Digital transformation reshapes the tourism and hospitality industry

The tourism industry is undergoing a significant digital transformation, driven by the growing influence of online reputation and the integration of advanced software. Traveler reviews and platform-based recognitions, such as TripAdvisor’s Travellers’ Choice and Booking.com’s Traveller Review Awards, have become critical factors in the decision-making process. For example, in Búzios, Brazil, six out of seven accommodations from Grupo BZ recently received these accolades, illustrating how digital reputation serves as a public thermometer for perceived quality.

Simultaneously, the sector is evolving into a software-driven industry. According to research by Phocuswright, 61% of surveyed companies are testing or expanding the use of agentic artificial intelligence (AI). This technological shift aims to connect data, suppliers, and real-time decisions across airlines, hotels, and airports. Industry experts note that the value of software lies in its ability to allow information to circulate securely between sales, management, and suppliers, reducing manual steps and integrating various segments of the travel journey.