Simpleview launches study on digital transformation in tourism sector

Ryan George, Chief Executive Officer at Simpleview

Simpleview, in conjunction with Karen Bolinger Consulting, conducted a global survey into the current digital landscape, finding the visitor economy is not keeping pace with other industries and is fuelled by low digital literacy within organisations and stakeholders.

The in-depth discussions, surveys and research were conducted to determine what leaders need technology to do now, and the gaps where technology can support new opportunities.

What were the findings of Simpleview’s study?

This research included consultations with C-suite technology decision-makers such as CEOs, CIOs, IT and Marketing Directors within Convention Bureaus, Destination Management Organisations, plus national, regional and state tourism organisations in over 10 countries.

Respondents said their digital tech plans included allocating increased budget to digital transformation – 55%; using digital tech to upskill staff – 54%; invest in HR – 40% and 36% said they are placing a higher value on their digital transformation over the next two years.

Six out of eight respondents said data analytics and insights reporting are their top priorities with over 57% stating they want these features in any software they purchase.

What were the executive thoughts on the study?

Ryan George, CEO of Simpleview said respondents reported challenges to procuring and updating specialised Destination Marketing and Convention Bureau software due to stakeholders’ varying knowledge of digital requirements, the level of investment required.

“We heard in the research that many C-Suite leaders needed support in educating their government stakeholders, boards and internal management on the benefits of digital transformation and the roadmap to success,” said George.

Not surprisingly, the research study by Simpleview confirmed that organisations within the Visitor Economy rely heavily on their tech stack, including customer relationship management (CRM), content management systems (CMS) and websites to connect with customers and their community stakeholders to gather valuable insights to grow their business.

Infographic with research highlights is available here: