Technology is an integral part of modern travel, influencing everything from trip planning, communication, transactions and beyond. The tourism and hospitality industry is rapidly evolving due to digital advancements. Guests now expect a high level of digital maturity from service providers, with some leading the way in using data-driven and digital tools to deliver innovative and personalized experiences.
Yet small businesses often face significant challenges in adopting digital transformation due to costs, budget constraints, labor shortages and complexity in implementation. They also struggle to harmonize the interests of different stakeholders and ensure a personalized human touch in the digital experience. Adapting to digital processes involves reshaping the entire value chain and service delivery, making digital transformation a lower priority for many in the industry.