• Digital initiatives in the tourism industry worldwide

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A December 2020 study focused on the digital trends in the travel and hospitality industry worldwide. When asked about the main areas of focus for digital initiatives, 20 percent of respondents believed that using digital tools to improve the consistency of the customer experience will be a priority for their companies in 2021. Meanwhile, 15 percent of the survey sample stated that their organization will concentrate on increasing digital initiatives to minimize physical contact.

What are the main areas of focus for the digital initiatives of your company in the year ahead?

Characteristic	Share of respondents
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Source

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Sources

Release date

February 2021

More information

Region

Worldwide

Survey time period

October 15 to December 11, 2020

Number of respondents

13,277*

Special properties

marketers and IT professionals in the travel & hospitality industry

Method of interview

Online survey

Supplementary notes

*The source specifies that "The survey was launched on 15 October 2020 and closed on 11 December 2020 with 11,413 qualified respondents. In addition, 1,864 third-party panel participants were added to meet quota requirements in some sectors and regions, for a total of 13,277 responses. Third-party panelists were given an incentive for their time". Respondents from the travel & hospitality industry accounted for three percent of the total survey sample.

The source adds the following information: "The sample is global, with EMEA providing the largest share of respondents (48%), followed by North America (29%), and the Asia-Pacific region (19%)".

The survey question was phrased by the source as follows: "What are the top two areas of focus for your organization's digital initiatives in 2021? Respondents could pick more than one".