New Technologies in Tourism: Everything Can Be Digital, You Just Have to Bathe and Eat Yourself

According to predictions from the World Tourism Network for 2024, among the biggest dangers for tourism this year could be cyberattacks. Although they have been rare in tourism so far, they are expected to haunt the tourism sector in 2024. The World Tourism Network links this to the fact that many areas of tourism have introduced cashless payment options, which is fertile ground for all cybercriminals. Of course, cyberattacks on large corporations such as hotel chains and airlines are becoming increasingly common.

That is why investment in digitalization is urgently needed, as tourists and visitors prefer to carry out all stages of their journey, from booking accommodation, finding entertainment content, to payment digitally, through online platforms, and tourism companies need to enable this while ensuring data protection. In addition, investing in systems such as CRM, online platforms, and now also in artificial intelligence is becoming imperative for progress in this industry, and, simply put, those who offer users even better digital experiences will have the advantage.

Online Reception

The hotel giant Valamar has been investing significant funds in digitalization, new technologies, and innovations for years – from one to two percent of total revenue. – The largest part of the investments in digitalization relates to the continuous construction and improvement of sales and marketing systems through direct online channels, in which Valamar was a pioneer in Croatian tourism fifteen years ago – they told us from the company, emphasizing that more than 60 percent of Valamar’s total sales revenue today comes from direct sales, which is achieved through bookings on their own websites or through the reservation center.

Furthermore, digital investments are also directed towards various other projects and tools, such as loyalty programs, guest relations, and databases, chatbots, as well as the automation of the call center. They also note that investments are being made in the My Valamar app, a platform for education and employment, as well as a number of other tools.

– A successful example is also the online reception in Valamar’s hotels and camps, which allows for digital check-in and check-out and represents a higher quality of service – they say from the company, which can boast innovations in the food and beverage service segment as it has developed a central kitchen in Vinež, an innovative and technologically advanced facility that supplies about twenty hotels and nine camps with their respective catering facilities, and can prepare up to 25 thousand meals a day while adhering to high standards of health safety.

– The central kitchen is also the backbone of Valfresco Direct, an online store with delivery that offers products from family farms and numerous producers from various parts of Croatia, as well as ready-made and semi-finished meals available to Valamar guests and every resident of Istria and Kvarner – they conclude from the largest domestic tourism chain.

Smart Solutions for Hotels

Looking at the previously mentioned programs, databases, applications, and platforms, the question arises as to who provides such services to domestic hotels and how developed an IT department companies need to have today to compete as technologically skilled and modern. The answer to that question was provided by Zrinka Brekalo, a consultant for smart solutions for hospitality at A1 Croatia.

– Guest and employee satisfaction is the key to success for the management of tourism companies, and that should be the guiding principle when choosing technological and digital solutions that will improve operations while making guests’ stays unforgettable. In this pursuit, domestic tourism companies are investing in new and green technologies. On one hand, they face the challenge of data protection, and on the other, the challenge of meeting guest needs. In between, there is much to choose from in the market, negotiate, and ensure that all solutions work with each other. To make this job as easy as possible for them, A1 Croatia has a complete spectrum of solutions, from cybersecurity and ICT solutions to hospitality solutions for the functioning of a modern hotel in the digital age – explains Brekalo, noting that they take on the role of advisor and supplier that ensures a full range of solutions and their mutual compatibility, but also emphasizes that the quality of accommodation is viewed through the prism of quality and universally available WiFi networks, as well as IPTV systems and TV content, and the ease of communication with the reception using the IPTV system.

– Smart rooms are also important, which ‘sense’ the presence of a guest and which the guest controls with a mobile app or tablet, and the availability of smart parking and electric vehicle charging stations is also considered. No less important for market placement is how green you are, and the application of ICT and smart solutions can significantly contribute to that – concludes Brekalo.

The Role of Cities

Thus, it could be said that hotels are attractive as much as they are smart, and the flourishing of smart tourism goes hand in hand with the development of smart cities, or smart tourist destinations. The goal of these cities is to improve the quality of life for their residents and to become sustainable places to live and stay, so it is not surprising that tourism follows these initiatives with a richer and more environmentally friendly offer. Many of our cities have already deeply stepped into such projects because without them there is no digital transition in tourism.

One of the most visited Croatian cities has always been Dubrovnik, and for years it has struggled with overtourism, which needed to be stopped. This was achieved precisely thanks to digitalization, as they have introduced, among other things, an app where they can see how crowded a certain place in the city is expected to be at a certain time, and they have also designed the DU Pass, which combines entry to the Dubrovnik Walls, all cultural institutions, and public transport to disperse tourists to other attractions besides the Walls. This app generated a revenue of fifteen million euros last year.

How AI Can Impact Tourism:

Recommendations and Personalization – AI provides users with alternatives that best suit them, with personalized suggestions and information that are available to companies and can build precise profiles and tailor experiences to each visitor.

Chatbots – provide clients with quality information, and company employees no longer have to answer routine questions but can focus on improving service quality.

Forecasting – AI can use historical and contextual data to create future estimates for better decision-making. For example, it can understand tourist demand for each season and location and develop marketing strategies and suggestions for improving services.

Translation – an important feature for foreign tourists, but also for company employees, as contact with different cultures and languages is one of the biggest barriers when choosing a destination. Machine translation facilitates users’ navigation to each destination, allowing them to explore and participate in various activities.