Erdinc Gurel


After the digital revolution, every corporation had to adapt itself accordingly. And the process is still ongoing, no doubt. Progress in digital variation in the industry, of course, can not be considered independent. Since one of the main features of consumers is dependent on curiosity and exploration, online travel technologies are very appealing for the target audience.      

The travel industry is a broad business field. It is a growing one as well. Hence nonstop growing consumer numbers require substantial data processing. Online booking portals are embedding vast data day by day. Because the online world is now all around us. Consumers are an essential part of the omnichannel marketing mindset.   

 Fortunately, data science is shifting the paradigm. Data is a very important asset in the travel assisting industries like airlines, hospitality and online booking websites in terms of marketing plans and so forth. 

According to Travel Carma; “One area one data science has proved extremely valuable is sentiment analysis” 

Wikipedia describes “Sentiment Analysis” as “opinion mining” and “emotional AI” that “refers to natural language processing, text analysis.” The main usage of this tool is to “understand the voice of the customer.”

Business is for Business

By all means, every business focuses on growth and customer loyalty. Travel companies are also trying to increase their business accordingly. In this case sentiment analysis by data mining could be very handy for such businesses. Companies like online booking agencies should track consumers’ behaviors like mentions, clicks journey and so forth. So that one can have a better analysis of the brand in terms of customer’s decisions. 

The online world now is all about personalized content and its paid marketing equivalence unsurprisingly. Recommendation engine and its algorithm work how the customer interacts before and after bookings, sales, etc. This builds on every possible combination of customers’ data which yields to the maximum conversions. Online booking websites and travel agencies can benefit from such mining by adapting their business strategy via online travel techs. 

For example, an application programming interface Coral which developed Metglobal consolidates and aggregates products from several hotel providers together.  Features like improved response time and static data API enables users to have better booking experience by API data connectivity. Therefore these applications have a milestone potential to change how customers interact with travel brands. 

Long story short, data-driven technology helps both consumers and brands to experience the best possible journey of their resources.  Time to think data-driven.    

For more articles about the issue, please look up our other posts.

A woman is traveling with mask to avoid Coronavirus

Nothing is more global than in the travel industry nowadays. On the whole, it is the one world that we live in thanks to the recent advancements in technology. No doubt, any transmitted disease like coronavirus can pose a long term effect on the travel industry indeed. Considering the industries’ very essence of functionality, it is for sure inevitable.  No matter how the world evolved by the global economy and technological advancements, still, governments are not ready to face with broad contagion.

Needless to say, the travel industry is not independent of the situation itself. The velocity of the voyage has never been a peak in history. Accordingly, transmitted diseases are easy travellers as well with the host.  

Of course, pacific Asia is the most affected zone among all yet globalism does not let anyone or any industry have “not my backyard” mindset approach at all.  

North American, European and South Asian travel markets are very important for the Chinese travel industry and visa-versa. According to Bloomberg; China is the fifth-largest inbound market in the world. Considering the increased middle-class population in the last decade, hard to ignore the positive attribution to the world travel business. 

Countries like Thailand, Indonesia, Malaysia, Cambodia have the biggest travel business economic incomes. Since the outbreak has begun it is reported that their tourism revenue has decreased and affected the nation’s economy. As well as the travel industry no doubt. 

The Routes Are Changing

So many airlines are facing cancellation and restriction. 

According to “ ”, “United Airlines quoted a significant decline in demand as its reason for reducing flights, indicating that consumers are already concerned about visiting China.”    

Besides cruises to mainland China, Taiwan, Macau, Hongkong are being cancelled. As well as hotels and other booked events have been either postponed or repealed. On the other hand, travel agencies are looking for alternative routes instead of the far east. 

Hence, travel agencies have to compensate for the economic impact of the outbreak. 

According to the Guardian; “the idyllic holiday island of Bali has been hit by the ripple effect of the coronavirus crisis, with tourism plummeting and suggestions it “does not have the capacity” to treat patients if they become sick.” 

A man wearing mask to avoid viral virus

Travel agencies in Indonesia are complaining about the escalating downturn of sales and customer numbers.  Besides travellers who visited china have been denied to enter some countries or visa applications that are being ceased by the EU, USA & Canada. 

In addition, business-related travel plans such as expos and conferences have overcome by the travel bans either. 

Bloomberg states, “the crisis will carry into 2021, expert says.” 

Understandably, The travel industry will have to struggle with the crisis in 2021. Therefore it should be ready for instant changes and unwelcome situations. And must be creative for alternative destinations.   

someone is using smartphone to plan his or her trip

Experience and activity suppliers are now more and more targeting digital ticketing. Focusing on the digital world and its technology has accelerated in recent years. For some, it has become frustrating, yet for many, it’s never been much handy so far. For many travelers, the missing link was a rare consumer demand focus through online booking in the past years. As a matter of fact, many used to get frustrated by uncomparable digital activity.  

