Technology is set to have a major impact on travel on the continent, reshaping everything from trip booking, the in-destination experience, and post-travel sharing.
Candice Machado, Digital Marketing Head at South African Tourism is particularly enthusiastic about how AI and Big Data can elevate South Africa’s position as a desirable travel destination. Machado and her team strive to leverage digital platforms to create a truly personalised and seamless travel experience for visitors in South Africa throughout their journey.
Artificial intelligence is defined as the simulation of human intelligence processes by machines. Big Data, on the other hand, refers to the analysis of large and complex datasets to reveal valuable insights and make informed decisions.
“What excites me about this conversation is that the success of any of these areas is dependent on collaboration across the South African tourism sector, ” Machado emphasises.
“By combining AI with Big Data we can better position the country as the destination of choice.
The Power of Personalisation
One of the most transformative impacts of tech on travel lies in personalisation. By analysing traveller preferences, interests, and travel styles, businesses can provide highly relevant recommendations for destinations, attractions, activities, and accommodations. “Technology allows us to understand when people are looking for us, their specific concerns, and where they are in their career journey,” Machado explains. “This valuable data enables us to tailor their travel experience, creating a truly personalised experience.”
This shift requires tourism businesses to move away from generic marketing approaches. “Many tourism businesses miss out on opportunities by failing to capitalise on the wealth of data available about travellers,” Machado observes. “By embracing personalised marketing strategies, we can better understand and cater to their unique needs”.
Tackling the Golden Triangle Challenge
These tech solutions can also help solve South Africa’s Golden Triangle phenomenon, says Machado. Currently Johannesburg, Kruger National Park, and Cape Town attract the overwhelming majority of business travellers, leading to over tourism in these hotspots.
“What AI can do in this instance is analyse travel patterns and identify alternative destinations offering similar experiences,” Machado explains. This provides opportunities to direct business travellers seeking specific experiences towards lesser-known towns in Limpopo, the Free State, or the Northwest.
The Rise of the Connected Traveller
“The notion of the connected traveller is another exciting development”, Machado says. “Within the next few years, I hope we’ll have access to even more complete and accurate data. This will enable the creation of a truly connected travel ecosystem that facilitates the entire business travel experience through a single platform.” The connected traveller concept refers to tech-savvy individuals who leverage technology at every stage of their journey. As a result they enjoy a more personalised, seamless, and efficient travel experience.
To keep up, tourism businesses and organisations must adapt by developing user-friendly websites and mobile apps. Additionally, they must offer seamless digital experiences, such as integrated booking platforms and online check-in options. Finally, it’s crucial that they tailor communication and recommendations based on individual preferences, and embrace data-driven decisions.
By fully embracing tech and capitalising on the wealth of data available, South Africa can position itself at the forefront of innovation, offering a personalised and efficient travel experience for travellers across the country.