In today’s technologically focused world, where people have the ability to continuously send and receive information at the touch of a button, the ‘digital detox’ holiday package has emerged as one of the latest trends in the travel industry, according to Euromonitor’s annual World Travel Market Global Trends Report 2012 which was released during this year’s WTM.
In the US, the Hotel Monaco in Chicago has a “tranquillity suite” and a “technology break package”, and the Quincy Hotel in Washington DC offers a “Be unplugged package”, while in the UK, the Lifehouse Country Spa Resort offers the “Blackberry Creche”.
The report says hotels are looking at digital detox packages as a means to improve guest wellness.
“Technology-free spas, cruises and safaris present strong opportunities in the digital detox arena, as these offer an ideal context for consumers to disconnect and relax. Promoting family time or quality ‘human’ time with loved ones is another aspect of the digital detox offering, as electronic devices weaken human communications in everyday life,” said the report.
The report also says that the digital detox trend challenges technology integration witnessed across much of the travel industry, as airlines, for example, start to provide Wi-Fi on board.
Paul Gardiner, Sales and Marketing Director at Mantis, said while this certainly was an emerging trend, he questioned whether ‘digital detox’ holiday packages would actually take off.
“I for one know that to switch off when on holiday is important – but I have to admit that I do like to know that there is Wi-Fi available at the hotel I have chosen to stay for a holiday break,” he said.
“As hoteliers we also like our guests posting details of their holidays – our clients are doing our marketing for us and I’d hate to switch this off. So many people carry iPads (tablets) as well as other devices with them on holiday these days – these serve as Kindles readers, online newspapers, portable TVs and so on. Some 99% of our clients travel with these gadgets today. Having said all of this, I guess the holiday-makers of today need to discipline themselves – the digital age is here and we all need to manage the time spent on our gadgets.”
Hara Jackson, Corporate Business Development Manager Legacy Hotels & Resorts, believes that the role of technology will continue to be driven by profile of the hotel, lodge or resort a person is visiting.
“To date and going forward, in the South African, Ghanaian, Nigerian and Namibian markets in which we operate, our city hotels that handle 80% and upwards business travellers have a high demand for state-of-the-art gadgets and technology. Fast Internet access remains the most important, with business facilities, docking stations, chargers, international plugs etc. all following close behind. If people are travelling for business, connectivity, via their gadgets, is one of their biggest demands.”
Jackson asserts that on the flipside, leisure resorts and game lodges only seem to have this high demand if they host conferences. “Leisure guests are happier to switch off, but will continue to use their personal gadgets (smartphones/tablets) to share pictures of their holiday, read books, watch movies and play online games; so the pace may be different, but the gadgets and importance placed on remaining connected is still there.”
Chris Roche from Wilderness Safaris believes that remaining disconnected on holiday is the better option. “Our camps generally have no cellphone signal or email, and I reckon that is the way to go. Disconnecting from the digital and reconnecting with nature!”
“Our guests are mostly at the very upper end of the market and, while they choose to stay with us because of the tranquillity of the hotel’s setting and our convenient, yet quiet location, most of them still place priority on being able to keep in touch electronically – though quite selectively, when they need to,” said Peggy Klement, General Manager at La Clé des Montagnes in Franschhoek.
James Basson, General Manager of Bushmans Kloof Wilderness Reserve & Wellness Retreat, said: “Certainly, for many people the fact that there is no cellphone reception at the lodge is a strong draw card, but some guests still like the option of staying in touch, so we now offer complimentary Wi-Fi throughout the lodge. Although we don’t package ‘digital detox’ stays, the powerful energy of nature works its magic, and guests find themselves instinctively letting go of the world of electronic devices. It’s all about quality time spent together, often as a family.”
What do you think of this trend? Do you think there is a market for ‘digital detox’ vacations? Let us know by posting your comment below!
