How is digital impacting tourism?

Tourism, like the various economic sectors, has undergone a profound change with the digital transition that the world is experiencing. But how does digital impact tourism? Indeed, digital technology has given rise to a whole new model of the tourism industry with the emergence of new and above all more customizable offers to satisfy the multiple behaviors of a clientele whose needs are constantly changing. In a study entitled “Morocco on the road to digital transition: Challenges, risks and opportunities”, the Department of Studies and Financial Forecasts (DEPF) lists seven main impacts of digital on tourism. 1 . Difficulty for traditional intermediaries in the tourism sector with the direct supply of tourist services to tourists through Online Travel Agencies (OTAs). The DEPF stresses that traditional agencies are faced with competition from destockers such as “Last Minute” or “Promovacances” and threatened by online comparators (Expedia, Liligo, Govoyages, etc.) offering tourists the possibility of comparing products in order to choose the cheapest. 2 . The influence of OTAs on the hotel sector, which is affected by massive growth in its digital distribution. Indeed, OTAs impose excessive commissions on hoteliers and do not contribute to the revitalization of the sector, notes the Management. For example, in France, the occupancy rate only increased by 0.4% and hotel turnover by 3.1%. → Read also: Tourism: A new wind for cruising 3 . Appearance of a form of invisible tourism with the emergence of new forms of tourist accommodation thanks to collaborative platforms. According to the study, these platforms broaden the scope of seasonal rental activity in different forms (houses or guest rooms, lodges, housing exchanges, rental of the main residence). However, these forms of accommodation tend to challenge the traditional classifications of tourist accommodation. 4 . Personalization of the tourist offer carried by digital channels (social networks, Instagram, blogs and meta search engines, etc.) which inspire, inform and guide the traveller. Digital has made tourists “e-tourists” potentially over-informed upstream, comparing destinations or service offers and making selections based on various criteria. 5 . Development of mobile applications, effectively complementing other information and distribution channels for tourist offers and generating new opportunities (real-time use, personalization, geolocation, loyalty, etc.) for tourism players, in particular for small and medium-sized enterprises (SMEs) in the sector. The mobile offers local service providers an additional access route to the end customer for “on the ground” support and promotion of their offers. 6 . Development of several distribution channels, leading to significant changes in the traditional value chain that separated producers and distributors. Subscribers to one or more reservation platforms, hoteliers can manage their allotments on a market place. 7 . Constitution of a data market collected by the digital giants. This data can be used by tourism players to improve their own services by better targeting customers, adapting to their behavior and developing new products that meet their aspirations. With MAP