COMPET EDGE
ATM TRAVEL TECH
Taking place along Travel Tech will ex innovations and sp travel and hospital
Lee Hayhurst
TECHNOLOGY PLAYED A CRUCIAL ROLE IN HELPING BUSINESSES TO SURVIVE THE WORST OF THE PANDEMIC AND TO STILL BE HERE TO ENJOY THE REBOUND In the age of “everything contactless”, there are hardly any interactions that can occur seamlessly without the use of technology. Whether it’s ordering groceries or paying bills, there are multiple digital touchpoints that facilitate an individual’s everyday interactions with businesses. As human reliance on technology grows rapidly, consumers expect seamless connectivity from every single business they deal with, setting the standards high for every brand, whether they are fundamentally a tech company or not. And the travel and tourism industry isn’t exempt. From shortlisting destinations and booking flights and hotels to making
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ATM PREVIEW 2022
reservations while on a holiday, the entire travel experience – from the planning stage until completion and reviewing after return – is reliant on the use of technology. Walter Knight, Director of Hospitality, Farnek Services LLC, said: “Travellers today are looking for hassle-free experiences that make use of technology as a means to accommodate their needs. Many travellers have become far more mindful since the pandemic and often look to avoid close or direct contact with others. The younger generation prefers to work through devices, such as apps to communicate, rather than call and speak directly to others. “The demands of the new traveller are higher as we live in a world where
everything is accessible now. The demand for instant gratification is always challenging, however, this is also forcing the industry to become more creative and responsive in the way we run our businesses. “We have to use technology to our advantage to increase the efficiency of our services and, at the same time, keep our costs in check. The new wave of tech-savvy customers is forcing the industry to evolve.” In the last decade, a growing number of brands took note of the importance of integrating technology into their operations, substituting traditional methods with modern ones. And then, the pandemic also accelerated the