However online bookings have advanced, sustained by providers having inventory online and enabling mobile more attractive, especially reservation companies boosting to digitize business. 

Experiences are being shaped by online consumer behaviors. And it’s been used for other segments already.

A woman using smart phone to book flight

Offline to online shift hastened and shaped consumer behaviors and demand drastically.  Accordingly, lots of change in booking path has been seen among many travelers, especially famous Millenials.  Travelers’ research activities are now starting completely online and its a whole journey to the end. 

According to Phocuswright: “As suppliers bring more supply online, pre-trip bookings are more accessible and advance bookings are on the rise with 38% of travelers preferring to have everything booked before they go.”

You may also read our previous content called “The impact of New Technologies”. It will also give some fresh insights into the traveler’s demands and behaviors.

So suppliers should bring more consumers’ demand alternatives to the online to get their attention. Changing dynamics forces travel agencies and suppliers of course to capture travelers’ online demands and opportunities for growth. 

A tourist using ipad for navigation

It’s a very ordinary thing to say nowadays that our habits are changing. From top to bottom everything is on the line to connect to something, someone and so forth. No industry is yet able to resist the revision. One of the most touched by the new technologies is, for sure, the travel industry in itself.  The industry is in transition, no doubt. Old school methods are facing challenges. So travel agencies will have to embrace innovations more and more.

According to Google, travellers are more interested in planning their trips on the internet compared to the past. Especially famous internet generation millennials are the leaders of this diversity.  

Hence, how we position the travel industry within all the turbulence of search habits, social media awareness, and the influencer generation, is neither a unilateral question at all. Yet both parts (software providers and travel agencies)  should be engaging in the topics as much.

applications are being used by tourist

Middle-aged and young travellers are very fond of everything about new media and also very passionate about travelling too.  Accordingly, this combined attitude leads to a new understanding where social media, apps, blogs and the internet of things have a more significant place when it comes to travelling habits. 

Wholesale providers might use beacon systems, IoT or augmented reality to understand customer behaviour better. Besides, the internet of things can help both providers and agencies to have substantial insights, which can be used to interpret travellers changing behaviour.  Since everything is getting smarter nowadays.

In fact, Spain’s Hotel Technology Institute claimed that the Internet of Things “is going to be the major transformative factor in the personalization of the customer experience over the next few years.” 

Augmented reality or virtual reality entered the travel world a long time ago. Thinking about the possibilities, to my mind, no one can turn it down indeed. 

two boys are wearing virtual reality gadgets

Considering virtual assistants such as Alexa, Siri or more customized AI ones can meet our needs when we are on vacation. In addition, it helps providers and agencies figure out more personalized sale funnels eventually.

Consequently, innovations progressively will be playing essential roles in the travel industry and hospitality management in the following years.

After a whole upside-down year, we have landed in 2020. The last year’s favorite word was change. 2019 was the year of innovations, technological changes, and AI as expected in. 2019 was also challenging for the travel industry as well. Global warming, conflicts between countries, world politics and sustainability were the most issued topics among the travel community.  

Due to the geopolitical controversy, Egypt has been losing its charm, but in 2019 surprisingly the pyramids got their rightful reputation back. Seemingly the country became popular again. 

Speaking of sustainability “generation Y” tended to be more city breakers naturally. It has been a focal point for a long time, however, young travelers were trying to avoid mainstream travel plans. Yet they are into more experienced-based trips. So agencies should keep in mind that travel attitudes are shifting. 

Out of City

Especially middle-aged young travelers have been complaining about overcrowded touristy cities such as Venice, Prague, the famous Greek Islands, Rome. According to Epic Private journeys; “Less traveled destinations are getting more interest last years like Ethiopia, Madagascar, Northern Kenya, Bhutan, etc”  Travellers are more willing to embrace explorer’s mindset now. 

Alternative Destinations

Hence,  rather than consuming an oriented approach, having local experiences will be onboard more and more.

On the other hand, conventional and as well as the new media contributed to the traveler’s decision making on destinations.  Thanks to the game of thrones, Croatia became one of the most visited places in the world in 2019. Besides the famous TV shows, well preserved unique history to be considered as the charming side too. Yet we could not underestimate the globally known successful effects of the series. Understandably the fans are dying  to walk down the famous stairs of shame and greet the wall of the “Seventh Kingdom.” 

Obviously, travel agencies will have to consider the new generation travel behaviors in 2020.