The tourism industry is nowadays intimately linked to the web. This sector was one of the first to adapt to the digital transformation. E-tourism has exploded and is now the third most important business on the Internet after fashion and cultural products.
Tourists are increasingly autonomous in the organization and preparation of their trips, and there are many opportunities to travel at competitive prices. Globalization has significantly increased the size of the market. New technologies have an impact on tourism and it is now necessary to think about communication and marketing accordingly.
Here are the key trends and figures for the tourism sector in 2021 and 2022.
The French use the Internet on a daily basis to search for information and make purchases. Do these new habits also concern tourism?
In 2020, it is difficult to update these key figures for the tourism sector in the wake of the coronavirus crisis. Its impact on travellers’ habits is still difficult to measure. Statista notes in March, a net decrease in the number of visits to tourism-related websites.
However, digital tourism players are rather optimistic for the coming months. At the end of May, L’écho touristique surveyed the 46 members of the Club Tourisme et Technologie (CTT).
The smartphone is increasingly becoming the primary navigation tool. In the tourism sector, the figures are no exception to the rule and travel bookings are also increasing on mobile. Especially when it comes to booking at the last minute or during your trip.
Booking conducted a survey and interviewed 22,000 people in 29 different countries to find out what the current trends in tourism are. ” In 2020, travellers will let technology guide their choices even more,” concludes Booking.
The future of connected tourism would therefore be applications based on artificial intelligence and big data. The compilation of data from transactions, social networks and the behaviour of the Internet user will allow us to know the traveller. It will then be easy to suggest experiences that are closer to their desires and research habits.
According to a study by Sojern, as early as 2021 and over the next 5 years, marketers believe that new technologies will impact communication in tourism. They estimate an increase of :
The OTAs (Online Tourism Agency) are the market leaders. These online travel agencies, which bring together various services on their platform (hotel reservations, transport, activities, etc.), have a 71% share of the global market.
These leaders of the tourism market in 2020 have understood that investments in SEO are essential to their communication strategy:
Fevad and Médiamétrie provide audience figures for e-commerce sites in France four times a year. In 2020, here are the top 3 tourism platforms present on the French market:
Facebook and Instagram are indispensable channels today for targeting an audience. In the tourism sector, their reach and influence are particularly strong. Here are some figures taken from a study by Schofields and the SNCF associated with Bolero:
What impact do all these figures have on your communication strategy? How to find one’s place in the competitive tourism market?
It is certain that only those who know how to adapt to new technologies and consumer habits will succeed. If you would like to know more about the marketing strategies to adopt to enhance the value of your company, brand or tourist establishment, our agency Alioze is specialized in tourism communication.
Read also our article on the key figures for tourism and E-tourism in 2020