The study aims to detect and showcase key drivers of business model innovation in tourism industry - with primary focus on recent business decisions of big online retailers in the market. Fundamental changes across the industry results as the ongoing narrative of digitization, an evolving business trajectory which is at the heart of this study. The paper consists in an overview on the existing literature and a concise outline of our research. Both research from professional associations as well as recognized publishers were considered. Furthermore, market data and available top-level interviews were gathered and processed. More than 50 publications were analyzed to better understand market development in the tourism sector. The latest digitization wave has a strong impact on existing market forces models as well as business model innovation. Our research revealed that main competitors in the online tourism industry are heavily involved in business model innovation by continually expanding their products and services. Also, large and growing numbers of clients are drawn towards well-known and sizeable market. Against this trend, the tourism industry represents an interesting case for ongoing changes in the retail world, since customers tend to reduce the sheer complexity of endless online offers and contributing in creating individual champions in or across market segments. The paper introduces important aspects of doctoral research concerning business model innovation in the context of digitization and strategic management. The research was conducted as part of the Research Centre of Business Administration in The Bucharest University of Economic Studies, Romania.
