“Always on” consumer sets terms

Tourism has embraced the digital age with great gusto and the changeover has been so immense that the traditional visitor cycle no longer exists, the founder of the Digital Tourism Think Tank, Nick Hall, told the Let’s Talk Tourism forum in Kerry at the weekend.

He said the “always on” consumer now sets the terms for what they want and where they want to go and technology is now driving the tourism experience.

”Mobile and social has changed everything. Wifi needs to be everywhere and it needs to be free but is also needs to be fast because that’s what the public experts,” he said.

Mr Hall said Google research shows that there are up to 420 “touch points” before a consumer makes a decision on where to go or what to do.