Issues & Trends (1H2019)
Harnessing Digital Disruption for Success in Travel
Authored by Euromonitor
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Owing to digital advancements, travellers can now enjoy many comfortable and unforgettable travel experiences while brands must harness digital disruption to maintain success.
As digitalisation is expected to add US405 billion to the travel industry between 2016 and 2025, more than 50 percent of the world’s travel sales are forecast to be conducted online by 2021. However, this industry is very fragmented; total sales from the top three intermediaries, Booking.com, Ctrip and Expedia account for less than 30 percent of the market.
In this volume of Issues & Trends, Euromonitor surveyed the priorities of consumers in travel experiences in context of digital disruptors. Characteristics of key digital assets and their anticipated impact on the travel industry are discussed in relation to how travel brands interact with consumers.