This short paper, produced by WTTC Knowledge Partner, Future Foundation, was prepared by their CEO Christophe Jouan for the 14th WTTC Global Summit in Hainan, China. The report asks important questions about the role that travel technology is having on consumer behaviour and what this means for the Travel & Tourism sector.
• Are reviews, ratings and recommendations making travellers more risk averse and does this spell the end of adventure?
• Are the health and safety and risk avoidance messages consumers receive at home being carried with them on holiday?
• Can Big Data be used to inform companies of their customers’ preferences and ultimately be used to replace some customer service costs?
This short report reaches some timely conclusions, including that big data cannot replace creativity, that consumer indifference to big data must be carefully negotiated, and that new skills are required the reach the maximum benefits of big data.