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I International Journal of Trend in Scientific Research and Development (IJTSRD) ISSN: 2456International Journal of Trend in Scientific Research and Development (IJTSRD) ISSN: 2456nternational Journal of Trend in Scientific Research and Development (IJTSRD) ISSN: 2456-6470 | IF: 4.101

5. THE NEW SHAPE OF SOCIAL MEDIATHE NEW SHAPE OF SOCIAL MEDIA 6.1 Success through TechnologyTechnology
Digital Innovation Technology has certainly led to has certainly led to The correct and optimum use of technology has led to The correct and optimum use of technology has led to
innovations. Travel and tourism is now becoming innovations. Travel and tourism is now becoming the success of OTAs to a greater extent. They have the success of OTAs to a greater extent. They have
personalised day by day. Each person has his own personalised day by day. Each person has his own targeted the Genx style of travelling. Travelling to a targeted the Genx style of travelling. Travelling to a
travelling style and own needs. With the help of travelling style and own needs. With the help of destination still needs an aircraft, to stay one still destination still needs an aircraft, to stay one still
technology, a traveller is now able to reach out the technology, a traveller is now able to reach out the needs a hotel and to eat one still needs aneeds a hotel and to eat one still needs a restaurant.
perfect choice. Trip Advisor, Zomato, etc., help a o, etc., help a This was offered previously too but the present day This was offered previously too but the present day
traveller choose his ideal preferences. traveller choose his ideal preferences. Trip Advisor condition is OTAs have worked towards easing out condition is OTAs have worked towards easing out
now claims over 300 million unique monthly visitors now claims over 300 million unique monthly visitors and accelerating these processes. Now one is not and accelerating these processes. Now one is not
to its websites, and carries over 200 million to its websites, and carries over 200 million afraid to stay at a stranger’s home because of Airbnb afraid to stay at a stranger’s home because of Airbnb
independent reviews. Social media platforms have independent reviews. Social media platforms have and similar home stay options. Reviews options. Reviews and ratings
helped decide where they want to travel.helped decide where they want to travel. Brochures have helped tourists make a choice of cuisines. Ehave helped tourists make a choice of cuisines. E-
and presentations about destinations are old school and presentations about destinations are old school commerce platforms like online payment, traveller commerce platforms like online payment, traveller
and digital platforms are being used for marketing a and digital platforms are being used for marketing a cards, etc., have reduced the tension of people cards, etc., have reduced the tension of people
destination. Geo-tagging on Instagram and Facebook tagging on Instagram and Facebook carrying cash and doing foreign exchange, etc. carrying cash and doing foreign exchange, etc.
have helped a lot of destinations and properties to have helped a lot of destinations and properties to Neelu Singh said, “Over the years, technology haNeelu Singh said, “Over the years, technology has
gain popularity. Bigger brands are concentrating their ncentrating their helped create wider content, increased efficiency in helped create wider content, increased efficiency in
efforts on digital marketing to be in the race. To give efforts on digital marketing to be in the race. To give travel transactions and faster tools that help agents to travel transactions and faster tools that help agents to
an example, St. Regis Mumbai, launched in 2016, has an example, St. Regis Mumbai, launched in 2016, has sell destinations and up sell additional services that sell destinations and up sell additional services that
certainly grown out to be one of the top brand hotels certainly grown out to be one of the top brand hotels the customer might choose to buy without increasing the customer might choose to buy without increasing
in Mumbai and the management gives credits to social in Mumbai and the management gives credits to social any complication of the booking proceany complication of the booking process. Innovations
media for their success. Vinay Singh, Director of . Vinay Singh, Director of in technology have created a seamless, convenient and in technology have created a seamless, convenient and
Sales & Marketing, St. Regis Mumbai, exclaimed, “In Sales & Marketing, St. Regis Mumbai, exclaimed, “In connected experience for travellers and travel connected experience for travellers and travel
the era of digitalisation, one would be out of league if the era of digitalisation, one would be out of league if providers. Innovations in data convergence, reputation providers. Innovations in data convergence, reputation
commerce, ommerce,
digital igital
absent on social media. St. Regis Mumbai is certainly absent on social media. St. Regis Mumbai is certainly management, management, mobile obile c d
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not behind on social media marketing front. We are not behind on social media marketing front. We are transformation and automation has helped shape transformation and automation has helped shape the
ranked number two in terms of Geo-tagging and in tagging and in travel ecosystem in a way that it enabled travel travel ecosystem in a way that it enabled travel
terms of Instagram followers. We are analysing what terms of Instagram followers. We are analysing what companies to offer not just products but also services companies to offer not just products but also services
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expectations.”xpectations.”
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is the need of the hour and are innovating our services is the need of the hour and are innovating our services that that match atch customer ustomer e
to meet the new demands. Trip AdvisorTrip Advisor is one of the
biggest platforms today to look out for best hotels in a biggest platforms today to look out for best hotels in a 6.2 Digital technology and changing consumer Digital technology and changing consumer
city and our next target is to be among the top five and our next target is to be among the top five behavior
hotels in the business capital of India in hotels in the business capital of India in Trip The progression of digital technology continues to The progression of digital technology continues to
Advisor’s ratings.” r raise expectations and alter customer aise expectations and alter customer behaviors.
Consumers are becoming increasingly empowered onsumers are becoming increasingly empowered
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6. PARAIDIGM SHIFT a
and discerning with the wealth of information nd discerning with the wealth of information
There has been a paradigm shift in the travel industry There has been a paradigm shift in the travel industry available online. Trust and ease of available online. Trust and ease of fulfillment is now a
around the world. Traditional travel agents have been around the world. Traditional travel agents have been key to decision-making and personalizationpersonalization form an
forced to modify and innovate their working style due fy and innovate their working style due integral part of this process. In a market where there is integral part of this process. In a market where there is
to birth of online travels agents (OTAs) and direct to birth of online travels agents (OTAs) and direct endless choice, and where customers are wary of endless choice, and where customers are wary of
distribution of services by airlines and hotels’ distribution of services by airlines and hotels’ being misled, established brands can succeed by being misled, established brands can succeed by
websites. How OTAs have marketed themselves websites. How OTAs have marketed themselves easing the path to purchase. User experience (or UX) easing the path to purchase. User experience (or UX)
through digital mediums and have eventually helped through digital mediums and have eventually helped has become the top priority for both customer ecome the top priority for both customer
consumers with the ease of travelling across the globe ase of travelling across the globe retention and advocacy.
is a thing to be learned. Travel agents are now is a thing to be learned. Travel agents are now
certainly working towards digital expansions which certainly working towards digital expansions which 7. NEXUS BETWEEN DIGITALIZATION AND NEXUS BETWEEN DIGITALIZATION AND
will help them reach out the consumer especially will help them reach out the consumer especially CUSTOMER USE
millennial, Gen X consumer which refuses go a step millennial, Gen X consumer which refuses go a step Searching for information before the trip:Searching for information before the trip:
ahead without technology. Innovating and offerings gy. Innovating and offerings Perhaps the most widespread use, since today the most widespread use, since today
their services in a tech-friendly manner and through friendly manner and through more than 90% of users check information on the ore than 90% of users check information on the
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digital mediums is the key to success for traditional digital mediums is the key to success for traditional Internet before reserving a trip or hotel. This nternet before reserving a trip or hotel. This
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travel agents in today’s ever changing landscape.travel agents in today’s ever changing landscape. translates into a responsive website and even into ranslates into a responsive website and even into
t

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