Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality
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Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality

Nuno Gustavo (Estoril Higher Institute for Tourism and Hotel Studies, Portugal), João Pronto (Estoril Higher Institute for Tourism and Hotel Studies, Portugal), Luísa Carvalho (Polytechnic Institute of Setúbal, Portugal) and Miguel Belo (Lisbon University & Portuguese National Funding Agency for Science, Research and Technology, Portugal)
Pages: 300|DOI: 10.4018/978-1-7998-8306-7
ISBN13: 9781799883067|ISBN10: 179988306X|EISBN13: 9781799883081|ISBN13 Softcover: 9781799883074
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Description

In the light of a deeply changing and challenging context, the tourism and hospitality sector is seeing continued investments in digital solutions, including artificial intelligence and real-time technology, to address the meaningful shifts in customer behavior and market competition. In fact, basic personalization concepts and processes are no longer enough. It should now be considered hyper-personalization, such is the level required by the increasingly demanding tourism and hospitality consumers. Hyper-personalization requires a deeper and on time knowledge of customers’ individual preferences and circumstances to provide more relatable and relevant content at the right time, thereby enhancing the tourist experience by anticipating, rather than reacting, to their needs. Hyper-personalization involves reinventing business models and processes, providing customers new concepts of products or services, and transforming them into new tourist experiences. Today’s consumers are looking for a travel and hospitality experience that is simultaneously immersive, engaging, inspiring and in some way transformational. A great personal travel experience is one of the most important factors that determine the success of a brand. For destination managers, hospitality managers and travel operators, this means that they must achieve true personalization. On the other hand, as hyper-personalization has yet to be in perfected, developing hyper-personalized strategies presents a critical challenge. Therefore, optimizing hyper-personalization takes a center stage in tourism and hospitality, designing new processes and business models, to reach new levels of customer service and experience, through the introduction and development of new solutions supported in IoT, software Interfaces, artificial intelligence solutions, back-end and front-end management tools, and others emergent business intelligence strategies.

This book is an essential reference source that emphasizes the importance of hyper-personalization models, processes, strategies and issues within tourism and hospitality fields with a particular focus on digital IT solutions. More than a simple starting point for a critical reflection on the state of the art of this sector, this book contributes in an objective way for leveraging digital solutions to optimize the concept of hyper personalization in the tourist experience.

The content of this book covers research topics that include digital tourism and hospitality, consumer behavior, customer journey and smart technologies, being ideally designed for business professionals, executives, hotel managers, event coordinators, restaurateurs, travel agents, tour directors, policymakers, government officials, industry professionals, researchers, students, and academicians in the field of tourism and hospitality management, as well as marketing and communications.

Table of Contents and List of Contributors

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