The innovations introduced in services and the creation

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The cloud, mobility, social media... are essential elements throughout the entire value chain, among other reasons because users and companies consider them to be elements that simplify processes and save costs.

In addition, there are social networks, where iceland email list tourists share their experiences, and the collaborative economy, where content and recommendations made by users before, during and after the trip play an essential role.

In this revolution, there are companies that take advantage of technology to innovate and offer new products, services and tourism business models to their clients; others incorporate it to reinvent themselves by improving their processes and the quality of their products. A third group of companies observes the changes with concern, as they are unable to take measures to avoid being left behind.

In the world of tourism, competition is already based on online presence, differentiation and reputation , which are the key factors in the tourism marketing strategy in the digital age. The ultimate goal is to create value and attractive experiences for the user. The user, in turn, uses technology in a cycle that begins with the search for information, continues with the selection and comparison of prices and experiences, extends to the purchase, which is increasingly done on mobile devices, and ends with the sharing and exchange of information, which serves to provide feedback to the cycle.