Embracing Automation Through Customised Technology
Digital Tourism Think Tank
Leading destinations around the world on Digital Transformation & the impact of the 'always-on' visitor of today.
In episode 11 of our "Tour Tech: Your 5 Weekly Takeaways to Tourism Success" podcast series, part of the EU-funded Tourbit project, we learn that off-the-shelf solutions don't always meet business needs and how companies can develop innovative solutions themselves. This article explores the strategic partnership between Camping Hamrar and Reisa, a tailor-made campsite management system, to automate processes and help move away from a pen-and-paper approach to a fully automated management solution.
In the heart of Iceland's rugged landscape,?Camping Hamrar has emerged as a digital pioneer,?demonstrating how technology can revolutionise the tourism industry in rural locations.?ásgeir Hreidarsson, Manager at Camping Hamrar,?and Brynjar Ingimarsson, Software Developer at Reisa,?have forged a successful partnership,?leveraging technology to address operational challenges and enhance the guest experience.?This analysis?delves into the strategic choices,?key learnings?and wider implications of their digital transformation journey,?offering valuable insights for the tourism industry.
The Strategic Imperative of Tailor-Made Solutions
A key theme emerging from the Tour Tech series,?and echoed in Camping Hamrar's story,?is the growing importance of bespoke technology solutions.?Off-the-shelf software,?while convenient,?often fails to address the unique complexities of individual businesses.?Camping Hamrar's decision to support the development of Reisa?reflects a strategic shift towards agile,?customisable technology that aligns with the specific needs and goals of the business.
This approach resonates with wider industry trends,?where businesses are increasingly recognising the value of investing in technology that can be adapted and scaled as their needs evolve.?Campgrounds?face a unique set of challenges specific to their sector.?Seasonal fluctuations in demand,?the need to manage bookings and payments efficiently?and the constant pressure to enhance the guest experience all contribute to a complex operational environment. Furthermore,?traditional campground management systems often rely on manual processes,?leading to inefficiencies,?errors?and missed opportunities for growth.
Recognising the limitations of generic software,?Camping Hamrar chose a different path.?ásgeir and Brynjar's decision to create Reisa, while not the most obvious choice,?has proven to be a clear strategic advantage. In an industry often hesitant to embrace custom-built solutions due to perceived costs and complexities,?Camping Hamrar's success with Reisa challenges conventional wisdom.?The bespoke nature of the platform has allowed for seamless integration with existing systems,?ensuring a smooth transition and minimising disruptions to operations.
Moreover,?the modular architecture of Reisa enables continuous improvement and adaptation,?allowing the campsite to stay ahead of the curve in a rapidly evolving digital landscape and seamlessly integrate new features and functionalities. This ensures the platform remains relevant and responsive to changing market demands. Building on Camping Hamrar's existing database, the solution started as an online booking portal?connected to a point-of-sale system, with 80% of bookings during the winter now coming through this tool, meaning employees don't have to remain on-site during the slow season with few guests. Additional solutions such as automating the vehicle barrier?gate based on license plate recognition supplement the tool, enabling strong digital front-end for the visitor and back-end optimisation to enhance management.
The Human Element of Digital Transformation
The transition to a digital platform was not without its challenges.?As ásgeir candidly shared,?"It's hard to teach an old dog how to sit...?but people very soon see how much it saves in time and takes out the human error". This sentiment underscores the importance of change management and staff training in any digital transformation initiative.
Equipping staff with the necessary skills and knowledge to utilise new tools effectively is crucial for maximising the return on investment in digital solutions.?Camping Hamrar's success in overcoming initial resistance and empowering their staff to embrace Reisa exemplifies the importance of investing in human capital alongside technological infrastructure.
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Data-Driven Insights
Data analytics is increasingly viewed as a critical tool for understanding customer behaviour and driving personalised experiences. Reisa's ability to collect and analyse guest data provides Camping Hamrar with a significant competitive advantage.?By understanding booking patterns, preferences and spending habits,?the campsite can make data-driven decisions that optimise pricing,?resource allocation?and marketing strategies.?
Furthermore,?ásgeir discusses how Camping Hamrar sees the potential in continuously exploring emerging technologies, such as Generative AI. This showcases the business's commitment to staying ahead of the curve.?Such innovations not only enhance customer service but also align with the wider industry trend towards automation and self-service,?freeing up staff to focus on higher-value tasks. ásgeir and Brynjar emphasise the importance of taking the time to test and prototype new solutions to ensure that processes can be made more efficient. Investment should be focused on one functionality at a time to ensure that it is fully functional before moving on to automate other operational areas.
Collaboration as the Catalyst for Innovation
The successful partnership between ásgeir and Brynjar underscores the importance of collaboration in driving innovation. This echoes a key theme in the Tour Tech series,?where successful digital transformation projects often involve a close partnership between business leaders and technology experts.
This collaborative approach ensures that technology solutions are not only technically sound but also strategically aligned with business goals.?It also fosters a culture of continuous improvement,?where feedback from both staff and guests is used to refine and enhance the digital experience.
Key Takeaways
Digitising operations can have a fundamental impact on improving business performance, maximising efficiency through fewer manual data entry processes and improving accuracy. The story of Camping Hamrar serves as a compelling testament to the transformative power of technology when combined with visionary leadership and a commitment to continuous improvement.
Off-the-shelf solutions should not be seen as the only option for businesses. The specific and unique challenges faced by a business sometimes requires custom solutions to help them achieve their objectives. Such developments should be done gradually, focusing on one business function at a time. This enables time for extensive testing and prototyping and also training staff to effectively use the new system.
Here are the five key takeaways:
The podcast is part of the Tourbit project, co-funded by the EU's COSME programme, with the support of the Catalan Tourist Board, Barcelona Chamber of Commerce, Paris&Co, Arctur Doo, Hub Brussels, Iceland Tourism Cluster, Lapland University of Applied Sciences and NEST - Tourism Innovation Center.