Even though technology and the internet play a vital role in today’s tourism industry, Australian businesses are reluctant to develop online strategies and formats.

A survey conducted by GoHospitality.com.au has found that “more than 52 percent of respondents do not feel the need to buy or sell any products or services online.”

Over 850 businesses participated in the survey and almost one third claimed they did not have a business website.

In contrast, 85 percent of business owners surveyed believed “that a website is important for their business.”
GoHospitality.com.au account manager Kylie Tabrett was surprised by the adverse and conflicting results of the survey.

“There seems to be something stopping business owners in the hospitality industry from integrating more with the internet. More than half of those surveyed claimed not to shop online for hospitality products and yet 96 percent believe it’s a viable channel - it’s very contradictory,” said Ms Tabrett.

When questioned whether online business activity aided in global competitiveness, a third of all respondents disagreed.

“Although businesses in the hospitality sector appear confident about global competition only 26 percent surveyed said their business can compete with overseas pricing. The majority stated they believed they could only sometimes compete,” said Ms Tabrett.

Ms Tabrett said consumers were more price-conscious and web savvy than ever before and businesses need to adapt to meet growing customer requirements.

“It seems the hospitality industry is yet to realise the real potential of the internet as a tool to future-proof their business and build on the engagement and loyalty of each customer. Otherwise a discount will trump quality every time,” she said.