“Changing consumer expectations, new technologies, and new players in the market are pushing hotels and venues to ramp up their digital strategy and capabilities to capture a greater share of meeting and event business. Consumer expectations around the digital experience are now set at a high bar from daily interactions with user experiences that are instantaneous, seamless and personalized.”

The author provides an insight into the Digital Transformation of a niche segment of the Travel industry; group business travel. The importance of a website presence and interactive tools for the support of online sales process are highlighted as well as indirect distribution channels.

The article: The digital transformation of group business travel – are you ready?