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VisitEngland report highlights need for tourism to embrace technology

05 December 2013
VisitEngland report highlights need for tourism to embrace technology

Tourism businesses must customise their offers to deliver unique experiences which can be accessed by mobile platforms if they are to prosper in the next decade, a new report claims.

National tourism board VisitEngland's report Domestic Leisure Tourism Trends for the Next Decade said that increasing demand for instant communication and the public's fear of missing out meant that operators had to customise their offer for mobile and ensure that it is a dynamic experience with up to the minute rates and deals.

The report also highlighted what it called "individualocracy" - the desire for personalised products and services - which VisitEngland said would increase as guest booked later and demanded a personalised experience.

Meanwhile, it warned that tourism businesses needed to be flexible, particularly with regard to family packages. It said those products aimed at families needed to meet the needs of the 21st century family, which might include those over 80 with accessibility needs along with ageing baby boomers.

Minister for Tourism, Helen Grant said: "The tourism industry is playing a big part in our economic recovery and VisitEngland's report outlines the huge potential the domestic market has for future growth. Tourism supports millions of jobs across the country and it's important that the industry continues to be innovative in its approach, adapting to and creating trends so that the true potential can be realised."

VisitEngland's chief executive, James Berresford added: "This report outlines areas where businesses can customise their product to a changing demographic in order to secure their share of the market place. Innovation is vital for success and ongoing growth, and in many cases we're not talking seismic changes. All businesses have the ability to change and improve, sometimes it's the smallest changes that make the biggest difference."

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