More time, more reach, more visitors: discover how digitization is growing your destination
The Netherlands Board for Tourism & Conventions (NBTC) conducts an annual survey to examine digitisation within the hospitality sector. More than 200 organisations participated in the 2024 survey to discuss the opportunities and challenges of digitisation. The results show that digitisation is becoming increasingly important, but that there are also obstacles. The most important findings are listed below, but first it is important to know exactly what digitisation entails.
What is digitization?
Digitization means converting manual processes into digital forms using technology and data. Within the hospitality industry, you can think of:
- Digital bookings and payments
- Smart room systems
- Digital marketing to target visitors
- Real-time feedback and reviews
Why is it so important?
Digitization creates efficiency and saves time as digital processes are automated. This reduces manual work and saves time and money that can be used elsewhere. It also contributes to a better customer experience where customers face a more efficient experience using online check-ins, and chatbots. Companies that keep up with digitalization tend to be more innovative and can respond more quickly to market trends and developments.
With digitization, better use is made of existing data that can be easily collected and used for innovative solutions. Think of an UITagenda that we have already developed for various destination and city marketing organizations. With digitalization and use of technologies, companies and organizations can remain innovative and relevant.
Within the hospitality sector digitalization is even more important, because guests believe that everything can be faster, easier and more digital. Do you work for a destination or city marketing organization and are you curious what we can do for your destination? Take a look at our solutions.
How will digitalization be used in 2024?
Organizations rated their level of digitization with an average of 7.1, with 73% saying they developed their products or services using digital technology. The main reasons for adopting digitalization were for working more efficiently (8.4), and achieving a better user experience (8.3). Social media (80%) and search engines (61%) were the most frequently used digital marketing tools, leading to a website traffic of 71% and social media growth of 68%.
Opportunities and challenges within digitalization
Even though digitalization is increasingly being used, 61% of respondents reported experiencing obstacles. The main reasons were lack of funding (71%), insufficient time and space for development (58%), and insufficient expertise within staff (55%). Therefore, there is a need for staff training (47%), more space for development (40%), and inspiration from best practices (40%). Future technologies such as AI are seen by 69% of respondents as the technology with the greatest impact in the next five years. Big Data is also considered a promising technology by 44%.
Developments between 2023 and 2024
Between 2023 and 2024, a marked increase was seen in digitalization within the hospitality industry. By 2024, 73% of organizations indicated they had developed their products or services with digital technology. In comparison, in 2023, 68% indicated digitalization was essential. More and more organizations also recognize the importance of digitalization, especially related to working more efficiently (8.4) and improving the user experience (8.3) which remained the same in both years.
At the same time, challenges remain within funding (71%), time or space for development (58%), and expertise within staff (55%). The expected impact of ChatGPT has increased. For example, in 2023, 54% indicated that AI technologies like ChatGPT will be impactful, while in 2024 that percentage increased to 69%.
In short, smart tools and automation are making a difference, saving you time and increasing your visibility.
Did you know. the NBTC has developed five strategic action lines called the “digital expedition“? These action lines guide the digital transformation of the hospitality industry. Event Connectors aligns with:
2. Collaborate effectively around data;
3. Encouraging a culture of innovation;
5. Invest in digital technologies.
Do you have questions about how we use digitalization and can help you with that? Feel free to contact us, request information and/or a demo.
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Resources
This article is based on the report “Monitor digitalization 2024: opportunities and challenges” and “Digital expedition: a national vision” conducted by the Netherlands Tourism & Conference Board. Statistics and percentages have been taken from both sources.
Read the full report: Monitor digitalization 2024: opportunities and challenges
Read the full article: Digital expedition: a national vision
