Investment in technology to spur tourism sector

Manama : Investment in technology will support the growth of Bahrain’s travel industry and contribute more to gross domestic product (GDP). This was a key topic of discussion titled “Bahrain Travel Industry: Partnership in Synergy,” jointly hosted by Gulf Air, the national carrier of the Kingdom of Bahrain and travel technology leader Sabre Travel Network Middle East (STNME).

The event was held under the patronage of Shaikh Khalid bin Humood Al Khalifa, Acting CEO of Bahrain Tourism and Exhibition Authority (BTEA), and was attended by government officials and industry leaders from Bahrain, the Middle East and Europe, to discuss economic opportunities and challenges and the contribution of the sector to Bahrain’s economy.

Shaikh Khalid opened the event, sharing BTEA’s strategy and vision for travel and tourism in Bahrain and highlighting Brand Bahrain, an international campaign launched last month to promote the Kingdom as a top tourist destination.

Harald Eisenächer, senior vice president, Sabre Travel Network, Europe, Middle East and Africa (EMEA), said Bahrain’s travel industry is expected to increase its GDP contribution this year.

“Travel companies need to understand changing consumer habits and the impact mobile and online technologies are having on travel. Make sure you know what’s coming and invest in technology that will provide travellers a more personalised experience that will drive loyalty, while generating new revenue streams for your business,” said Eisenächer.

He also said that while internet penetration in Bahrain is almost 100 per cent, e-commerce and m-commerce were still relatively low. “There’s still a lot of concern about shopping online and sharing credit card details, which is why Sabre developed a virtual payment solution to address payment security concerns. We spend a lot of time understanding future traveller needs, and helping our customers develop the right mobile and online strategy to cater to what their customers want today and in the future.  Travel is continually transforming – it never stands still,” he said.

Gulf Air Director of Information Technology Dr Jassim Haji said: “Technology is a great enabler, and it has been widely adopted with growing numbers of travellers embracing the mobile revolution as they become increasingly tech-savvy.”

He also reflected on the evolving travel experience and how various stakeholders within the industry need to step up and change their offering: 

“Travellers today have stronger voices that carry further thanks to the prominence of social media and its ease of use. That’s not all, coupled with travellers’ greater strength of voice is an evolved expectation. We now, more than ever, need to deliver a seamless travel experience that is convenient, flexible, friendly and – at all times – responsive to individual needs. At Gulf Air we are committed to driving the travel technology movement and supporting greater uptake of the latest travel solutions on offer.”