The tourism sector is at a crossroads, shaping new trends that respond both to the deep-seated aspirations of travellers and to environmental imperatives. Two major trends are emerging: the return to nature and the prioritisation of sustainable tourism. These trends reflect a collective awareness of the impact of our travel choices on the environment, as well as a quest for well-being through the exploration of wide open spaces.
The first trend highlights a growing need to get away to nature, a direct consequence of the health crisis which has restricted movement and increased our desire for wide open spaces and outdoor activities. The camping sector, in particular, is growing, attracting a wider and more varied clientele in search of authentic experiences in harmony with nature.
The second trend places sustainable tourism at the heart of our concerns. Consumers, increasingly aware of their ecological footprint, are looking for eco-responsible accommodation and activities that respect the environment. This trend goes beyond mere preference to become part of a truly ethical approach, favouring alternatives to mass tourism and contributing to the protection of our planet.
Faced with these developments, brands in the tourism sector need to integrate these values into their customer relations strategy. Ian Care, an artificial intelligence solution for responsible CRM orchestration, offers an innovative response to this imperative. By reducing marketing pressure and optimising resources to reduce the carbon impact of campaigns, ian Care enables companies to align themselves with their customers’ societal and environmental expectations.
Ian Care controls marketing pressure by adapting the number of activations per customer according to their preferences, the timing of interactions and the level of personalisation of the relationship with the brand. This approach aims to preserve the quality of the customer experience while at the same time being socially and environmentally responsible. Furthermore, by orchestrating campaigns in an omnichannel way and by eco-arbitrating according to precise environmental criteria, Ian Care contributes to a significant reduction in the carbon footprint of CRM activities.
These initiatives illustrate a move towards a more environmentally conscious tourism sector, where CRM technologies and innovations play a key role in reconciling travellers’ aspirations with the need to preserve our planet for future generations.
