Connected tourism: professionals only have a partial view of the opportunities
A quarter of the audience of e-tourism sites comes from mobile (6 points more than in 2015), according to the latest Observatory of e-tourism decision makers KPMG and Next Content published last May. Professionals in the sector interviewed as part of the study, private players (such as Club Méditerranée or VVF Villages) as well as institutions, believe that this figure will double by 2020, and that mobile will then be their first point of contact with their audience.
And yet in terms of revenue generation, mobile currently only accounts for 14% of sales made online (for private operators). Professionals in the sector expect to see this figure climb to 33% by 2020. What strategy do they plan to put in place to increase their conversion rates on mobile?
Only 15% of respondents interested in a mobile payment solution
Asked about the issue of improving their conversion rates on mobile, more than half of tourism professionals say they are betting on optimizing the ergonomics of their sales processes to improve their conversion rates on mobile. A little over a third (39%) want to develop a responsive site, and 29% say they are betting on the development of a mobile application dedicated to their services.
It should be noted that only 15% of respondents wish to want to set up mobile payment solutions (38% if we consider sites with an audience greater than 500,000 visits per month).
Enriching the traveler experience thanks to the mobile
The compatibility of mobile tourism sites is a priority area of work in terms of conversion, but only the smallest players are today concerned by this issue. 68% of professionals surveyed believe that their site is already optimized for mobile; this figure even exceeds 90% for sites that have an audience of over 500,000 visits per month.
When it comes to mobile, e-tourism professionals are focusing more on their content strategy, seeking above all to enrich the experience of their customers through additional services, or even through augmented reality. They are also looking to set up warning and notification systems before and during the trip. Finally, they are looking to develop e-commerce functionality, as shown in the graph below.
Beyond mobile, the study reveals that one in five decision-makers in the sector say that CRM and data are their priorities for 2016.
** Methodology: Online survey conducted among 212 French e-tourism decision-makers during the month of March 2016. Decision-makers who were not sufficiently involved in their company’s digital strategy were removed from the respondent base. 148 respondents are thus decision-makers in the private sector (agencies, tour operators, accommodation, etc.) and 64 decision-makers in institutional or public tourism (tourist offices, cultural institutions, etc.). 20% of private sector respondents claim more than 500,000 monthly visits to their site. Among the respondents, we find companies such as Club Méditerranée, Départ Demain, Groupe Vacances Bleues, UCPA and VVF Villages.
REVIEW the report Frenchweb, Why France has a card to play in connected tourism (July 2015):