The Digital Transformation of In-Destination Travel

Digital distribution is the norm in the travel industry but the fragmented tours, activities and attractions (TAA) sector has been slow to adapt to this trend. Recent advances in technology and changes in consumer behavior are now accelerating the shift online, and travel brands are ideally placed to capture this growth due to the wider distribution they can offer, ready-made access to large customer bases and their skills in digital marketing.

As well as boosting revenues, selling TAA products builds brand loyalty and creates richer experiences for customers. But to successfully differentiate themselves in this market, travel companies must offer a coherent, integrated and on-brand experience to consumers and have a technology platform that can directly access the inventory of multiple TAA operators.