Tourism is much more than a sector. Apart from being of key importance in Spain – which remains one of the most touristic destinations in the world -, tourism is a social phenomenon. And as such, it has been strongly influenced by the social changes brought by technology.
Companies in the sector must work twice as hard, not only to transform digitally and introduce technology into their operations but also to adapt to a more independent and digital tourist looking for unique experiences and sensations. “Among the immense quantity of touristic offers, any proposal worthy of consideration has to guarantee unique experiences with a clear emotional orientation. So the profiles we look for need to go even further”, says Iñigo Pérez, Travel & Tourism Executive Director of Catenon.
Customer experience is the key.
Our client asks us for profiles to travel the world, sail the seas and climb mountains, so we can offer travellers the best possible experience for them to come out with unforgettable memories. These profiles play a crucial role in providing a unique and differentiated product.
One of those profiles is the Destination Management Organization (DMO), which traditionally only focused on marketing the destination and related activities, but has gradually gained more and more importance. Especially when “sustainable tourism”, “ecotourism” or “creative tourism” started to emerge.
Here are the 6 reasons why a DMO is a key profile in the tourism sector:
- DMOs not only aim to showcase the destination, and design activities for tourists, but also to encourage the co-creation of memorable moments and unforgettable memories for the tourist. And this co-creation touches all five senses: sight, sound, smell, taste and touch. In addition, it will be through the tourist’s active participation in an activity, designed specifically for them, that stimulates these senses and creates an unforgettable experience for the participant.
- DMOs are no longer only marketing, but also managing the resources available for each destination, having to adapt proactively to the internal and external evolution of the same and to the new preferences of the tourist. The foresight of the future and consideration of possible ways to achieve the goals are essential exercises in this role, in order to create a unique and sustainable experience over time, in a crowded and constantly changing market.
- DMOs transform cultural tourism into creative tourism. “Creativity provides a solid basis for generating appropriate development strategies, adapted to the destination and, above all, to the preferences of travellers,” adds Iñigo Pérez.
- DMOs are responsible for promoting, planning and coordinating the tourist development of destinations as a whole, taking into account a multitude of variables in relation to the destination itself and the profile of the visitor. It is a driver of change and activity for these destinations, as the activity attracts tourism and more activity.
- From beginning to end, DMOs are responsible for the customer’s experience and should be in constant contact not only with the stakeholders of the destination but also with the rest of the value chain and especially with User Experience Designers (UX/UI) in the area of websites and applications. After all, it is the first ‘window’ to the customer, who navigates searching for opinions and recommendations, or more directly, to book their trip -75% of travellers book their vacation through online channels, regardless of their digital-knowledge-.
From experiences to sensations.
Offer in tourism has passed in a short time from having an orientation to ‘experiences’ to an orientation of ‘sensations’. It is a step further, which cares about leaving the tourist with an unforgettable memory in his mind, looking beyond the typical souvenir. In addition, technology has allowed these sensations to be experienced as the user types into his home computer.
The key, “attract” the user and offer them with a complete, secure experience, in which they do not have to worry at all. And recruitment will have to adapt to search for profiles capable of meeting the expectations personally relevant to the new tourist.