LET’S NOT GO VIRAL!

One of the increasing risks facing all businesses is cyber-crime. Computers now sit at the centre of almost every commercial activity, enabling consumers to find what they want quickly, pay for it, and have it delivered next day or even same day. The holiday industry is no different. Consumers search for destinations, read reviews, compare prices and then book and pay online.

Computers and the internet are intrinsic to 21st century trading. As an insurance professional, one of the most challenging products to sell to a customer has been Cyber Insurance. Ten years ago, when the cover was relatively inexpensive, we couldn’t give it away — there was absolutely no interest. Fast forward to today and the environment has changed dramatically.

Cyber-crime frequently hit the headlines and claims are rising. Major companies such as Marks & Spencer, the Co-op and Jaguar Land Rover have all been affected. Even government departments have suffered from cyber-attacks.

These attacks can lead to serious business interruption, significant costs in identifying and removing malware and further investment in security to prevent recurrence. On top of this, businesses may have to face ransom demands to regain control of their systems and, if found to have inadequate security, fines imposed by the Information Commissioner’s Office (ICO).

WHAT HAS ALL THIS GOT TO DO WITH HOLIDAY PARKS?
Cyber-crime is on the rise, and in the online world no one is immune. It is easy to assume that only large companies are targeted because those incidents make the news - but they are just the tip of the iceberg.

Small businesses are frequently targeted due to;
Perceived Vulnerability: Attackers often see SMBs as easier targets with weaker security.
Data Value: Even small businesses hold valuable customer data useful for identity theft and fraud.
Supply Chain Access: Small businesses can be used as entry points into larger digital supply chains

Holiday parks typically operate websites, booking systems, computerised accounts and billing. It’s surprising how much customer data is held, and if you hold customer data, you are responsible for protecting it.

SO, WHAT ARE THE MAIN RISKS?
• Financial Costs: Direct losses from theft, ransom payments, recovery costs (IT forensics, data restoration), legal fees, and potential fines.
• Operational Disruption: Ransomware and other attacks can halt business operations for days, leading to lost income and productivity.
• Reputational Damage: A data breach can undermine years of trust and goodwill.
• Data Loss: Compromise of sensitive customer and business data, including intellectual property.
• Business Failure: A significant number of small businesses never recover from major cyber-attacks
• What exactly are cyber-attacks or cyber-crime?
• Phishing: Fake emails tricking employees into revealing credentials or installing malware.
• SQL injection: An SQL injection happens when a cyber-criminal embeds harmful code into a webpage or application to access data.
• Malware/Ransomware: Malicious software that encrypts files and demands payment for their release.
• Denial-of-Service attacks (DoS): Flooding a system with traffic to make it unusable
• Man-in-the-Middle attacks: During a man-in-the-middle cyber-attack, a cyber-criminal will intercept conversations, transactions, and the transfer of data between the victim and a service they’re trying to use.
• Social Engineering: Manipulating people through fake emails, calls, or messages to gain access.

WHAT COVER IS AVAILABLE?
There are many providers of Cyber Crime or Cyber Liability cover which keeps the market competitive. Most will offer a comprehensive cover including:
• Data breach
• Security failure
• Illegal threat
• Cyber attack

The precise scope of cover will depend on the insurer and the policy wording. If a cyber-attack strikes, policies may also help with:
• Additional business expenses
• Data recovery costs
• Public relations costs

The consequences of cyber-crime are serious for both the business and their customers. The ICO can impose fines of up to £17.5 million or 4% of a firm’s annual global turnover, whichever is higher. British Airways were fined £20M for a data breach and Marriott Hotels £18.4M. The ICO has teeth and isn’t afraid to use them!

Compass Insurance
0344 274 0276
compassparks.co.uk

BOOSTING BOOKINGS

BOOSTING BOOKINGS

On-line technology does the hefty lifting for hospitality sales...

THE CONVENIENCE of automated, easy- to-access, digital systems needs no explanation.

Artificial Intelligence is big news, dominating social media tweets and posts around the world. AI comes as no surprise for the holiday destination sector where automated technology has long been embedded in the hospitality experience. From booking a destination through promoting on-site spend to sealing timely confirmation of return accommodation, the convenience of automated, easy-to-access, digital systems needs no explanation.

Zonal is a UK-based, family-owned, connected technology provider offering innovative solutions to more than 16,000 businesses of all shapes and sizes across the hospitality sector. Zonal provided detailed figures to partners, CGA, enabling them to produce an exclusive GO Technology survey of 5,000 nationally representative British consumers earlier this year.

That report reveals consumers’ latest attitudes to using technology within hospitality, and how venues can strike the right balance between digital solutions and personal interaction. Having an online, direct booking system in place, that is easy to use, will help operators drive footfall and increase overall revenues this summer and beyond.

