Here's how you can effectively convey the value of innovation in travel and tourism to stakeholders.

The travel industry is significantly slower in digital transformation compared to other domains. Most operations are conducted on a human resource basis, leading to increased fixed costs due to rising wages. To address this, attention must be given to system investments and automation. Although there are initial setup costs, which may make large expenditures unappealing, ultimately, the reduction in fixed costs can improve profitability.

I found in my projects that stakeholders in travel and tourism come from various backgrounds, so tailoring your message to their specific interests is key. To effectively convey the value of innovation we have to frame it around benefits: Investor needs to highlight how innovation can increase market share, attract new customer segments, and improve profitability. Government needs to focus on how innovation can boost tourism revenue, create jobs, and enhance a destination's reputation. Travel businesses need to emphasize how innovation can streamline operations, improve customer experience, and personalize offerings. Present examples of successful travel apps or AI-powered booking systems.

> Show how innovation creates unique and unforgettable trips for travelers. This could be virtual reality tours, personalized itineraries, or sustainable travel options. > Emphasize how innovation streamlines operations, reduces costs, and improves profitability. > Talk about digital booking systems, automation tools, and data-driven marketing. > Focus on how innovation helps cater to changing traveler demands and market trends. This could be eco-conscious practices, accessible travel solutions, or leveraging technology for seamless travel experiences.

As a system provider, when communicating with clients, we often find ourselves using different terms for the same concept. For example, in a traditional environment, a booking file is called a PNR(Passenger Name Record), but in the next-generation protocol, it is referred to as an OrderID. This kind of situation is frequently encountered, and it is essential to communicate using the stakeholders' terminology to ensure clarity. Instead of flaunting my IT knowledge because the client may lack IT expertise, the focus should be on identifying their discomforts and offering solutions.

To truly connect and build trust, it's essential to understand Your Stakeholders. Identify key stakeholders. What are their goals, concerns, and expectations? How familiar are they with the project or industry? Do they prefer email, phone calls, or face-to-face meetings? Then, for speaking in their language: Use clear and concise language: Avoid jargon and technical terms that may confuse stakeholders. Adapt your communication style to suit each stakeholder's needs and preferences. Pay attention to their feedback and questions. Foster trust and rapport through open and honest communication. Use graphs, charts, and images to simplify complex information.

In the airline ticket purchasing journey, the next-generation protocol NDC was developed to improve the shortcomings of traditional GDS. While there are cases that focus on the functional advantages of NDC, it is essential to explain the benefits that travel agencies and customers can experience as a result. Workflow automation can provide operational efficiency to travel agencies, and the variety of ancillary products can expand user purchasing options.

Transmitir el valor de la innovación en viajes y turismo requiere demostrar claramente sus beneficios. Según Clayton Christensen, experto en innovación disruptiva, las innovaciones deben resolver problemas y satisfacer necesidades del mercado. En este contexto, es crucial destacar cómo las nuevas tecnologías mejoran la experiencia del viajero, optimizan operaciones y aumentan la eficiencia. Por ejemplo, la implementación de inteligencia artificial y big data puede personalizar servicios y prever tendencias, lo que conduce a una mayor satisfacción del cliente y a un aumento en la lealtad. Mostrar estos beneficios concretos y medibles ayuda a justificar las inversiones en innovación.

Utilizar historias de éxito es una estrategia poderosa para comunicar el valor de la innovación. Como enfatiza Robert McKee, experto en storytelling, las historias bien contadas capturan la atención y generan conexión emocional. En el sector de viajes y turismo, compartir casos de éxito donde la implementación de nuevas tecnologías ha resultado en mejoras significativas puede inspirar confianza y motivar a la adopción. Por ejemplo, una aerolínea que ha mejorado su puntualidad y servicio al cliente mediante la inteligencia artificial puede servir como un ejemplo inspirador, mostrando el impacto positivo de la innovación en términos tangibles.

In my story, after many workshops and webinars around digital tourism and etourism, I understand target audiences get involved and put their foot in these shoes when hearing the compelling stories in Travel & Tourism Innovation. Stories about Reviving a Destination with a Travel App, Boosting Cultural Tourism with VR and Personalize Experiences with AI. These stories have 4 sections: 1. Start with a place, focus or target 2. Describing the challenge 3. Solution with the innovation 4. Now, tell them about what exactly is the outcome, result or impact of the innovation.

My experience shows that these activities get tourism stockholders involved with innovations: Conduct Workshops & Training Sessions to educate travel businesses about emerging technologies and trends. Innovation Challenges & Hackathons: Organize events like startup weekends or hackathons for travel businesses. These events encourage firms to develop solutions for specific industry pain points or explore emerging trends. Early Access Programs: Offer incentives like early access discounts, marketing support, or recognition programs to encourage travel businesses to participate. Don’t forget to Focus on Practical Applications; Focus on how innovation can solve real problems and improve business outcomes for travel companies.

Involucrar a las partes interesadas desde el principio es esencial para transmitir eficazmente el valor de la innovación. Peter Drucker, considerado el padre del management moderno, sugiere que la participación temprana de los stakeholders fomenta un sentido de propiedad y compromiso. En el contexto del turismo, esto significa involucrar a empleados, socios y clientes en el proceso de innovación, desde la conceptualización hasta la implementación. Recoger sus ideas y feedback no solo mejora las soluciones desarrolladas, sino que también asegura una adopción más fluida y un apoyo más robusto, demostrando el valor de la innovación a través de la colaboración y la inclusión.

Discuss how the industry has evolved from traditional travel agents to online booking platforms. Mention emerging trends like sustainable tourism, virtual reality experiences, and autonomous travel. Present how innovations have addressed challenges like pandemics, natural disasters, or economic downturns. Discuss how innovations can create highly personalized travel experiences. Dynamic pricing adapts to demand fluctuations. Showcase how innovations can help businesses bounce back from setbacks. Highlight how technology can be used to predict and prepare for challenges. Explain how innovations are constantly refined based on data. Discuss the importance of adaptability and responsiveness in the innovation process.

Examples of Adaptive Innovations AI-powered travel assistants that adapted to different languages, cultures, and accessibility needs. Sustainable tourism initiatives which adjusted based on local environmental conditions and community preferences. Virtual and augmented reality experiences that are customized for different target audiences and technological capabilities. By effectively communicating the adaptability of travel and tourism innovations, you can position them as essential tools for businesses to navigate an uncertain future.