How Digital Transformation gives Tourism Businesses an Edge

How Digital Transformation is changing the Face of Tourism in Uganda

Digital or online management in this era of electronic-marketing is inevitable for a successful and sustainable tourism venture. As a result, many businesses invest sums of money to have an effective social media presence, user-friendly and high ranked website, and explore opportunities of other online marketing tools. Since 75 percent of internet users never scroll past the first page of search results basing on Google statistics, the quickest way to get on the first page of Google for a particular keyword is to pay for an advertisement. “Once one signs up with Google, one selects keywords he/she would like to target, then bid on how much they would like to pay every time the ad is clicked on. The higher you bid per click, the higher your ad will appear on top of the page.

The Impact of Internet Marketing
Internet or online marketing has had far reaching implications on hospitality and tourism industry. Transportation and hoteliers were among the first ones to utilize internet marketing techniques in their practice to engage customers. Today, destination authorities, tourism organizations, tour and travel operators have jumped on the bandwagon to enhance destination reputation, consumer opinion, transact business and spread information according to the Association of Uganda Tour Operators (AUTO)

Through internet marketing, tourism businesses and clients have significantly reduced communication and transactions costs, such as time and money through use of internet as a powerful marketing tool, online advertising, social media and websites, hence offering clients an opportunity to book for their holidays online, in the shortest period.

The Internet helps to Reduces Transactions costs
The internet has helped reduce costs through use of management software like hotel management system called Micros Fidelio for room reservations, revenue management and client relationship management which help clients who rely on the internet to search for vacation destinations, compare prices through the different OTAs, make purchases using their cards, and share feedback during or after their holiday.

The clients also share feedback and post stories of their memorable stay at their lodges, a thing that enhances customer interaction and increases referrals. Hence the internet has improved on the processes of engagement with customers, suppliers and other stakeholders since it makes
communication seamless.

The Internet has helped to build Rich Content for the Online Businesses
Since large amounts of information is produced online, key-words rich in content are necessary to attract attention and establish expertise as business. Besides websites, social media is one of the most powerful online networking tools in the tourism business. It includes social networking sites, blogs, consumer review sites and wikis among others. Tourism businesses and tourists connect socially, by integrating information and communication technology.

Web Optimization
The other way in which businesses have grown their online businesses is through web optimization by having a website with adequate booking facilities and packages so that the clients can read through, choose and if need be order for a package they want.