TOURISM AND HOSPITALITY INDUSTRY IN THE DIGITAL ERA: GENERAL OVERVIEW

Tourism and hospitality industry plays an important role in the global economy, representing more than half of service exports in countries like Spain, South Africa or Mexico, and covering more than 3% of global GDP. Continuously adapting to the digital trends. tourism and hospitality organisations manage to create digital solutions to improve their sales, brand image and awarness. Starting from agregators with 12 million users per month and finishing with small business sites that use conversion rate optimisation to increase their performances, the entire online tourism market fights to stand out in an Internet era in which, at this moment, there is one website per every 3 Internet users worldwide.