Communication technology plays a considerable role in travel and tourism, as much of modern tourism revolves around the ability of tourist destinations to communicate their benefits to potential visitors and the ability of those visitors to reach out to points of interest at the destination. According to a review of literature conducted by the Learning and Teaching Support Network (LTSN), the communication technology that powers systems like the Semi-Automated Business Research Environment (SABRE) airline reservation system has driven a considerable increase in tourism since at least 1953. In addition, more modern communication technologies that employ Internet connectivity continue to exhibit profound affects on the tourism industry.
In 1953, according to the Learning and Teaching Support Network, a joint venture between American Airlines and the computing giant IBM introduced communication technology that linked airline reservation systems directly with travel and booking agents. As more and more airlines capitalized on this technology, the entire booking process became more streamlined and efficient. Today, according to a review of technology's impact on tourism published by the Daily Observer, automated airline systems and the customer-facing Customer Reservation System (CRS) enable considerably greater volumes of airline passenger service than previously considered possible.
Just as SABRE technology exhibited considerable influence on the accessibility of air travel, a number of communication technologies have improved traveler access to information about, and at, the travel destination. Modern Internet directories allow tourists to quickly and easily research lodging and dining options at the destination, and the proliferation of telephones, mobile phones and Voice Over Internet Protocol (VOIP) voice channels allow travelers to quickly contact hotels and restaurants to establish reservations.
Some facilities, according to the Journal of Information Technology and Tourism, allow customers to view up to the minute wait times, review menus or selections, read reviews and make reservations all before departing for the destination. In addition, automated call distribution (ACD) systems in place at large reservation call centers allow tourists to make reservations by phone without ever experiencing a busy signal. Finally, online and call-center based payment systems can instantly collect payment from prospective travelers.
According to the Journal of Information Technology and Tourism, modern communication technology allows tourism bureaus to reach potential visitors like never before. As travelers exchange emails about upcoming trips, for example, advertising software can interpret key words in the email communication to display relevant targeted advertisements about the destination. Likewise, 21st century developments in mobile telephone technology allow attractions at popular tourist destinations to target the mobile phones of visitors with location-based advertising designed to deliver promotional material only to tourists while ignoring mobile devices owned by locals.
Though communication technology has, according to the Daily Observer, radically transformed the tourism industry, some limitations remain. Communication technology systems sometimes require considerable financial investments, and some cash-strapped tourism bureaus debate whether the return justifies the investment. In addition, tourist destinations must continue to produce innovations in customer service, attractions and economic development to produce an attractive destination despite the numerous avenues for promoting the area.
