Travel and tourism would not typically be the first industry thought of as leading technology, digital marketing, and data security innovation. But in fact, technology has, and is, massively reshaping our industry. And it is not just the big end of town. Tourism SMEs today have available an array of tools to automate and streamline operations, enhance customer experiences and project their marketing footprint like never before.
I think that’s why one of the most asked questions we get from TXA suppliers and Distributors is how to embrace innovation while safeguarding sensitive financial and customer data.
These days travellers rightfully expect personalised, tech and data driven experiences, and at the same time they also demand the assurance that their booking transactions personal information is secure. Striking a balance is no easy feat, but it’s essential for tourism SMEs if you want to thrive in a digitally evolving market.
To join the dots, existing and emerging innovations in technology are providing SMEs with tools to enhance customer experiences and streamline operations. In my view, the three big advances are in booking and distribution, virtual and augmented reality and AI.
Booking and distribution platforms, like TXA, and Apps enable seamless and automated marketing, communications, inventory, bookings, and for consumers, itinerary management. Instant booking and payment, live translation, live customer support, and real-time inventory and pricing updates enhance the experience for travellers. To learn more about how TXA works to drive more online bookings for your business, have a read of the linked blog article.
Virtual and augmented reality (VR/AR) lets customers preview tourism product options early in the search phase, thereby assessing the experience offered, explore landmarks virtually, or experience immersive cultural activities before booking. This technology not only builds trust but also fosters excitement, boosting bookings.
The biggest recent technological leap has been Artificial Intelligence. AI-powered tools enable suppliers improve the motivational descriptive and marketing content they create. And from a consumer perspective, faster and more detailed analysis of customer behaviour and preferences, and past bookings, to offer tailored personalised recommendations. From suggesting bespoke travel itineraries to predicting ideal destinations, AI can help SMEs deliver hyper-personalized experiences that rival larger competitors.
While these innovations bring opportunities to revolutionise operating a small tourism business and the customer’s experience, they also introduce challenging complexities, like managing cybersecurity risks.
As tourism businesses move to adopt digital solutions, they become custodians of a treasure trove of sensitive data: personal details, payment and financial information, and personal preferences. We have all seen from other industry categories, that cyberattacks, and data breaches pose existential risks, both financially and reputationally. A breach of privacy can result in erosion of trust which can deter potential customers and lead to regulatory action and penalties by the ACCC or laws like GDPR or the Privacy Act.
The most common security challenges for SMEs are phishing attacks where fraudulent emails target customer payment or booking information to capture details or re-direct payment to the accounts of fraudsters.
Also, using weak passwords, or not regularly changing passwords or using outdated or poorly secured booking systems can expose customer data. Equally, employees with malicious intent or poor cybersecurity practice can compromise SME’s systems and data.
As a tourism SME you need to balance the desire for innovation with security. To achieve this, you need to be proactive and adopt a multi-layered approach.
Don’t leave security as an afterthought. When assessing and adopting new technologies, pay attention to their security features and compliance with data protection regulations. Our TXA platform prioritises robust security protocols.
Today, automated instant credit card payments are integral to tourism. SMEs should ensure online transactions go through a secure and PCI DSS-compliant payment gateway. At TXA, we have an ongoing annual PCI DSS assessment process to minimise risk of credit card fraud. Presenting this information in TXA’s booking pages engenders customer comfort and confidence. Read more about how to mitigate the risk of fraudulent bookings and payments here.
Cybercriminals exploit vulnerabilities in outdated software. TXA is continuously developing and publishing routine update releases to our platform. To minimise risks, check any systems, software, Apps, and IoT devices you use to ensure you’re up to date.
Employees are often the first line of defence against cyberattack. Provide training on how to identify phishing emails, securing devices, and following best practices for handling customer data.
If you’re not already using them, there are affordable cybersecurity solutions like firewalls, intrusion detection systems, and antivirus software. They are a small investment relative to the costs of a security breach.
But, despite best efforts, breaches can happen. If it does, you’ll be well served by having a clear incident response plan so you can react swiftly to minimise damage. It doesn’t have to be voluminous, just outline steps for identifying and containing the breach, notifying affected parties, and recovering securely.
I hope I haven’t freaked you out with the challenges of technology and the security risks all SMEs in tourism are facing.
Embracing technology doesn’t have to compromise security. Remember, a secure traveller is a happy traveller, and trust is the ultimate currency.
