Adoption And Implementation Of Digital Transformation For The Sustainability Of Tourism And Hospitality Business In India | Rekha Maitra

Unrealistic changes, Unseen fear, Unprecedent time, unpredictable behaviour of Coronavirus on different human beings led to social distancing, masking and another preventive measure. The world-wide lockdown led to the closure of hotels, loss of business, redundancy of employees and lean hospitality staff were a few of the measures adopted by the hospitality and tourism industry to control the spread of Coronavirus. The tourism and hospitality industry became standstill for six months (March 2020 to August 2020). Cruise lines stopped sailing, flights all across the globe were grounded, railways stopped ferrying people, these changes led to swift changes i.e. revenue and job losses. This led to opting for new avenues to encompass the revenue losses. Digital Technology was embraced by the service industry to boost its accessibility and sustaining the business. Robotic infrastructure and tech appliances were adopted to provide contactless services to ensure safe and hygienic practices i.e. Pedal and sensory dispensers for emitting sanitizer.

All major programs i.e. FHRAI webinars, IHE webinars, BW Hotelier Indian Hospitality Summits were conducted on a virtual platform under an unlimited umbrella of technology. The contactless technology offers the feasibility of hosting mega gatherings with attendees from all over the world. The digital platform has become a preferred way of conducting business with people connected on digital platforms i.e Zoom, WebEx, Ms teams, Google meets etc. Working from home (WFH), attending office virtually was accepted as the safest way to avoid personal meetings for work-related options.

Tourism organization (UNWTO, 2020) is driving the digitalization of tourism for creating an ecosystem to maximize its potential in terms of economic growth, job creation and sustainable development. Digitalization of our historical monuments and archaeological heritage sites will be helpful in better upkeep of records in India as well. In the long run, climate change, waste issues, customer’s behaviour, sustainable development issues can be made accessible through digital media to consumers with a wide range of public policies. According to UN Secretary, -General Antonio Guterres “Tourism is a key pillar for the conservation of natural and cultural heritage. We must rebuild the tourism sector for its sustainability.”

In the post-COVID-19 phase, digital overdrive for the service sector in India is rising gradually. The development of new apps and dependency on digital media has increased manifold. The New normal has taken a thrust by enhancing the visibility of brands on the digital platform. The tourism and hospitality sectors are working on the digital platform for survival and sustainability. The gala events of tourism and hospitality in India have become virtual and major hotel companies adopted the digital platform for enhancing the visibility of its product line during the crucial period i.e doorstep laundry service offered at an economical rate