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Main digital initiatives in the year ahead in the tourism industry 2020

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

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Release date

February 2021



Survey time period

October 15 to December 11, 2020

Number of respondents


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".

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