The digital transformation in the tourism sector continues to advance, and travel agencies are no exception. This is reflected in thethirdBeroni Barometer on Innovation in Travel Agencies, produced by ObservaTUR in collaboration with Beroni.
52% of the retail agencies surveyed believe that their level of innovation has increased significantly or somewhat over the past year.In addition,the percentage of agencies that clearly perceive this progress has risen, from 35% in 2024 to 40% in 2025.
Despite these positive figures,46% of the agencies surveyed believe there is still significant room for improvement. Of these,33% believe that progress has been limited, and13% consider it insufficient.
What are agencies investing in?
Forecasts for innovation investment in 2025 are similar to those for 2024, althoughsignificant improvements are seen in key areas such as training and marketing.
📚 Specialized staff training: from 51% to 59%
📣 Marketing and advertising: from 43% to 49%
🧠 CRM software: slight increase (+1 percentage point)
In contrast, a decline is expected in investment in more traditional technology infrastructure:
💻 Hardware: from 24% to 16%
⚙️ Back-office software: from 23% to 18%
🌐 Websites: from 39% to 35%
This decline may be linked to the growing use of cloud-based solutions, which reduce reliance on physical hardware.
The view from Beroni
At Beroni, we view the ongoing digital transformation in travel agencies very positively, even if it is happening gradually. This progress, which we consider significant, demonstrates that the industry is taking firm steps toward technological modernization.
Asour CEO, Josep Bellés, points out, “The digital transformation of agencies continues to move forward, albeit at a slow pace, and that in itself is good news. The same goes for the improvement in staff skills through training, thanks mainly to all the programs being promoted by agency associations.”
We would also like to highlight thatthe Digital Kit grants, available through June 30, have helped improve the agencies’ innovation rates, as shown by the results of the study conducted jointly by Beroni and ObservaTUR.
Commitment to innovation
With over 35 years of experience,Beroni reaffirms its commitment to the digital transformation of the tourism sector. The company develops technology solutions tailored to the specific needs of travel agencies—both outbound and inbound—and offers digitalization services, web design, and online booking systems such asWasabi-s, which is used bymore than 800 agenciesand several management groups.
Beroni actively participates in initiatives that promote innovation in the sector.It serves on the board of trustees of the National Observatory of Outbound Tourism (ObservaTUR)andis one of the founding members of the Tech Tourism Cluster of Catalonia, an initiative led by ACCIÓ and the Directorate General of Tourism.
These initiatives are part of Beroni’s overarching vision, which focuses on providing effective, scalable solutions designed to support agencies in their digital transformation.
