The tourism industry is redefining its approach to value creation, focusing on post-booking experiences to drive growth and support local businesses
The adage “the journey ends when you return home” is outdated in today’s tourism landscape. Contrary to popular belief, the most economically valuable phase of tourism begins when the traveler arrives at their destination.
Despite this, the industry continues to underinvest in this critical stage.
While significant resources are allocated to securing bookings and optimizing pricing algorithms, travelers often find themselves navigating their destinations alone once they arrive.
The Shift Towards In-Destination Experiences
Paola Recchi, a digital transformation advisor at BC Soft, highlights that the most sought-after experiences today are those planned during the traveler’s stay.
Excursions, guided tours, food and wine tastings, outdoor activities, and local services are increasingly being booked on the spot rather than pre-trip.
This shift is revolutionizing the tourism value chain. “There’s no one-size-fits-all experience,” Recchi explains.
“The real opportunity lies in identifying the moment when a traveler’s need arises.” For industry players, this means extending the value of a booking beyond the initial transaction, creating opportunities for cross-selling and upselling while giving visibility to local businesses often overlooked by traditional distribution channels.
Data-Driven Insights for Personalized Offerings
Recchi emphasizes that digitalization serves a dual purpose: simplifying access to available services and gathering valuable data to refine offerings. “Every interaction provides insights: which experiences are viewed, which are booked, which demographics show the most interest, and which services underperform,” she notes.
This data enables tourism operators to craft more targeted proposals, moving away from generic offerings that fail to highlight a destination’s unique characteristics. To facilitate this, TravelTech by BC Soft has developed StayAdvisor, a web app accessible via QR codes, Wi-Fi landing pages, or the property’s website, designed to connect travelers with local services and experiences during their stay.
Building an Integrated Tourism Ecosystem
Looking ahead, Recchi believes the next big challenge isn’t just about artificial intelligence, but about destinations operating as cohesive ecosystems. “Social media visibility can attract tourists to lesser-known destinations, but without coordination, these visitors may leave little economic impact,” she warns.
Creating a network of accommodations, travel agencies, local authorities, consortia, producers, and experience providers is crucial. This integrated approach can guide visitors throughout their stay, maximizing their impact on the local economy.
The Foundation Before AI: Quality Content and Visibility
While AI is poised to significantly impact tourism, Recchi cautions that it cannot replace effective organization of offerings. “Before AI, we need readable data, well-organized content, and visible operators. If information remains fragmented and many local businesses are underdigitalized, even the most advanced technologies are built on weak foundations,” she states.
The challenge, Recchi concludes, is to transform Italy’s renowned ability to create authentic experiences into more structured, measurable, and accessible processes. Only then can the stay become a true engine of territorial development and a new revenue stream for the entire tourism industry.
