| | 9TRAVEL AND HOSPITALITY TECH OUTLOOKJULY 2023With improved efficiency, security, and quality of services, coupled with a seamless and secure purchasing experience, the circle is complete. It is important to recognize that technology when used imaginatively, can be a vital ally in enhancing tourism experiences and toursof sales were from customers making last-minute purchases at the destination, resulting in sales commissions of up to 50 percent and posing a financial burden on the service provider.By improving direct communication with customers through email marketing campaigns and phone calls, updating website technologies for better SEO and SEM performance, and substantially improving the user experience (UX) and user interface (UI), we were able to reverse negative sales trends. As a result, direct sales through tour providers' websites have increased to at least 35 percent of total sales in 2023, at least in my company. Additionally, sales commission payments have decreased since discounts can be granted directly to customers who make purchases.The purchasing habits of Latin American customers have changed since the pandemic, unlike customers and visitors from other regions such as the USA and Canada, which are the main tourism markets in Latin America. This shift in behavior has led to an increase in domestic consumption, particularly since the economic reactivation in the region and the confinement measures that COVID forced upon people. As a result, the potential market for visitors in Latin America appears to be greater than before the pandemic.To summarize, improving website performance, graphic communication, payment methods (payment gateways), and written communication have significantly contributed to changing buying habits and increasing consumer confidence in the tourism industry, particularly for tours and experiences in the national and Latin American markets, as I previously mentioned.As a result, there has been a significant reduction in commissions and royalties paid to tour resellers, allowing companies to pass on discounts directly to clients without affecting their finances. This has resulted in an improvement in service and product quality, contributing significantly to the recovery of tourism activity. The Mexican and Latin American markets have regained confidence in making online purchases and trusting the suppliers and websites they visit.Ultimately, the experiences and expeditions during a tourist's trip are the most memorable moments. With improved efficiency, security, and quality of services, coupled with a seamless and secure purchasing experience, the circle is complete. It is important to recognize that technology when used imaginatively, can be a vital ally in enhancing tourism experiences and tours. Therefore, it is imperative to adapt to new technologies, reduce dependence on sales channels outside of the business, and ensure that the quality of services provided is not compromised.
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