks that support long-term success and strong leadership from senior managers within DMOs and businesses to drive change.
The tourism industry is currently undergoing a significant digital and sustainable transformation, driven by evolving traveller behaviour and technological advancements. This opinion piece examines key insights from the DTTT WTM Breakfast Briefing held on 6 November 2024, in partnership with leading travel organisations Skyscanner, The Travel Corporation (TTC) and Core Optimisation, offering valuable perspectives for businesses and destinations seeking to adapt and thrive in this dynamic landscape.
2025 will be defined by a continued eagerness from travellers to explore the world, with 43% of travellers globally planning to increase their travel frequency compared to 2024, according to Skyscanner's 2025 Horizons Report. This enduring passion for travel is further underlined by the fact that 37% and 31% of travellers intend to spend more on flights and accommodation respectively.
An increasing interest in community and collective experiences will shape travel in 2025, underscoring a shift towards experiences that foster a sense of belonging and shared interests. This trend manifests in various forms:
Despite these emerging trends, cost consciousness remains a key factor influencing destination choices, with flight (60%) and hotel (58%) costs being the primary considerations for travellers. Social media's reign as a travel inspiration powerhouse also continues, with 48% of travellers globally relying on it for travel ideas. Additionally, personal recommendations (44%), online media (35%), guidebooks (34%) and film and TV (33%) play significant roles in influencing travel decisions.
Nevertheless, some signs are appearing that the role of influencers may soon need to evolve by placing a stronger focus on identifying hidden gems. With rising awareness of sustainability among travellers, 26% indicated a willingness to consider less-frequented destinations to mitigate their environmental impact. This burgeoning eco-consciousness reflects a growing desire to travel responsibly despite lingering concerns about safety (50%) in lesser explored destinations and a lack of knowledge about other destinations (32%) or the activities available in them (30%).
The influence of generative AI in shaping travel planning and booking is also growing, with 47% of travellers expressing confidence in using this technology for these purposes - including most of those under 55. This technological shift is evident in the specific ways travellers are employing AI, including researching destinations (35%), comparing flight or hotel options (32%) and crafting travel itineraries (30%).
With the rapid emergence of generative AI, digital transformation is necessary for the tourism sector's long-term success. This involves seamlessly integrating technological advancements across all facets of a business, fundamentally changing how it operates and delivers value to customers. Investing in delivering exceptional customer experiences is crucial, as increased conversion rates can significantly boost a business's digital success. Moreover, as automation becomes more prevalent, it becomes vital to continuously innovate and invest in employee upskilling. This transformation is essential for improving efficiency and leveraging data-driven insights to enhance customer satisfaction and create a more resilient business model.
Core Optimisation is leveraging expertise in this field to lead the implementation of Fáilte Ireland's pioneering Digital that Delivers programme; aimed at transforming the digital capabilities of attractions and activity providers. Through this process, businesses are augmenting their foundational knowledge of digital best practices, business strategies and pricing and distribution models to improve commercial awareness of SMEs and the associated value around image and positioning. This is complemented by more broadly advancing digital acumen through raising awareness of the latest trends in boosting website and app performance and outlining the core requirements for leveraging emerging technologies.
To successfully navigate this digital transformation, businesses need a robust framework, spearheaded by engaged business owners and leaders. This framework is built on four key pillars:
Keeping the four pillars of the digital transformation framework in mind, five areas need to be focused upon. This includes ensuring leadership teams have the right skills, clear governance and can provide sufficient support, a people-centred approach that fosters the right work culture and knowledge across teams and a constant focus on the customer experience across all touchpoints and ensuring that each one is optimised. Alongside this, leveraging emerging technologies and automating operations helps streamline the management of all business functions - from marketing to sales and customer support - alleviating pressure on teams.
Partnerships are indispensable not only for aiding digital transformation, but also for propelling sustainability efforts within the tourism industry. Through collaboration, tourism organisations can leverage shared resources, expertise and networks to develop and implement impactful sustainability initiatives to overcome shared challenges.
TTC provides a compelling example of how partnerships can drive sustainability forward by focusing on four key areas since its sustainability journey began in 2008:
TTC's approach to sustainable partnerships is strategically based on the traditional marketing model - targeting several key areas, including product development, contracting and supplier relationships and marketing and distribution. Two successful industry-first collaborations between TTC and DMOs exemplify this approach to climate, sustainable experiences and supply chain transition:
While rapid progress can sometimes be obtained from individual efforts, collective action is required to reach far-reaching goals. This is a fundamental consideration for ensuring the advancement of tourism's digital and sustainable transition. Navigating this evolving landscape necessitates robust frameworks that support long-term success and strong leadership from senior managers within DMOs and businesses to drive change.
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