Digital transformation is gradually becoming an essential tool in the hands of Greek hoteliers who wish to evolve their business and elevate the experiences they offer to guests, tourism experts said during a panel discussion at the 1st International Business and Hospitality Conference.
Titled “Digital transformation & tourism”, the discussion took place in Athens on Monday between Fulvio Giannetti, CEO and head of data science at Lybra Tech; Dimitra Nikoli, COO at Αnatolia Hospitality; Katerina Santikou, founder and managing director of Workathlon; and Dimitris Serifis CEO of Nelios, a Greek digital marketing agency.
Data is knowledge
After two years of Covid-19, Greek hoteliers are becoming more aware of the benefits of digital transformation, gradually adopting smart solutions and digital tools. Meanwhile, data collected and processed inside the hotel is considered valuable and could drive growth in the years to come.
“Data is knowledge and therefore hoteliers must adopt a more data-driven approach in order to target the right audiences.” Nelios’ Dimitris Serifis said during the conference.
According to Serifis, digital marketing helps hoteliers exceed geographic boundaries and target audiences based on their interests, income, demographic information or even their hobbies.
In addition, it offers the ability to hoteliers to collect data within their property, directly from guests, based on their behavior.
“Hoteliers can achieve impressive things as long as they understand the value of data collected inside their properties,” Serifis said and stressed that this process could change Greece’s tourism model and mixture of tourism products in the future.
Tapping into the benefits of digital transformation
Although Greece’s tourism sector is far from enjoying the full benefits of digital transformation, the Covid-19 pandemic has motivated hoteliers to further evolve and adopt digital solutions. In addition, it has motivated travelers to book trips online as well as seek for digital experiences.
“ONOMA offers the chance to its guests to develop their activities in a digital environment from the moment they check in until their departure,” said Dimitra Nikoli, COO of Anatolia Hospitality Group, owner of ONOMA.
During the event, Nikoli presented some of these experiences that include the ONOMA app which provides guests with a contactless check-in process and an e- key for their room; a personalized tablet to adjust operations inside the room as well as push notifications suggesting experiences inside and outside the hotel’s premises.
The session on “digital transformation & tourism” was moderated by Insider Journalist Niki Papazoglou.
The 1st International Business and Hospitality Conference was organized by Liquid Media and Insider.