Challenges and trends in services and tourism at the end of a pandemic

This article summarizes a technical note published in the 21st conjuncture letter of the Municipal University of São Caetano do Sul (USCS). In the note, we made a brief analysis and reflected on the context, challenges and trends of the services and tourism sector in a time of uncertainty and instability in the global scenario, highlighting perspectives and opportunities based on studies conducted by institutions and specialists in these fields. The full text of the note can be accessed at https://www.uscs.edu.br/noticias/cartasconjuscs.

It can be seen that the services sector has struggled due to high inflation, indebtedness and high unemployment rates. However, the outlook improves with the end of the pandemic and the gain of confidence to resume business. Some changes in habits and business models could have been temporary, but many of them will be incorporated and improved from now on.

With countless political, economic and social variables going through the post-pandemic recovery, the challenges of revenue forecasting, pricing and demand forecasting are enormous. It is a good time to optimize resources and processes, review features, add Business Intelligence which will support decision-making with greater efficiency and speed, promoting the creation of information history.

Based on the macro analysis of global trends, articles and observations, we highlight the following perspectives and opportunities for the Services area:

subscription clubs – Consumers prefer to be a user than an owner; The subscription culture has expanded to include clothing, news, entertainment, books, cosmetics, food whose users have the flexibility to change service whenever they want, as well as additional benefits, making the perception of gain higher than in traditional shopping. .

Virtual reality – Various areas of entertainment and educational services will be increasingly available through this technology.

Greater investment in data security – Either to prevent fraud as the flow of information from e-commerce increases, or due to the increased use of cloud technology, or to protect company data and cybersecurity, this area tends to grow even more with increasing data connectivity. .

customer comfort – E-commerce and its tools tend to be increasingly used by companies of all sizes. Services that make this experience more efficient, faster and more comfortable will be a priority.

New technologiesStartups gain space in an agile, demanding market that will not prioritize traditional and slow-moving companies in their transformation process.

autonomous markets – Markets and other self-service businesses, with no fixed staff costs, tend to grow, taking into account consumer convenience.

The job market – Possibility of “outside the office”(Outside the company it does not assume that the work is carried out only from home) increases the recruitment of geographically distant workers. Differentiated talent retention policies will be important for maintaining teams.

Architecture and interior design – Request for revision of appearance houses, large offices and corporate spaces. The possibility of hybrid or remote work favors new concepts, integrated environments in addition to moving the interior design sector, furniture and equipment.

Design learning experience – The student is the center of the process, and all support for their learning must be developed in this perspective. Self-learning materials, augmented reality, game development, and process-friendly applications are gaining more ground in this context.

telemedicine – It should be further expanded, as well as home health and home care services. This is due to both the aging process, the quality and comfort of the patient, and the avoidance of unnecessary risks and contamination, in addition to reducing structural costs. Home services such as exam collection, vaccinations, curettage, injections are already options for many health care services. Professionals with specific training to work in these services will be increasingly in demand.

Based on the increase in vaccination, the decrease in Covid 19 cases and increased health control, experts indicate a positive scenario for the resumption of tourism and entertainment activities in 2022.

Due to its expansion, diversity, history and culture, Brazil has much to explore in its tourist attraction, moving the local and national economy in a relevant way. Well-structured and sustainable tourism stimulates the entry of financial resources, in addition to generating social transformation, inclusion, jobs and encouraging entrepreneurial initiatives.

Read also: Understand the importance of science and technology parks in promoting innovation

There are a number of structural challenges and improvements to this, such as the road network. A good road system, especially in the regions that form circuits, is an engine for the development of tourism as a whole. The use of new technologies that enable data collection and intelligent information management is a necessary tool for directing investments. Changes in legislation that favor entertainment tourism (games, for example) are conditions that can naturally favor less attractive regions, warming the local economy.

Given the prospects and opportunities for the Tourism segment, it is worth mentioning the following:

Bleisure (business + leisure) – With the possibility of working remotely, there are other opportunities to combine leisure and work, out of season and traditional routes.

Travel and Wellness – Travel is a priority when you consider rest and merit. With the control of the pandemic, the forecast is a big increase for accessible itineraries.

Business travel – A large drop in business travel is expected, as well as large corporate events due to even cheaper means of distance.

Consumer and behavior – Greater flexibility in the relationship between customer and supplier is something that will remain. Destinations with good sanitary conditions, sanitary infrastructure, greater proximity to nature, structures that host family and friends are presented as promising alternatives for a post-pandemic period.

Process modernization and use of technological solutions – Gaining agility through self-service and automation are user-friendly factors, as they contribute to a less chaotic travel experience, in addition to generating savings for the service provider.

Tourism and experience – In addition to entertainment and leisure, health, industrial, gastronomic and cultural tourism can open up opportunities for services added to these itineraries. Educational services, shopping, growing cultural repertoire enrich and give more meaning to the travel experience. In this regard, joint planning by the government, the service sector and local product providers is essential for structuring and seizing opportunities.

From the analysis of the data and information available so far, it is clear both the challenges and the short- and medium-term opportunities that need to be adequately deepened, so that in a joint effort between the public, the private and the various sectors there is planning and action. synchronized for the maximum benefit of all.


Erika Rohrbacher – Master in Educational Psychology from PUC-SP; vocational guidance specialist at the Instituto Sedes Sapientiae; Umesp psychologist; training in Knowledge Management and Administration from FGV / SP; School management training at the University of Helsinki; director Senac Santo André; member of the Santo André Municipal Council for Economic Development; facilitator in human and team development processes.

The articles in this section do not necessarily represent the opinion of the RBA

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