Wine Country vacation experiences go high-tech

Many people on vacation just want to disconnect from their devices, leaving the office and other obligations behind for a bit of rest and relaxation. But technology is a key instrument in making that wish reality.

It can start with a business using tech to spark a desire to travel to a certain location or property, to employing tech tools to ensure a guest’s stay or experience is the best it can be, to deploying technological devices to make everything more efficient.

“In the travel industry, technological innovations generally result in smoother, faster, and more personalized processes for travelers. As such, travelers may find that the latest technology empowers them to spend less time on their devices,” Maria Taylor with Amadeus told the Journal.

As an international technology company providing software and services to the travel industry, Amadeus has its pulse on industry trends.

“Innovations in technology have enabled hotels to offer more personalized experiences and even sell individual room attributes. Hotels can, therefore, identify elements that promote relaxation and leverage business intelligence to market them to prospective guests,” Taylor said. “For instance, hoteliers can also use technologies like business intelligence and digital marketing to reach guests that want an unplugged experience.”

In a report about technology trends for this year, Amadeus reported, “… 94% of IT decision-makers are planning investment in technology.”

For the North Bay, that is definitely true.

“Looking ahead, we’re exploring how artificial intelligence can further streamline our operations and enhance client interactions. AI has the potential to help us analyze data more effectively and provide deeper insights into how to use it,” said Jonny Westom, vice president of business development for Sonoma County Tourism. “Additionally, I’m excited about the possibility of using AI to better understand client needs and deliver personalized recommendations and real-time support, especially in promoting meetings and special events in Sonoma County.”

Tourism industry

Those tasked with enticing people to visit the area use tech to get them here, deploy it after they arrive, and then use it to gain insights into visitor experiences.

“At Visit Napa Valley, we view technology as a powerful asset that enhances rather than replaces the personalized, high-touch hospitality that defines our region. Tools like the Symphony platform from Tourism Economics provide invaluable insights that help us shape strategies to strengthen both the visitor experience and our community,” Linsey Gallagher, CEO and president of Visit Napa Valley, told the Journal.

She said “advanced technology” helped produce the 2023 Napa Valley Economic Impact and Visitor Profile report that was released at the end of summer.

Once in the valley, visitors — and locals — can explore using an assortment of tech at the Napa Valley Welcome Center.

“We blend innovative technology — such as True Omni kiosks, interactive maps, and itinerary builders — with the personalized, human touch of our concierge team. This seamless integration allows visitors to enjoy both the convenience of digital tools and the warmth of authentic Napa Valley hospitality,” Gallagher explained.

“From real-time bookings and tailored itineraries to QR code-enabled marketing that draws thousands of visitors to our website every month, technology helps us elevate every aspect of the guest journey, all while preserving the sense of connection that makes our destination unique.”

Sonoma County Tourism is also using tech to analyze data which is used to target specific markets more efficiently.

“We also use social platforms, like LinkedIn, to reach key audience segments effectively,” Westom said. “Our website plays a crucial role, serving as a hub for digital assets and marketing materials that allow us to share information in a visually appealing and efficient manner. These technological solutions help us stay agile and better positioned to serve our clients.”

A variety of digital trail apps is proving popular for those visiting the Vacaville area.

“Some are year-round like the Arts Trail, where you can use the mobile app and do a self-guided and paced tour. Others are event or season specific like our annual May Taco Trail, a tour of restaurants that serve tacos for breakfast, lunch or dinner,” said Alaina Gjertsen, communications manager for Visit Vacaville. “We also incorporated screen-reader friendly menus for our 2024 Restaurant Week to help with the accessibility of the event.”

Tapping into tech

In the hotel sector, the Fairmont Sonoma Mission Inn & Spa is listening to what guests want by providing them access to amenities without having to talk to anyone.