Comment: Tech confers an Advantage

Comment: Tech confers an Advantage

Technology is too often seen as the dividing line in travel between digital disruptors and their high street competitors whose days are viewed as numbered.

But the message from the Advantage Conference last weekend was that agents who fuse the human and technological should prosper.

The ‘Man and Machine’ theme was no better illustrated than when Jason Bradbury, former host of TV’s The Gadget Show, interviewed track cyclist Sir Chris Hoy whose mastery of pedal power brought Olympic glory.

We may fear technology, but we are all now so accustomed to it that, whether we understand it or not, we are using and benefiting from it.

Advantage members who admitted to being intimidated by concepts such as big data and machine learning at the same time appear to be using digital platforms such as Facebook, which utilise big data and machine learning, to engage with customers.

“It’s about knowing how you can use technology, not necessarily knowing how it works.”

As Advantage boss Julia Lo Bue-Said argued: “It’s about knowing how you can use technology, not necessarily knowing how it works.”

The consortium aims to guide its members through the digital revolution, and has even taken to analysing agent members’ websites covertly in order to help.

Last week’s huge malware attack provided a quite different illustration of the same thing. Embracing technology safely and securely requires help and guidance.

Technology can be a great benefit, but it can also cause immense damage. Ultimately, it’s about the people who utilise it.

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