Updated Digital Solutions at Tourism Company Tiit-Reisid

 

Author: Elo Gaver

Last year, the tourism company Tiit-Reisid, based in Hiiumaa, went through a generational shift. The founder passed leadership to his son, Raido Randmaa, bringing fresh energy alongside years of experience. Having been close to the company since its beginning, Randmaa saw the move as a natural next step. From the outside, it may have seemed surprising — leaving a top position at Estonia’s largest infrastructure company to return to his roots in Hiiumaa and step into the tourism industry.

Although the business operations were familiar, Randmaa was surprised by the overall low level of digitalisation in the tourism sector. Tiit-Reisid had a functioning website, online store, and booking system, but managing data still involved a lot of manual work. This led to errors, wasted time, and unnecessary effort.

To bring clarity and structure, Tiit-Reisid joined the Visit Estonia digital mentoring programme. Together with Olga Luštšik, Senior Consultant at Digiwise, they mapped the customer journey, internal processes, and data flow. The result was a comprehensive and actionable digital roadmap, including 42 specific steps to guide the company over the next three years.

“I feel that I’m in the right place, doing the right thing,” Randmaa said. “The support and mentoring from Digiwise helped me see the big picture and make smarter choices.”
He added that some of the tasks from the roadmap will already be completed before the end of the year.