An annual survey for UK trade show Travel Technology Europe has found 44% of travel tech experts believe ‘Big Data’ is the key to sustainable travel growth.
Big data, which allows for patterns, trends and associations relating to human behaviour to be identified and analysed, was highlighted alongside several other technologies experts claim will boost sustainable travel.
The importance of ‘big data’ was highlighted by travel professionals who said they want more feedback into client behaviour in order to solve industry problems.
Rob Golledge, head of communications at Amadeus IT and advisor to TTE, said: “Consider over-tourism for example, there are data analytics tools that show which destinations are up and coming and which have spare capacity to grow.”
“Helping travellers understand that there’s a whole world beyond the destinations that have been linked to over-tourism, such as Amsterdam, Barcelona or Dubrovnik, is just a start.”
A further 47% of survey respondents said clients are increasingly asking for more eco-friendly options, showcasing the growing relevance of environmental concerns throughout the tourism industry.
The survey also identified ‘sustainable travel’ and ‘climate change’ as two of the largest challengers currently facing the travel sector by 45% and 44% of respondents respectively.
Other possible sources of growth in sustainable travel included ‘geo-location technology’ (36%); which can be used to boost local economies and build more sustainable communities by identifying nearby attractions, food and transport options; ‘carbon calculators’ (30%), which can help travellers and travel companies track their carbon footprint and ways in which to decrease this; and ‘electric/hybrid technology’ (51%),.
David Chapple, managing director at Northstar Travel Group UK, which runs TTE, said: “With sustainability heading straight to the top of the priority list amongst both consumers and suppliers, the industry has a duty to respond accordingly.”
“The sophistication of today’s travel booking technology, with its increased analytical capabilities, enable travel providers to not only provide optimal choice and customer service to their customers, but to use the associated data to develop more sustainable solutions for visitors and destinations alike.”
16% of survey participants also believe that virtual reality will be impactful on sustainable tourism opportunities.
Mike Adam, executive chairman at Amigo Technology and guest speaker at TTE adds: “Travel providers need to experiment with alternative product and service options that test how much of a premium consumers are willing to pay for sustainable travel.”
Travel Technology Europe, taking place at Olympia London during 26 th & 27 th February 2020 will welcome over 90 leading solutions suppliers covering all aspects of travel technology, from booking and CRM systems, to digital marketing software and payments solutions.
Free registration to attend TTE on February 26 and 27 at Olympia in London is available here: