Itekhnoloji yeDijithali isebenze kumzi mveliso ngempumelelo ngakumbi kunokhetho lwemveli ngexesha lobhubhani we-Covid-19, ityhila uphando olukhutshwe namhlanje (ngoMvulo we-1 kaNovemba) yi-WTM yaseLondon kunye ne-Travel Forward.
Phantse ama-700 amagosa aphezulu aphuma kwihlabathi jikelele athatha inxaxheba kwiNgxelo yoShishino lwe-WTM kwaye bacelwa ukuba bahlele ukusebenza kakuhle koluhlu lwetekhnoloji kunye nemijelo. Phantse isiqingatha sesampulu (47%) sathi amajelo okuthengisa edijithali afana nokwenza ngcono i-injini yokukhangela, ukukhangela okuhlawulelwayo kunye nokuthengisa nge-imeyile bezisebenza kakhulu ngexesha lo bhubhani, nge-30% eyongezelelekileyo eyichaza njengesebenzayo. Yi-6% kuphela echaze ukuba ayisebenzi.
Ngokuchaseneyo, ngama-25% kuphela abalawuli abathi ii-arhente zokuhamba ezitalatweni eziphezulu zisebenze kakhulu ekuxhaseni ishishini labo ngexesha lobunzima, ngaphezulu kancinci (31%) besithi ziyasebenza kakhulu. Igcuntswana elikhulu (16%) lithe ii-arhente zasezitalatweni eziphezulu azisebenzi.
Ngokubanzi, amajelo asebenza ngokuthe ngqo kubathengi asebenze kakhulu ngexesha lobhubhane. Iziza zewebhu zebhrendi, ii-apps kunye namaziko oqhagamshelwano achazwe njengenyani okanye asebenza kakhulu ngaphezulu kwe-70% yesampulu, kunye nenani elizikhuphayo njengelingasebenziyo likwipesenti yedijithi enye.
Ngokwahlukileyo, amajelo eendaba emveli afana noshicilelo, iTV kunye ne-imeyile ethe ngqo bezisebenza okanye zisebenza kakhulu ngaphantsi kwe-50%, kodwa ipesenti ephezulu kakhulu - i-17% - iwachithile la majelo njengengasebenzi.
Kwenye indawo, abaphathi babuzwa ngokuthe ngqo malunga neendlela ezimbini zetekhnoloji zangaphambi kweCovid. Ilifu lalisebenza ngaphezu kwesiqingatha sesampuli (52%), nangona abathengisi befu kunye nabaphathi be-akhawunti baya kuba nomdla wokufumanisa ukuba kutheni i-one-in-teen icinga ukuba ifu ayisebenzi. Ngokufanayo, i-APIs - isofthiwe evumela ukuba iinkqubo ezimbini zidibanise omnye nomnye - zazisebenza ngaphezu kwesiqingatha sesampuli kodwa zingasebenzi kwi-8%.
Nangona kunjalo, elona nqanaba liqhuba kakubi yayiziibhanki zokulala kunye nabaqokeleli, nabangaphantsi kwesiqingatha (48%) besithi la mashishini ayenenkxaso ngexesha lobhubhane, elona nqanaba lokwamkelwa liphantsi kwalo naluphi na kuluhlu. Kwakhona, iqaqobana elibalulekileyo - i-13% - libahoye njengabangasebenziyo.
Ngokwahlukileyo, eyona meko ibalaseleyo yokusetyenziswa kwetekhnoloji yayilunxibelelwano, kunye nabasebenzi kunye nabathengi. Ngaphezulu kwe-80% yesampulu yathi ezi zixhobo zisebenza ngokufanelekileyo ukusetyenziswa kwangaphakathi, kunye ne-4% kuphela ethi ezi zixhobo zawa mfutshane. Ukusebenzisa itekhnoloji ukuthetha nabathengi bangaphandle kusebenze ngokufanelekileyo phantse kwabathathu kwabane (74%), kunye ne-6% kuphela enganelisiyo.
USimon Press, uMlawuli weMiboniso, i-WTM yaseLondon kunye ne-Travel Forward, wathi; “Oku kukubona okubangel’ umdla kwindlela itekhnoloji esebenzayo ngayo- ngowona mbono ubanzi-yayikubude bobhubhane. Ibonisa ukuba i-tech landscape isahlulwe ngobuchwephesha obuthile kunye/okanye amajelo angekakulungeli injongo kwaye ayasilela koko kufunekayo, ngelixa ezinye zibonakala zivela ngokuvunywa jikelele.
"I-WTM yaseLondon kunye nodade ogxile kubuchwephesha babonisa iTravel Forward bakhona ukunceda iinkampani zokuhamba ukuba zijonge ukuba loluphi uhlobo lwetekhnoloji eziludingayo kunye nokuba zisebenzisana nabani ukuze bakhe uhambo kwakhona."
INTO ONOKUYITHATHA KWELI NQAKU:
- Brand web sites, apps and contact centers were described as quite or very effective by more than 70% of the sample, with the number dismissing them as ineffective was in the single digit percentages.
- Nearly half the sample (47%) said that digital marketing channels such as search engine optimization, paid search and email marketing were very effective during the pandemic, with a further 30% describing them as quite effective.
- Nearly 700 senior execs from around the globe took part in the WTM Industry Report and were asked to rank the efficacy of a range of technologies and channels.
