What’s Next for European Online Travel?

Abstract

Innovation and technology are enormously important for all industries, but they are especially critical for travel and tourism, which, as the world’s largest industry, is continually at the forefront of change. The way consumers interact with travel companies is transforming at breakneck speed, and technology will drive as much change in the coming decade as it did in the past one. The phenomenon of social media has shifted power to the consumer – more and more people are being influenced by the opinions, reviews and referrals of fellow travelers than professional editorial content. Searching, shopping and buying – once distinct terms describing different behaviors – are blurring at a furious pace. And as sophisticated mobile devices get into the hands of an ever-increasing number of travelers, a desktop Web strategy will no longer be sufficient. This article will review some of the most important online travel and technology trends shaping the way Europeans will plan and purchase their travel in the years to come.