Simon Gros: How technology can be leveraged to boost tourism on the continent

The tourism industry in Africa has been experiencing significant growth, outpacing the global average and the broader African economy. According to Simon Gros, Chief Development Officer at Travelport, technology plays a crucial role in driving this growth. In a recent interview with CNBC Africa, Gros emphasized the impact and influence that technology can have on tourism in Africa if embraced fully. Travelport, a travel distribution company, serves as the technological bridge between travel suppliers and travel agencies both online and offline, helping to streamline the travel booking process. Gros highlighted that Travelport was founded on technology and considers itself an e-commerce pioneer. Over the years, the company has evolved with technology, adapting to the changing landscape of the travel industry. With the widespread use of smartphones and other digital devices, Travelport ensures that travel information is easily accessible to consumers, making the booking process efficient and convenient. The digital traveler survey conducted by Travelport revealed that African travelers are among the most digital savvy in the world. Africans rely heavily on technology tools for travel, with 89% of travelers reviewing travel brands on social media before embarking on a trip. Additionally, there is a growing interest in advanced digital technologies like virtual reality, with nearly three quarters of Kenyans open to incorporating virtual reality into trip planning. Despite the technological advancements in the travel industry, companies like Travelport face challenges in balancing legacy technology with cutting-edge digital solutions. Keeping up with the fast-paced nature of technology and ensuring a seamless experience for customers are top priorities for the company. One of the key challenges in the digital age is distinguishing between legitimate and fraudulent information online. Gros emphasized the importance of using trusted online platforms like Travelport to compare different travel options and ensure the legitimacy of the information presented. As the world enters the era of the fourth industrial revolution, artificial intelligence plays a crucial role in personalizing offers for consumers. African travelers are increasingly willing to share personal details to receive tailored offers, highlighting the significance of AI in the travel industry. Gros noted that travelers expect personalized experiences and are frustrated when suppliers fail to remember their preferences. Looking ahead to 2019, Gros projected a relatively flat year for the global tourism industry. While some markets like Europe and APAC are experiencing a slight decline, regions like the US, Middle East, and Africa are performing above expectations. Overall, the outlook for 2019 is stable, with continued focus on leveraging technology to enhance the travel experience for consumers in Africa and beyond. In conclusion, technology continues to revolutionize the tourism industry in Africa, offering new opportunities for growth and innovation. By embracing digital tools and advanced technologies, African countries can attract more visitors and enhance the overall travel experience on the continent.