The tourism sector, one of the most dynamic and fundamental in the global economy, and especially in Spain, has experienced an accelerated transformation thanks to digitalization. Recent years have acted as a catalyst for companies in the sector to adopt new technologies and more innovative business models. According to data from the National Institute of Statistics (INE), tourism companies have increased their investment in technology by 40% in the last five years. However, as this process progresses, a key question arises: How to continue promoting the sector without remaining stagnant?
Miguel Abril, Chief Information Officer of Soltour, analyzes the transformation that the industry has undergone, both in the way in which companies operate and in the interaction with customers. “Digitalization has revolutionized the way travelers plan, book and enjoy their experiences,” says Abril. In a context where consumers demand faster, personalized and more accessible processes, technology has become an essential competitive factor.
The tourism sector
Consumption habits have changed significantly, with more than 63% of reservations made in online format (latest CIS study: ‘Tourism and gastronomy’ of 2024), which reinforces the need for actors in the sector, including tour operators, adopt technology as a strategic advantage.
However, digitalization cannot be a one-time effort, it must evolve constantly to avoid stagnation, becoming one of the biggest challenges for the industry. Although many companies have begun to implement digital solutions, it is crucial that they maintain a mindset of continuous improvement. According to recent reports, 70% of tourism businesses have already adopted some form of emerging technology. “The tourism sector must always be attentive to new technological trends that can transform the way it relates to customers,” says the company’s CIO.
The tourism sector, one of the most dynamic and fundamental in the global economy, and especially in Spain, has experienced an accelerated transformation thanks to digitalization.
“In the field of tour operations, success lies in digitalization that covers all phases of the travel process. From personalized offerings on online platforms to internal optimization with AI and automation, digitalization not only enriches the customer experience, but also streamlines operations, guaranteeing competitiveness in a constantly evolving market,” continues Abril.
Soltour, at the forefront of digitalization. How to digitize the tourism sector?
Tour operations, being an essential pillar in the tourism value chain, also face the challenge of digitalization, a process that has transformed the traditional methodology. According to Soltour’s Chief Information Officer, “tour operators like Soltour have the opportunity to optimize our operations, improve the customer experience and adapt to an increasingly competitive environment.”
In response to this growing demand for digital solutions, Soltour has decided to immerse itself in the technological transformation of the sector as a strategic tool to increase its operational efficiency, diversify its offer and improve the experience of its main collaborators: travel agents. Miguel Abril highlights that “digitization not only benefits the traveler, but also those behind daily operations, such as travel agents, optimizing their work and allowing them to offer a better service.”
“To achieve this, we have launched a new website, much faster and improved, taking advantage of the advantages and advances of digitalization to offer a more efficient tool focused on the user experience.” The new website incorporates more than 100 innovative features that optimize usability, speed and the diversity of products offered. Among them, the notable speed of the portal stands out, allowing agencies to complete searches and processes at a faster speed than other tour operators. This efficiency not only speeds up the work of travel agents, but also allows them to serve more clients and, consequently, increase their sales.
In addition, new customization options allow agents to design tourist packages more tailored to their clients’ preferences, which reinforces the competitiveness of agencies. All this, added to the incorporation of new advanced tools such as the instant generation of documents, the ability to share on social networks and the search for products using artificial intelligence, greatly facilitates the daily work of agents.
Abril emphasizes that this redesign “not only improves the usability of the portal, but also increases the productivity of agents, allowing them to save time and serve more clients.” The more intuitive and simple interface reduces the learning curve and minimizes operational errors, something essential in a sector where speed and precision are key to maintaining competitiveness.
The digitalization process also has a direct impact on the quality of service that agencies can offer to the end client. A faster and more efficient website allows travel agents to immediately respond to traveler queries, process requests more quickly and offer alternatives in real time. This generates a more fluid and satisfying purchasing experience for the customer, something that, according to the CIO, “not only increases loyalty, but also opens the doors to future recommendations.”
The future of digitalization in tourism will continue to revolutionize the sector, driven by technologies such as artificial intelligence or virtual reality. The personalization of experiences will be key, allowing companies to adapt their services to the individual preferences of travelers. In addition, automation and virtual assistants will make reservation, check-in and problem-solving processes more efficient, while robotics will improve service in airports and hotels. Without a doubt, digitalization has transformed the entire tourism value chain, and, at Soltour, “we continue to adapt to changes to consolidate our leadership in the sector,” concludes Abril.