 

In food and beverage outlets, online booking systems can be set up to prompt guests to opt for up-selling options such as pre-dinner cocktails or a bottle of fizz on arrival. What’s more, enabling guests to reserve a table will reduce queues and improve the guest experience. Key to this, will be simple things such as ensuring WIFI is available.

The research shows that only 53% of people consider WIFI in holiday parks to be good or excellent whilst 64% say that these tech solutions will improve the quality of their stay. With this in mind, making sure WIFI works and connects well can reduce guest frustration and make it easier for them to make impulse bookings and purchases.

Booking technology can also alleviate pressure on staff particularly if it is integrated with other tech in outlets and across the park. For example, an integrated bookings and table management system will save staff time by relieving them of the task of manually re-inputting information and reduces the risk of error.

GUESTS WILL BE PROMPTED to opt for on-site options and less inclined to look for alternative options off-site.

ON-SITE SPEND
Personalisation is a key consumer trend and enabling guests to tailor their holiday to their preferences improves guests’ overall experience and drives revenues. Tech systems help here by giving control to guests. A fully integrated booking system can enable guests to prebook activities, preselect tables, pre-order food and even order food and drink to be delivered to their accommodation.

Over half of holiday park guests (56%) find the idea of having breakfast delivered to their accommodation appealing. By making it as easy as possible to browse and book holiday park experiences, guests will be prompted to opt for on-site options and less inclined to look for alternative options off-site.

“The role of technology in hospitality is clearly growing – in a post-pandemic market, not only are customers used to seeing technology in-venue, but a lot of customers expect it to be present,” points out Olivia FitzGerald, Chief Sales and Marketing Officer for Zonal. “However, we cannot afford to underestimate the importance of human connection, Olivia continues.

“Hospitality is a sector that is brilliant because of its people, and it is important that technology enhances that by working in the background, doing the heavy-lifting and alleviating staff pressure so they can focus on delivering exceptional service to their guests.”

THE ZONAL AND CGA DATA shows the enormous value of technology users in hospitality.

REPEAT VISITS
Digital booking systems also enable operators to capture important customer data. This can then be used to encourage repeat visits – boosting business by helping marketing teams reach more prospects in more channels with less budget. Whilst holiday parks can expect park members to return time and time again, operators cannot rest on their laurels.

Ensuring members are kept engaged, as well as ensuring there are guest visits increasing year on year will be vital. To help drive this, guests should be contacted post-stay with offers of promotions, discounts and other bounceback schemes. If a booking system is linked to all other tech and integrates with one central hub, such as an EPoS, operators can take this one step further, using customer spend data from across the holiday park to create bespoke and tailored on-site offers and promotions based on those likes and dislikes.

This not only encourages spend and repeat visits but gives guests a more personalised and bespoke experience. Figures in the report indicate that 81% of people are planning to stay in a UK destination - so there has never been a better time for park owners to ensure their booking systems are fit for purpose.

As operational costs continue to soar it is vital that holiday parks are able to drive spend per head across all parts of the business and booking technology can support this by opening up opportunities to encourage up-selling and add-on sales. Approaches to interactions via tech and human contact have become neatly split: between their tasks outside a restaurant or pub; and steps they take while inside (see box).

For example, nearly half (47%) would prefer to make table bookings via technology, while even more want to be able to cancel bookings (51%) or get reminders without having to contact someone (60%).

BOOKING TECHNOLOGY can also alleviate pressure on staff particularly if it is integrated with other tech in other park outlets.

 

IN PERSON
Once they are through the doors, it’s a different story, as nearly three in five consumers want to place food orders, settle bills and leave tips in person. In practice, the division of preferences isn’t quite so straightforward. Many people still want to complete pre-visit tasks offline, like general enquiries (33%) and booking tables (25%). Likewise, a minority prefer to use technology to place orders or pay bills.

“Wherever technology is deployed, choice and flexibility are key. It can be a superb enabler for hospitality for guests and operators alike, giving consumers the speed and convenience they want and freeing up teams to focus on what they do best,” notes Karl Chessell, CGA Director - hospitality operators and food, EMEA. “In such a competitive and challenging market, brands that make the smartest use of tech, without compromising human elements, have a crucial advantage.”

This highlights the importance of choice. Going too far in either direction—whether by withdrawing human interaction completely or failing to offer enough alternative options— risks alienating sizeable proportions of potential guests. Understanding the breakdowns of consumers who prefer technology and human interaction is the first step towards meeting their needs, and this GO Technology research pinpoints their key demographics.

The key takeaway is that technophiles tend to be heavy spenders. They spend an average of £24 a month more on eating and drinking out than those who prefer human interaction, and their household income is £10,100 higher. On top of that, more than half (53%) live in city or town centres, where hospitality venues are more heavily concentrated and people eat out more often.

Of course, consumers who typically choose human contact over digital interaction are just as valuable, and operators need to carefully retain their loyalty. But this data shows the enormous value of technology users in hospitality and makes a strong case for sustained investment in digital solutions that satisfy them. To download the full report, contact info@zonal.co.uk