Tourism has never lacked enthusiasm for technology. Over the years, the industry has embraced wave after wave of platforms, devices and systems promised as gamechangers. Some have delivered real value. Many have quietly disappeared.
Understanding the role of tourism technology is crucial for enhancing the travel experience.
At its best, technology supports the experience quietly and competently. At its worst, it becomes another layer people have to work around.
Too often, technology is introduced to impress, to signal modernity, or to satisfy an internal desire to innovate. In doing so, it risks creating distance between the guest and the experience rather than bringing them closer together.
This is particularly clear in guided and hosted experiences. A great guide, a well-told story, a shared sense of discovery. These are human moments. Technology should support them quietly, not compete with them.
Tourism has never lacked enthusiasm for technology. Over the years, the industry has embraced wave after wave of platforms, devices and tourism technology systems promised as gamechangers. Some have delivered real value. Many have quietly disappeared.
At its best, technology supports the experience quietly and competently. At its worst, it becomes another layer people have to work around.
Too often, technology is introduced to impress, to signal modernity, or to satisfy an internal desire to innovate. In doing so, it risks creating distance between the guest and the experience rather than bringing them closer together.
This is particularly clear in guided and hosted experiences. A great guide, a well-told story, a shared sense of discovery. These are human moments. Technology should support them quietly, not compete with them.
