MORE international visitors could be attracted to Scotland, and the booking season extended, if the hotel industry embraces technology and works to position itself year-round, according to travel website Expedia.
A recent event hosted by the company in Edinburgh saw a number of speakers address a range of issues affecting the hospitality industry, including the increasing importance of technology, and how it can help to personalise each visitor’s experience.
Linda McAllister of VisitScotland said although “the attractiveness of the destination will prevail, the challenge will be how to personalise that experience”.
Attracting visitors outwith the traditional peak season was also addressed, with Paul Wakefield of Marketing Edinburgh saying the city should look at “how it positions itself during the off-season”.
The Edinburgh Partner Summit came after Expedia formed a partnership with VisitScotland earlier in the year.