There was a time when tourist crowds would gather only at the height of summer or winter. Today, thanks to climate change, low-cost flights, more flexible working hours and the rise of remote work, more and more travellers are choosing to take their holidays in the pre-season and post-season.
Affordable flights make it easier to plan more frequent, shorter getaways – from weekend escapes to spring and autumn city breaks. The result is that the entire year is slowly becoming one long season, though with lower intensity and with guests who arrive with different expectations and habits.
The shift is not only in the timing of arrivals and bookings; it is especially visible in the way guests spend, and in how, when, and with what they choose to pay.
How to Meet the Expectations of Today’s Guests?
Since a large number of tourists visiting the wider region belong to the Millennial generation (born between 1981 and 1996) and Generation Z (born after 1996), it is essential to understand their spending habits. I have already written in detail about these generations and their payment preferences in one of my previous blogs, but here are the key takeaways for these two groups:
- They prefer card and digital payments via mobile phones and smartwatches, with a strong inclination toward digital wallets such as Apple Pay and Google Pay.
- They use cash less often and expect to be able to pay contactless everywhere.
- They spend heavily online – on accommodation, tickets, excursions, restaurants, and more.
- They value transparent pricing, fast service, and instant payment confirmation.
- Luxury is not necessarily a priority, but security, convenience, and efficiency are extremely important to them.
For any merchant, this leads to one conclusion: without fast, seamless, and digitally adapted payment options, potential sales are lost – not only during summer, but throughout all twelve months of the year.
My Recommendations: What Can You Do as a Merchant?
Whether you operate online, in a physical location, or through a combination of both, the key to success lies in adapting your infrastructure and customer experience to the expectations and habits of these guest generations.
For Online Merchants (E-Commerce):
- Optimize your shop for mobile
- The majority of tourists browse and shop using their smartphones. Your webshop must be fast, responsive, and easy to navigate on a small screen.
- Speed up the checkout process
- Allow simple payments through a guest checkout option, without requiring registration.
- Offer one-click payments and card-saving features for quicker repeat purchases.
- Support multiple payment methods
- Alongside traditional cards (Visa, Mastercard, Dina, Diners, American Express…), make sure to include digital wallets such as Apple Pay and Google Pay, which are especially popular among tourists.
- Offer language support for key markets
- When customers understand everything clearly, they are far more likely to complete a purchase.
- Remember that security is the foundation of online shopping
- Implement strong security protocols and communicate them to your customers. This is not only about protection but also about building trust and strengthening your brand image.
For Merchants With Physical Locations (EFTPOS):
- Enable contactless and mobile payments
- Customers are relying less and less on cash. Your EFTPOS terminal should support contactless cards as well as payments made with mobile phones or smartwatches.
- Choose high-quality terminals
- During the busy season, every second at the checkout matters. Fast, reliable terminals that keep queues moving lead to more satisfied customers.
- Support digital tips
- Many international guests do not carry cash, yet they are used to leaving tips. Make it easy for them to add a tip directly when paying by card on the terminal.
- Make it clear that you accept cards
- Stickers and visible signs with card brand logos give customers instant reassurance that they can pay with ease – and that often becomes the moment when they decide.
Connect Physical and Online Sales
Offer the option of online ordering with in-store pickup, digitize receipts, warranties, and your loyalty program, and integrate customer data across different channels. This allows you to personalize offers and deliver a smoother, more satisfying customer experience.
Conclusion: adaptation drives sales
Multi-season tourism is the new reality. Those who follow the trends, listen to expectations, and adjust accordingly will thrive.
Today’s travellers are not interested in what local currency is in circulation – they care about whether they can pay with Apple Pay or Google Pay, and whether your webshop works seamlessly on their smartphone.
Although the number of card transactions in the region continues to rise each year, money will not find its way to your register on its own. The growth of off-season arrivals means more opportunities for revenue, but it also raises the expectations your payment system must meet.
In sales – especially in tourism – opportunities belong to those who adapt in time. When you invest in reliable and flexible infrastructure and systems, you are not simply keeping up with change, you are turning it into real value.
Wishing you great sales,
Edgar