WebinarOnline
The evolving tourist: Understanding consumer behaviour and quality management in a digital, globalised market
Friday, 30 April 2027
Explore how digital platforms shape tourist expectations and how service quality can respond with better evidence and fairer decisions.
About this event
Search platforms, social media, online reviews and instant communication shape traveller expectations long before arrival. This webinar examines how consumers assess quality, risk, value and brand trust across connected digital channels. It considers how expectations move between platforms and how organisations respond when public reviews influence future demand. The session will avoid treating the evolving tourist as a single universal type by recognising differences in culture, access, digital confidence, travel experience and the resources available to make choices.
Panellists will explore service quality management, continuing feedback, bias in review systems and the challenge of interpreting cross-cultural expectations. The discussion will examine how real-time information can support service recovery while also encouraging reactive management based on incomplete or unrepresentative data. It will address privacy, consent and fairness in the collection and analysis of consumer information. Particular attention will be given to how automated personalisation affects which offers, prices and service options different users can see.
Participants will learn to connect consumer evidence with inclusive and transparent quality improvement. They will consider how to combine digital feedback with staff knowledge, direct research and operational measures. The webinar will provide questions for assessing data quality, identifying groups whose experiences may be missing and determining when a response requires human judgement. Delegates will leave able to use timely consumer insight without reducing quality to a single score or compromising privacy, accessibility and consistent service standards across diverse guest populations. This supports quality management that remains evidence based, proportionate and centred on people.