A few years ago, planning a holiday might have entailed a visit to the local travel agent or for the more adventurous traveller armed with a guidebook, relying on trusted word-of-mouth recommendations to set their travel agenda. Today, thanks to breakthroughs in technology and high-speed internet, travellers can book their own flight and hotels online, choose to stay in a complete stranger’s house, and rather than entering any unfamiliar restaurant with apprehensions about quality of food, search online reviews on their mobile device while connected to the hotel Wi-Fi.

In the digital age, we’ve become a generation of DIY travellers who plan, manage and book travel online. So what has this transformation meant for businesses in the travel industry?
For travel agents, the rise of digitalisation has severely disrupted the industry. Traditional travel distribution in which high street travel agencies played a dominant role was revolutionised with online travel agencies and direct distribution through airlines and hotels’ websites acquiring a key role.

LCC and online travel companies were the clear winner of the online travel revolution over the past many years, they changed the way today consumers plan and book their trips. Tour operators suffered the rise of independent travel and are today embracing the online and mobile channels in order to stay competitive. While the internet killed off many high street travel agents, others have been forced to adapt to a very changing marketplace, with many embracing the internet by introducing online bookings.

Change and Upgrade in Technology has presented new set of opportunities for small businesses in the travel sector, allowing consumers worldwide to stumble across say a B&B in Paris or luxury safari park in Kenya through online review sites, social media and the businesses’ own websites.

“We pivoted from a hotel guidebook to become an online travel agent just as the internet started to become a place people could finally trust with their credit cards,” says Mr Mahmoudi. “In the whole of that first month online we did 10 bookings – now we do 300 a day.” While he says the business changed its model due to internet and allows online bookings, it still runs 24/7 customer service support via phones for people who want that human element.
For travel companies it’s meant they have to get smarter and adapt as the end user’s expectations rise. Take airlines, some of which now allow passengers to check-in online, access their boarding pass on mobile and operate Wi-Fi on flights.

Technology has transformed every phase of hospitality – from finding a hotel, to checking in, to unlocking your door and personalising your stay. As travel is inherently mobile, travellers expect to use their mobile devices to enrich their travel experiences.
So how will technology shape the future of travel? The coming future will see travellers requiring an increasingly personalised service, with companies able to suggest them customised products on the basis of their profiles and past behaviour. With many travellers already seeking a more customised and local experience, truly personalised trips are already beginning to take off.