Tech Talk: Four Trends to Watch in 2014

News editor and admitted techie Andrew Sheivachman shares his take on the technology trends that travel agents should heed in the New Year.

In 2013, mobile phones, tablet computers and social networking became even more integrated into our lives. Consumers are accustomed to shopping and conducting research across a bevy of mobile devices, and going online to buy goods and services, including travel, is second nature.

For travel agents, fast-moving changes in the world of technology such as those we saw in 2013 will continue to shape the business of selling travel in 2014.

Here are four technology trends agents should pay attention to in the New Year to ensure that their businesses continue to thrive.

Security becomes critical
When details of the National Security Agency’s digital spying program were exposed in 2013, it was a chilling example of the perils of technology.

So too was the increase in hacking attacks on banks and businesses, including the latest newsmaker, Target’s huge breach of data security in December.

Such attacks have become nearly commonplace, and more attacks will occur in 2014, prompting a renewed focus in the business world on security in information technology.

In 2014, anyone working in a business that handles billing information should become proactive in protecting themselves – and their clients. Travel agents too will need to ensure that their business are secure from intrusion by hackers.

Are you taking care to use secure passwords on all your electronic devices?

Second screen becomes normal
As more people begin to use their tablets daily, increasingly they will split their time between their tablets, TVs, personal computers and smartphones. One result is that more companies are developing so-called second-screen apps, like GetGlue, designed to maintain control of your attention.

Second-screen apps, which allow users to interact with a live TV show or communicate with other fans on their tablets or phones, will proliferate in 2014.

Another second-screen development: During commercials TV advertisers will prompt viewers to download their apps so they can access a deal on the spot.

What does this mean for travel sellers? If you’re involved in search engine marketing, or you or your preferred supplier runs TV ads, you can’t count on getting the full attention of consumers anymore. In 2014 and beyond, you’ll need to factor this in to your marketing efforts.
 
Facebook grows older
In the five years since Facebook expanded its service from its original audience of college students to the general public, its user base has grown into the billions. But new statistics show a surprising trend – younger users are leaving the service for Twitter and Instagram, while more seniors are joining Facebook.

Adults aren’t confining their online social activity to Facebook. According to Pew Internet, 42% of adult online users have multiple social networking accounts.

Fragmentation in the social media space, combined with fragmentation in digital device use, will only increase going forward, making any scattershot forays into social media less effective than ever.

In 2014, these trends will make it necessary for agents to rethink their social media marketing. You may need to shift how you allocate your time on social media and how you interact with potential clients.

Why not make 2014 the year you develop a targeted plan for your social media efforts? Then tweak and adapt as you go along – based on results, and to keep up with the trends.

Your phone gets smarter
Every year, mobile phones become smaller, more powerful and more integral to modern life. As they do, marketers introduce more apps that know your location and send targeted deals your way.

Travel agents can take advantage of this budding trend. One suggestion: Look at ways to use location-based social apps like Foursquare to enhance your sales and marketing efforts.
 
At the same time, if yours is a brick-and-mortar agency, you’ll need to pay attention how your business is represented on location-based networks.