Online bookings and online reviewsDigital travel, or digital tourism, refers to the travelers’ use of digital tools during the overall tourism experience. For instance, booking travel products online can be considered part of this digital process. According to the Statista Global Consumer Survey, hotels, flight tickets, and car rentals were among the main travel products booked online in the U.S. in 2020. Hotels and flight tickets were also the preferred travel services booked online in the UK, but train tickets for long-distance trips and package holidays were more popular than car rentals in this case.
Aside from online bookings, reviewing travel destinations, accommodations, and restaurants has become another important aspect of the overall digital tourism experience. From 2014 to 2020, the total number of user reviews and opinions on Tripadvisor, one of the most well-known travel review websites, more than quadrupled. Tourist interest in posting and reading online travel tips and comments was confirmed by the fact that Tripadvisor was the most visited travel and tourism website worldwide in January 2021.